The Power of TV Advertising: Insights from Peter Field’s Research

In the ever-evolving landscape of marketing, where digital channels often steal the spotlight, TV advertising continues to assert its dominance as a powerhouse for brand growth and consumer engagement. Peter Field, renowned for his groundbreaking work in marketing effectiveness, recently delivered a thought-provoking keynote at the 2023 Future of TV Advertising (FTVA) Global conference. His compelling insights, now detailed in a comprehensive Whitepaper, offer a nuanced perspective on why TV remains indispensable in today’s media strategies.

The Enduring Effectiveness of TV

Despite skeptics predicting its demise in the face of digital disruption, TV advertising maintains a steadfast position in driving both long-term brand building and short-term sales activation. Field’s research, drawing from extensive datasets including IPA’s global Effectiveness databank and insights from Lumen and System1, highlights that TV ads consistently deliver strong returns on investment across various industries and market conditions.

The 60:40 Rule Revisited

At the heart of Field’s thesis lies the 60:40 rule, a strategic framework co-developed with Les Binet. This rule advocates for allocating 60% of marketing budgets to long-term brand-building campaigns and 40% to short-term activation efforts. This balanced approach, tailored to each brand’s lifecycle and market dynamics, ensures sustained brand growth while capitalizing on immediate sales opportunities.

TV’s Unique Advantages in the Digital Era

Field’s analysis underscores that TV’s resilience stems from its unparalleled ability to capture audience attention and evoke powerful emotions. Unlike fragmented digital platforms, TV offers a captive audience, allowing brands to convey compelling narratives and forge lasting connections with consumers. This emotional resonance, as evidenced by empirical data, translates into higher brand recall and consumer trust, essential elements for driving purchase intent and loyalty.

The Evolution of TV Advertising

As TV evolves alongside digital advancements, including the rise of connected TV (CTV) and programmatic buying, its adaptability ensures continued relevance in reaching diverse demographics. Field predicts that the integration of data-driven insights and advanced analytics will further enhance TV’s targeting capabilities, enabling brands to deliver personalized messages at scale.

Implications for Marketers

For marketeers navigating today’s complex media landscape, Field’s research offers actionable insights into optimizing TV’s role within a comprehensive media mix. By leveraging TV’s strengths in storytelling, emotional engagement, and broad reach, brands can amplify their marketing impact across both traditional and digital channels. Whether reinforcing brand equity over the long term or driving immediate sales uplifts, TV remains a cornerstone of successful marketing strategies. As marketers embrace a hybrid approach integrating TV with digital innovations, they can harness the full potential of TV to achieve sustained growth and competitive advantage.

The evolving media landscape underscores the importance of adaptability and strategic investment. Understanding these trends and leveraging the strengths of different media types can enhance your brand’s reach and impact. Curious to explore how TV advertising can elevate your brand’s marketing strategy?

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IM Lounge About the author

IM Lounge is a Media Performance agency. We develop media strategies and do media procurement. We get the right message to the right person at the right time. Within this area we believe developing a media strategy should go hand in hand with the creative strategy.