It’s easy to see the continued importance of TV on influencing culture and connecting with audiences, the recent Horizon scandal brings this into focus once more, whilst the facts were known for many years, the recent TV shows were the catalyst to action. TV remains an essential part of any communications plan.

TV has been fundamental in building the John Lewis brand over the last 15 years and is a safe and reliable investment for us. But safe won’t necessarily get us growth so we are excited about the evolution of the market and the new opportunities that TV brings for us to access relevant audiences and remain relevant and successful in 2024.

TV advertising is the medium that is going through the biggest transformation of all mediums. Every large content operator is attempting to create formats akin to the 30 second TV ad spot. Formats that can't be avoided, grab and maintain your attention, with audio and visual cues, and which enable you to act and buy while the ad is running. The transformation of TV is more of an opportunity than it is a threat to it.

It’s never been more important for advertisers to really get under the skin of their brand audiences to understand where TV fits in their multi-screening, VOD packed lives. The winners are those with the insight and attention to detail to create the right blend of messages across all media that enable them to build proper brand love.