Media & publishing

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BARC India suspends rating of news channels amid boycott row

News • 15 October 2020

India’s Broadcast Audience Research Council (BARC), the television ratings agency, has announced that it will suspend publication of weekly individual ratings for all English, Hindi, regional and business news channels for up to three months.

Hollyoaks: How to dispel the myth that young people don't watch TV any more

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

How CBS is advancing diversity and inclusion

News • 04 October 2020

CBS, the broadcast television network, is taking various steps to advance diversity and inclusion, right through from executive appointments and writers’ rooms to how it approaches measurement.

Verizon Media looks to a world beyond keyword blocking

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article examines Verizon Media’s pan-European research into the value of news and journalism.

Winning customer loyalty by enhancing the viewing experience

Opinion • Mark Inskip, September 2020

Video streaming services must do more to convert potential audiences into loyal customers, writes Kantar’s Mark Inskip.

‘As seen on TV’ ads strengthen brand perception

News • 24 September 2020

Advertising on TV delivers double the perceived level of quality and popularity than advertising on social media, according to new research that also suggests TV triggers the strongest ‘signals’ across all categories and audiences.

How Bloomberg is riding out the pandemic

News • 24 September 2020

Media owners must find a sweet spot in the balance between reader and advertiser revenue to be able to absorb market shocks and Bloomberg Media believes it is getting closer to that optimal business model.

It’s high time for media’s autumnal refresh

Opinion • James Shoreland, September 2020

Brands should be concerned with a potential reduction in opportunities to align themselves with culturally-relevant content, writes James Shoreland.

Why Bloomberg Media’s next move will be to launch an OTT service

Article • Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020

How Bloomberg Media is adjusting its content strategy to the post-pandemic market.

Singtel: Only True Fans Get It

Case Study • Amanda Lim, Jacob Wright, WARC Prize for Asian Strategy, Gold, 2020

Telco Singtel took to trolling to boost take-up of its services in Singapore.

Will CTV take off in Japan?

Opinion • Ken Harada, September 2020

Connected TV has much potential in Japan but its future remains undefined, as media owner efforts to develop a CTV marketplace to meet advertiser demands, are still in the early stages.

CTV: a fraudster’s dream?

News • 07 September 2020

It’s been widely reported how pandemic-inspired lockdowns have boosted consumer viewing of OTT and CTV content; less widely reported is the fraud that has come in its wake.

CTV video ads: Most attractive for advertisers, and for fraudsters

Article • Dr. Augustine Fou, WARC Exclusive, September 2020

Connected TV advertising (video content and ads being delivered through the Internet rather than broadcast airwaves) has been enjoying huge increases in ad spending.

Indonesians and Aussies will watch ads for free streaming

News • 03 September 2020

Almost all Indonesians with access to connected TV (CTV) – and that’s seven in ten – increased their consumption of streaming content during the COVID-19 pandemic and a majority, a new survey shows, are willing to see ads in exchange for free streami

How sports can balance direct-to-consumer OTT with broadcast deals

News • 01 September 2020

Live sports have provided a much-needed last line of defence for pay-TV companies in the battle to retain subscribers but they now face another threat: the possibility of rights owners going direct to fans with OTT video content services.

Advertisers seek greater network flexibility

News • 01 September 2020

Traditional TV advertisers are seeking greater flexibility from broadcasters, with less spending allocated to the upfronts and new pandemic-related clauses inserted into any deals struck.

Disney+ Hotstar: Lockdown launch of Disney+ Hotstar

Case Study • Preeti Mascarenhas, Aabha Chawhan, Chandramouli Shankarakrishna, WARC Prize for Asian Strategy, Entrant, 2020

Disney+ Hotstar, the streaming platform, successfully promoted its launch with a virtual red-carpet premiere during the COVID-19 lockdown in India.

ViacomCBS allows Super Bowl ad buyers verbal get-out clauses

News • 27 August 2020

A blockbuster ad in the biggest advertising date in the United States is likely to remain eye-wateringly expensive in 2021 as buyers seek assurances of freedom to walk should COVID disrupt.

What the rise of OTT means for NFL and European Tour golf

Research Paper • Alex Brownsell, Forum for Advertising Research, SportsPro Insider webinar series, August 2020

Sports rights owners are taking different approaches to video streaming services.

Nine has ambitions for VOZ

News • 24 August 2020

VOZ, Australia’s database that brings together viewing data for both linear TV and BVOD to provide all-screen, cross-platform planning and reporting for the television industry, is set to be a game changer and Nine is keen to lead the way.

Digital disruptors: The global competitive landscape of digital streaming services

Article • Euromonitor Strategy Briefings, June 2020

Looks at the current state of play of digital streaming services, including global profiles and prospects for the future.

ITV sees signs of improvement after Q2 ad slump

News • 06 August 2020

The full impact of COVID-19 on broadcast advertising was laid bare in ITV’s Q2 results, announced yesterday, which revealed that ad revenues were down 43% year-on-year for the three months to the end of June.

YouGov Ad of the Month – US: Peacock

Opinion • BrandIndex, August 2020

During July, Peacock was the brand that achieved the greatest increase in ad awareness in the US.

What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.

What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
TikTok: Understanding the only global social platform

Article • Riki Li, WARC Exclusive, December 2019

An introductory guide to Chinese social video app TikTok, including how brands can use the platform to engage with ‘fans’ and consumers.
The Media Landscape

Article • GroupM, Research on WARC, October 2019

GroupM looks at the media landscape through the prism of the expenditure of large advertisers and examines some of the key protagonists that affect media supply.
Trend snapshot: TikTok

Article • Alex Brownsell, WARC Trends, May 2019

Explores the growing popularity of TikTok, a mobile video app with a global userbase among teen and young adult audiences, and what opportunities the platform presents for marketers.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006, pp. 0-0

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.