ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
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
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
