You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.


Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


You will receive a weekly email whenever there’s new content on this topic.


You can review the topics you follow in Your Warc.

Key reading


Understanding television audiences

This best practice paper argues that television is the dominant mass medium in the minds of major marketers and consumers. Television remains the primary communications channel when launching a new brand or supporting an existing brand, despite the rise in popularity of digital channels of recent years.
Not a subscriber? Download this sample

The two-screen experience

How media consumption habits have changed, specifically through the multiscreening trend.

10 rules for TV strategy

Tips for compelling TV ads, including guidance on using emotion and scheduling for maximum effect.

Television: Back to the Future

Viewing behaviour continues to follow some law-like patterns that have remained the same for 40 years.

Warc adspend database: TV

This tool allows you to build your own adspend datasets for individual media channels, including TV.

Latest case studies

Kofola: Fofola

This case study explains how Kofola, a cola drink brand, connected with young people in Slovakia and the Czech Republic through a series of online videos.

The new Opel Astra upsets the luxury class

This case study describes the launch of a new Opel Astra car model in Germany and Spain, targeting social climbing, high income men.

Meetic/Match: Love Your Imperfections 1

This case study explains how Meetic, the online dating subscription service, fought back against newer competitors in France, Germany, Sweden and the UK.

Febreze: WYGS Noseblind

This case study explains how Febreze, the odor elimination brand, persuaded people that they had become immune to smells to increase sales in the UK and Ireland.

Latest articles

Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

Comparing Brand Placements and Advertisements on Brand Recall and Recognition

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

How to mix brand placements in television programmes to maximise effectiveness

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

TV viewing in the internet age

This article seeks to understand the habits of linear TV users as online viewing moves through its infancy and into the mainstream.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200