AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
SurveysFeb 24, 2016
Study: TV ads still effective amid digital media
Consulting company MarketShare has found that advertising on television “is still the ‘best giant megaphone’ to convey a message to a large audience of consumers.”
MarketShare’s typical consumer purchase journey begins with a television advertisement, and is reinforced by ads on other media channels.
New York--Advertising on television consistently is more effective at impacting sales and new accounts than paid search, print or online ads, according to a recent study by consulting company MarketShare.
The company said its finding show that television “provides a direct and meaningful sales lift,” because it increases awareness and consideration and increases the effectiveness of other marketing vehicles further down the purchase funnel, meaning TV should be a relevant part of a marketing campaign that includes both online and traditional advertising mediums.
The study, “Evaluating TV Effectiveness in a Changed Media Landscape,” identified four major findings that show television advertising is the most effective and efficient way to reach consumers. They are as follows.
1. TV has the highest relative efficiency in achieving key performance indictors (KPIs) at similar spending levels when compared to other media outlets, including print, radio and online ads, both display and social.
This is true across a range of industries, including automotive, financial services, consumer packaged goods and retail, and comes despite the explosion of digital media in the past five years, MarketShare said.
“TV is a major driver of indirect outcomes such as inbound calls, organic search query volumes and website visits, which, in turn, lead to direct outcomes, such as purchases or other significant conversions,” the study states.
2. In spite of changes in consumer habits over the past few years, TV’s effectiveness at driving advertiser KPIs has not diminished.
The study found that, for all media analyzed, there was an 11.5 percent decline when comparing 2009-2011 media effectiveness to 2012-2014, “likely due to the splintering of media channels brought about by the new digital landscape.”
However, TV was the only medium that retained its relative effectiveness when compared to other channels over that time period. TV’s effectiveness dropped only 2 percent while online media’s effectiveness was down about 10 percent and offline media’s effectiveness (sans TV) declined nearly 23 percent (graph shown in gallery.)
“The value of many digital channels has been eroded by such factors as ad-blocking, click fraud and visibility issues,” MarketShare states.
Still, TV spend allocations are not a one-size-fits-all.
“Specific spending recommendations will vary by advertiser, depending, in part, on where a marketer’s media spend lies on the outcomes response curves for each advertising medium, and the interaction effects between media channels.”
3. Marketers can use advanced analytic techniques to optimize TV spend more effectively.
Editors' Picks
Sponsored by
An example would be enacting a minor decrease in overall TV spend, coupled with large reallocations across cable, primetime, late night and sports programming within TV.
“Because TV advertising drives measurable actions such as inbound calls and online searches, TV advertisers can leverage these interactions as key data points to evaluate TV effectiveness,” the study states. “While online and mobile popularity have grown tremendously, TV is still the ‘best giant megaphone’ to convey a message to a large audience of consumers.”
4. Premium online video from broadcast and cable TV networks is disrupting the digital media mix.
Despite lower impression volumes, premium video content is clearly more effective than user-generated and short-form content, the study states.
“Leading media sellers … seem increasingly aware of the value of high-quality content (and of the fact that brands will always follow the audience.) For instance, in 2014, YouTube launched Google Preferred, which allows advertisers to buy ad space next to only high-quality, professionally produced content, such as The New York Times or Vice Media.”
For the study, New York-based MarketShare evaluated data from thousands of marketing optimization models across a range of industries including financial services, telecommunications, hospitality, consumer packaged goods and retail. It also examined decades of research and applied marketing science, as well as MarketShare Benchmark, the company’s planning and allocation software application.
More on Surveys
The Latest
MajorsAug 11, 2026
Signet Jewelers Selects Mattel Exec to Lead Zales, BanterJamie Cygielman will take on the role on Aug. 24.
IndependentsAug 11, 2026
Polly’s Fine Jewelry Co-Owner Richard Moore Dies at 69Moore, Polly’s husband, is remembered as a family man with an easygoing spirit and a love for sports and the outdoors.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
ColumnistsAug 11, 2026
Creative Connecting: How to Sell Colored Gemstones to Gen ZDuvall O’Steen and Jen Cullen Williams share the best ways to display, present, and explain colored gemstones to younger customers.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsAug 11, 2026
NAJA Announces Lineup For 2026 Fall Virtual ConferenceThe mid-year conference for jewelry and watch appraisers will take place Sept. 5-6 on Zoom.
TechnologyAug 10, 2026
Colorado Jeweler Launches Customization Tool He Built HimselfHonest Hands Ring Co. Founder Benjamin Bosworth shared his thoughts on jewelry technology and why AI can never replace the human element.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 10, 2026
QVC Exits Chapter 11 Bankruptcy, Names New Interim CEOQVC Group President and CEO David Rawlinson is temporarily being replaced by a familiar face, former QVC CEO Mike George.
CollectionsAug 10, 2026
State Property Puts a Ripple in the ‘The Voyager’ CollectionThe brand also added two one-of-a-kind brown diamond pieces to the “Sanssouci” series of its “Gardens” collection.
MajorsAug 10, 2026
And IJO’s 2026 Vendor of the Year Is … Ostbye took home top vendor honors at the Independent Jewelers Organization’s show, held last month in Kentucky.
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
MajorsAug 06, 2026
Claire’s Revamps Piercing Services for Second Time in Three Years The overhaul includes enhanced employee safety training and trendy earring styles, including lab-grown diamond studs.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
TrendsAug 06, 2026
New Book on Handcrafted American Objects Highlights Jewelry“Handwork: Handcrafted Objects that Made America” features historic and contemporary works, including a Diné squash blossom necklace.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
