TV is at the heart of effectiveness white paper by Peter Field

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 paper above.