A well-crafted television or radio advertisement can be an effective way to announce a new product or service to a large audience or build a brand. TV and radio advertising lend themselves to entertaining approaches and creative storytelling. An effective TV or radio advertisement must be approached with a well-thought out strategy that considers critical elements such as repetition, simplicity, a strong call to action, and an enticing offer that encourages consumers to respond and interact with a company or organization. This page provides research about successfully using television and radio to build a brand or advertise to a global audience.

TV/Radio Research and Case Studies

Date Title Document Source Publicationsort descending Marketing Channel
8/2014 Effectiveness of radio spokesperson's gender, vocal pitch and accent and the use of music in radio advertising Research BRQ Business Research Quarterly TV / Radio
1/2014 The Role of the Marketing Mix in Television Media and the Concept of “Consumer Audience” Research Economic Development TV / Radio
7/2016 Ad Agency Clients Are Most Interested in Advertising on TV Research eMarketer TV / Radio
4/2015 Video Advertising Benchmarks: What Metrics Can (and Can't) Tell You About the Bigger Picture Research eMarketer Digital / Social Media, TV / Radio
2/2016 The Internet of Media and Entertainment Things: What Marketers Need to Know Now Research eMarketer Digital / Social Media, TV / Radio
1/2016 What's Important When Buying Programmatically? Research eMarketer Digital / Social Media, TV / Radio
12/2015 Audience Targeting Top Method Used to Place TV Ads Research eMarketer TV / Radio
2/2015 What's the Future of Digital Radio Marketing? Research eMarketer TV / Radio
11/2012 The relative performance of TV sponsorship versus television spot advertising Research European Journal of Marketing TV / Radio
7/2016 Retaining the primetime television audience Research European Journal of Marketing TV / Radio
12/2011 Test Interactive Marketing Opportunities On The Second Screen Research Forrester Digital / Social Media, TV / Radio
1/2011 Digital Natives: The Generation That Music Product Strategy Forgot Research Forrester Digital / Social Media, TV / Radio
7/2014 Harness The Power Of The Second Screen Research Forrester Digital / Social Media, Mobile, TV / Radio
6/2011 Crowdsourcing Gains Legitimacy For Advertisers Research Forrester Digital / Social Media, Mobile, TV / Radio
10/2014 The Gross Rating Point Gets An Extreme Makeover Research Forrester Digital / Social Media, Mobile, TV / Radio
7/2011 Updated 2011: Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, TV / Radio
1/2015 Making Sense Of New Video Consumption Behavior Research Forrester Digital / Social Media, Mobile, TV / Radio
9/2016 Brief: TV Planning Goes Data-Driven And Audience-Based Research Forrester TV / Radio
8/2011 US Interactive Marketing Forecast, 2011 To 2016 Research Forrester Digital / Social Media, Mobile, TV / Radio
3/2011 TV's Currency Conversion Research Forrester TV / Radio
5/2011 Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, TV / Radio
2/2014 How Software Is Eating Video Ads And, Soon, TV Research Forrester Emerging Channels, Mobile, TV / Radio
9/2011 Market Trends: Social Media and Gamification Developments in Television Broadcasting Research Gartner Digital / Social Media, TV / Radio
5/2012 To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance Research GfK-Marketing Intelligence Review TV / Radio
5/2014 Do Pleasant Emotional Ads Make Consumers Like Your Brand More? Research GfK-Marketing Intelligence Review TV / Radio

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