Ads effectiveness guru Peter Field on TV effectiveness, attention, and trust in media

Renowned advertising effectiveness expert Peter Field joins editor-in-chief Omar Oakes for this interview.

Field discusses why he will be telling our upcoming Future of TV Advertising Global conference that "TV is still at the heart of effectiveness".

He will use the latest effectiveness evidence from the UK and Australia to explain why TV remains such a powerful medium, despite the well reported challenges that it faces.

Field also admits to the mistakes he's made in his career, why he's so excited about the recent wave of attention research in the industry, and why trust in media has become so important to consumers as to impact their advertising responses.

Some choice quotes from Field's interview:

"The three certainties in marketing are death, taxes, and people taking potshots TV.... it just starts to look a little bit like a relentless kind of attempt to take TV down. The fact of the matter is, and I will show this at the conference, is that TV plays, if anything, a strengthening role in effectiveness."

"Any sensible marketer would be crazy to walk away from TV, even with younger viewers, even with those difficult 16 to 35 [demographics]. There is no sane case for walking away from TV."

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This episode was edited by our production partner Trisonic.

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