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.
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 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.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
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.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
Weekly QuizJul 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
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.
CollectionsAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
TrendsAug 03, 2026
Amanda’s Style File: Spinel vs. Peridot While some August babies are team peridot, the month's time-honored birthstone, others are team spinel, the newer alternative.
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
