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Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This event report addresses some of the main concerns around the quality of data which marketers are using in their daily activities.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

News

NEW YORK: Advertising in traditional media, and specifically television, is far more effective than digital at driving consumer recall and purchase intent for mainstream FMCG brands, new research suggests.

Article

This article explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

News

DURHAM, NC: ABC, CBS, NBC, Discovery and History are the five most popular channels in the US, but consumers are prepared to pay only between $1.52 and $1.55 a month to access each one, a new report has shown.

Article

This article explores how brands are returning to TV once more, which remains a prime way to acquire customers, but the strategies that allow marketers to maximise reach are changing.

News

SAN FRANCISCO: More than a third (37%) of pay-TV and OTT subscribers worldwide report giving up on shows they previously enjoyed because it became too difficult or costly to access them, a global survey has revealed.

Research Paper

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.

Research Paper

This article questions the use of outdated targets when buying TV, showing how linear TV is beginning to exploit the proliferation of data.

Research Paper

This article looks at creating norms through which media planners can optimise cross-media ROI, with the potential to allow brands to determine their own norms, and to update them for each creative execution.

Research Paper

This article explains research by TiVo that showed how decreased TV ad spend hurts sales; for every $1 saved in TV spend, the drop in sales return was $3.

News

NEW YORK: Cutting TV advertising budgets resulted in a greater reduction in sales for a majority of CPG brands in a new study released just ahead of the annual upfronts.

Article

This article provides an overview and analysis of the growing phenomenon of ad blocking, technology which lets consumers stop marketing messages from being served on connected devices.

Article

This article presents the opinions of three experts on the growing impact of ad blocking, in which users employ software to stop advertising messages from appearing on connected devices.

Article

The article offers brands advice on how to gain and then hold consumers' engagement in a world in which attention spans have fallen to their lowest-ever levels.

Case Study

This case study shows how Virgin Media, the cable company, persuaded existing customers in the UK, who were already paying quite a lot for their subscription, to take on Sky Movies.

Article

This article explores the developing frontier of artificial intelligence (AI), and how marketing to machines might soon become a reality for brands.

Article

This article examines advertising in online video and argues that advertisers should demand increased transparency of the costs, impact and return involved.

Case Study

This case study set out how Channel THIRTEEN, the American TV channel, used humour to highlight the quality of its programming and increase memberships.

News

SAN JOSE, CA: Binge-watching TV, or watching more than three episodes of a series a day, is enjoyed by a full 92% of viewers but it seems it can also induce lost sleep and even sadness, a new survey has revealed.

Research Paper

This paper explains how NBCU, the American TV network, is combining a research tool with Artificial Intelligence to understand audience needs and predict the success of TV shows.

Article

This article argues that big data changes the relationship between data and creativity; instead of data fuelling the creative idea, creativity is now needed to handle the data.

Research Paper

This paper argues that TV advertising should take a 'continuous' rather than 'flighted' approach, to build synergy between ads and sales promotions and in turn increase ROI.