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1. Introduction
2. Conventional wisdom: TV is a dying medium
3. Too many myths, not enough data
4. "Marketing in the era of accountability"
5. Myth 1: people are watching less TV
6. McKinsey's 2006 report
7. UK TV viewing has not changed in 30 years
8. US TV viewing continues to rise
9. Myth 2: young people don't watch TV
10. Teenagers watch almost as much TV as adults
11. Myth 3: TV costs are out of control
12. McKinsey's 2006 report - spending is not prices
13. Cost of reach now lowest since the 1970s
14. TV effectiveness: findings from the dataBANK
15. TV is a highly effective medium
16. TV is a highly efficient medium
17. TV is getting more effective
18. So why does TV work so well?
19. The importance of broadcast media
20. The rise of loyalty marketing
21. Behavioural objectives
22. Exploding the loyalty myth
23. Typical cost per impact for different channels
24. The importance of fame
25. Wrong targets, wrong metrics
26. The power of fame
27. More metrics that move - more effective campaign
28. Effectiveness of campaigns that aim for fame
29. Fame campaigns: broader business success
30. Talk value
31. The importance of emotion
32. Emotional strategies are the most profitable
33. Emotional campaigns work in 'rational' categories
34. The value of emotion
35. Price is the key to profit
36. The ultimate "loyalty" measure?
37. What about other channels and media?
38. TV outperforms print media
39. Effectiveness of different media
40. Conclusions
41. Why TV ads work so well
42. Why TV ads are getting more effective
43. What about PVRs?
44. TV advertising is alive and kicking
45. Full data available via warc.com

Topics Covered

• 3 myths about TV advertising
• The effectiveness of TV: findings from the IPA dataBANK
• Why TV works so well
• The importance of broadcast media
• The importance of fame
• The importance of emotion

Links

Series:

• TV Advertising in the UK

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on January 28, 2009
• Archived on April 7, 2022