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TV advertising is a key brand-building tool, and remains a powerful marketing channel despite the rise of digital media. It is generally regarded as a highly effective medium, particularly when used to deliver emotional, rather than rational, messaging. While most viewing remains live, digital technology has fragmented audiences and made TV viewing possible at any time on a range of devices. That makes calculating TV audiences a key measurement challenge.

Key Reading

Important papers from across the Warc database

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.
How media consumption habits have changed, specifically through the multiscreening trend.
Tips for compelling TV ads, including guidance on using emotion and scheduling for maximum effect.
Viewing behaviour continues to follow some law-like patterns that have remained the same for 40 years.
This tool allows you to build your own adspend datasets for individual media channels, including TV.

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