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Key reading

Televisions

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.
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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

Finish UK: Dishes

This case study describes how Finish UK, a UK dishwashing detergent category leader, used a TV ad to change the perceptions of the brand and reversed sales decline.

Vodafone Egypt: Fakka

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

EDF: Electric Saga

This case study shows how EDF, a French energy company, diversified its business away from just providing electricity - and became instead a well-known supplier of innovative services.

Coffee Vs Gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco

This case study demonstrates how Kenco, an instant coffee manufacturer, used coffee as a means to fight against the social injustice of gang violence in Honduras.

Latest articles

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.

A vote for TV: Media in the 2016 US general election

This article looks at how television advertising is still a major part of US political campaigning, and could prove a decisive medium in the upcoming 2016 general election.

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.

Data quality and cost: The challenges facing the media and communications research industry

This event report considers some of the major challenges currently facing the media and communications research industry.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com