TV is at the heart of effectiveness

Peter Field’s new white paper, ‘Why TV is at the heart of effectiveness’, examines 10 years of effectiveness data from the IPA along with other major studies to conclude that TV’s relationship with effectiveness is growing.

The evidence suggests that there are three key issues that have kept TV on top:

The attention brands receive in TV advertising
The emotional clout that TV advertising can generate
The issue of trust in advertising

Download the full report below

10 June 2024

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Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 25 years.

Effectiveness case study analysis underpins much of his work, which includes a number of well-known texts in partnership with Les Binet, such as ‘The Long and the Short of it’. Effectiveness in Context, and The 5 Principles of Growth in B2B Marketing. Peter has a global reputation as an effectiveness expert and communicator and speaks and consults on this topic regularly around the world

Why TV is still at the heart of effectiveness

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