World-renowned marketing expert Professor Byron Sharp says brands must target the entire market if they want to grow. Mass media is critical to marketing success. And there is no more mass media than television. Its reach is unsurpassed by any other media type – after all, there are nearly 7 million viewers in front of a screen every day, and television reaches 95% of the TV population on a monthly basis.
Viewers also pay much more attention to ads on TV than they do to ads on social media. And thus, TV has a major impact on sales. Television is also essential for online brands and e-commerce sites these days. Even with a lower budget, the investment pays off for small brands. Because with TV, you clearly know what you’re getting – mass impact, attention, brand recall and higher sales. So TV helps brands score and achieve their goals.
And because good scores belong with sports, ScreenVoice MAGAZINE writes this month about the Super Bowl, the most anticipated sporting event in America. The commercials aired during the final intermission are the most expensive and also the most anticipated. Find out what makes Super Bowl advertising special and which brands have managed to creatively enhance the sporting event with their commercials.
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MUSIC DRIVES ADVERTISING PROFITABILITY
20. 10. 2025A new study by Massive Music and the IPA details the brand and business effects that highly engaging, fitting, and memorable music can have on advertising performance. Why music matters We know intuitively that great music, from jingles to sonic assets, can lodge in our brains in a way that other media doesn’t. But the… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT
17. 10. 2025Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That’s according to new research from the IPA, led by Les Binet and Will Davis. The new research reveals a disconnect between what really drives marketing effectiveness and what marketers believe. That’s one of the conclusions of new… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
INTERACTIVE ADS ARE BECOMING A CORNERSTONE OF CTV ADVERTISING
16. 10. 2025Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences. In a conversation with EMARKETER, Joshua Blum, director of research and analytics at BrightLine, described how interactivity is becoming the norm for CTV ads, and addressed lingering advertiser misconceptions. Blum highlighted that interactivity is… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
EFFECTIVENESS IS BUILT ON CONSISTENCY AND CREATIVITY, EMERGED FROM THE CREATIVE IMPACT DISCUSSION FORUM AT THE CANNES LIONS FESTIVAL
26. 9. 2025At the Cannes Lions Festival, leading marketers, prominent creatives, and representatives from research agencies come together each year to explore the relationships between creativity, consistency, and effectiveness. This year, as part of the Creative Impact discussion forum, they focused on finding ways to maintain brand consistency in an uncertain and ever-changing environment, leverage creators and… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
CREATIVITY IS IMPORTANT, BUT WHAT DOES GOOD CREATIVITY ACTUALLY MEAN?
26. 9. 2025Up to 85% of marketers believe that creativity is the key to success, but only 59% know what good creativity actually means, according to the survey. 83.5% of marketers believe that creativity is the key to advertising performance, but only 58.5% of respondents agree within their team on exactly what good creative is. That’s according… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
WOOD AND HEGARTY: ADVERTISING NEEDS A NEW CREATIVE REVOLUTION
25. 9. 2025Creativity is essential for business growth, and its importance is increasing in the age of AI. Agencies and CMOs have the opportunity to become drivers of creativity and strategic partners to company leadership, as emphasised in a webinar featuring John Hegarty and Orlando Wood. During Wednesday’s Global TV Group webinar hosted in the Czech Republic… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
ORLANDO WOOD AND SIR JOHN HEGARTY ON HOW CREATIVITY FUELS BRAND GROWTH
24. 9. 2025This year marks a symbolic anniversary – 150 years since the first documented use of the word creativity in English. Historian Adolphus William Ward used the term in 1875 in reference to William Shakespeare’s “poetic creativity”. Today, the importance of creativity in all sectors, including the media, is unquestionable. According to Sir John Hegarty, who… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
L’ORÉAL UNCOVERS NEW INSIGHTS FOR EFFECTIVE BEAUTY ADS
3. 9. 2025L’Oréal worked with Google and research partner Sundogs to analyse 5,000 YouTube ads and found that moving beyond category conventions can drive measurable gains: replacing product-led formats, for example, with richer, character-driven storytelling boosted engagement by 55%. The AI-driven analysis across seven markets highlighted the value of character-driven storytelling, contextually relevant casting, and emotional diversity.… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
ORLANDO WOOD INTERVIEW: WHY ADVERTISING NEEDS SHOWMANSHIP AGAIN – AN INTERVIEW WITH ORLANDO WOOD
2. 9. 2025Orlando Wood share his views on the enduring principles of effective advertising, the future role of television, and how brands can rediscover the creativity that fuels long-term growth.
BEHIND THE WACKY AND WHIMSICAL REVIVAL OF MCDONALDLAND
31. 8. 2025The nostalgic campaign continues a strategy rooted in fan truths, which is paying off for McDonald’s. On its journey to rebuild connections with younger audiences, McDonald’s has traveled into subcultures including hip-hop, K-pop, anime, and streetwear. But for years, one world had fallen off the map: the magical realm of McDonaldland. First introduced in 1971,… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
CREATIVITY IS THE MOST IMPORTANT COMPONENT OF OUR CIVILISATION. CREATIVITY IS LIFE, SAYS SIR JOHN HEGARTY
26. 8. 2025Creativity is not the domain of artists—it is the holy grail for people working in various fields. It is an act of self-expression and therefore a vital competency for anyone who wants to grow and innovate, and who seeks new ways to create value and move themselves and their community forward. As such, it is… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
NOSTALGIA LEVEL: MAX. HOW DO RETRO ADS WIN CUSTOMERS’ HEARTS?
25. 8. 2025Memories of the good old days are both enjoyable and highly impactful – something brands eagerly leverage in their marketing. Nostalgia is one of the major marketing trends of 2025 and can connect consumers with the past, evoke positive emotions and create a deeper relationship with the brand. Advertisements referring to the popular culture of… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN