Knowledge Bank


“A voice you should listen to”. Peter Field on effectiveness, with foreword by Mark Ritson


Download Peter Field’s new white paper, ‘Why TV is at the heart of effectiveness’. Drawing on a wealth of data and taking some innovative new approaches, Peter concludes that TV continues to be the dominant force for long-term, top-of-funnel demand growth.

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

He also has some provocative thoughts on the way forward for TV. Download here.

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