Articles

We’re constantly searching for the latest thinking on the world of television advertising. With this in mind we’ve made arrangements with a number of local and international publications to be able to re-publish the articles that we think advance our understanding of television in all its forms.

John Hegarty on Television

AdMedia (volume 26, number 8), September 2011

“Our industry drank the Kool Aid, believing television as a powerful medium was in terminal decline, out-manoeuvred by the digital age. [But television's] audience never went away”. Legendary UK adman Sir John Hegarty in conversation with David Gapes, Editor of AdMedia magazine. Read more.

TV’s social X Factor

Admap, September 2011

Social media conversations around TV shows add value to the advertising in programmes, which television companies and buyers need to account for in their planning.

It was not so many years ago that industry commentators were predicting the end of television, with TV sets to be replaced by personal computers and programmes to be replaced by content downloaded from the worldwide web. Then something happened, which, although we were not aware of it at the time, would help to keep TV at the heart of home entertainment and maintain TV advertising as a critical channel through which brands can reach consumer audiences. Read more.

The secret of televisions success

Journal of Advertising Research: Vol. 51, No. 1, 2011, 50th Anniversary Supplement

Television advertising as a way of building brands seems to be far from dead. Binet and Field’s recent analysis of more than 1,000 proven effective advertising campaigns from the U.K. IPA Advertising Effectiveness Awards concludes, “There is little evidence to support the widespread assumption that television [advertising] is becoming less effective. In fact, television effectiveness might be increasing” (2007). How, in the face of widespread audience indifference, can this be the case?

This article reviews 50 years of papers in which the Journal of Advertising Research has addressed the thorny issue of trying to explain how television advertising works. Read more

Second screening popular in the UK

Source: World Advertising Research Council, 14 March 2011

Young consumers in the UK are embracing the idea of “social TV”, discussing programmes on the web and via mobile apps, often in real time. Digital Clarity, the agency, surveyed 1,300 mobile internet users in the country, all of which were under 25 years of age. Some 80% of the panel utilised handsets to communicate with friends when watching television, according to the results. Read article

Television ‘super media’ status strengthens

Source: Delloite: Technology, Media & Telecommunications Predictions, 19 January 2011

The professional services firm Deloitte has just published its 2011 technology, media and telecommunications predictions report which focuses on major trends in the next 12-18 months that are likely to have significant long-term impacts on companies in TMT and other industries.

Download a PDF of the full report

View the Media Predictions 2011 – Webcast

US media habits evolve

Source: World Advertising Research Council, 3 February 2011

Television remains the favourite medium of US consumers, but the viewing experience is increasingly being integrated with various forms of digital media. Read article

Stories from the near future: Mike Hutcheson on television advertising

Source: StopPress, 4 October 2010

Mike Hutcheson, one of the founders of Colenso and executive director of the Image Centre Group, on what advertising is all about – and, in his opinion, television is still the best way to tell them. Read article

A serious examination of the myth of TV viewing

Source: WARC, January 2010

This article reviews the best of industry thinking and data sources available to evaluate the state of TV advertising in its traditional sense of live broadcast to sets in our homes.

In today’s media landscape, traditional TV advertising is far from dead. Read article