TV Masters covers all the existing and emerging ways brands can work with TV to deliver business success, focusing on the key skills and know-how you need to get the most out of today’s TV.  

There are nine video-based modules in all, lasting between 1 and 2 hours each for a total of around 13 hours of learning. Each module is broken down into a number of manageable lessons, allowing you to progress at your own pace.

There’s also a test at the end of each module to solidify your learning, as well as a comprehensive reading list and downloadable decks of all the key slides.

Course modules

1. All about viewing

Discover how the UK video landscape is evolving, the role TV plays in viewers’ lives, and how streaming has impacted viewing.

The changing viewing landscape
What drives our video viewing


2. All about ads 

TV’s place in the video advertising world, how it’s changed over time, and how we should be planning across video to deliver maximum reach at the lowest budget.

The changing video advertising landscape
Advertising and attention
Multi-screening


3. The principles of effectiveness

Get to grips with the fundamentals of advertising effectiveness and the science underpinning media’s contribution.

The fundamentals of effectiveness
How media drives effectiveness


4. Unlocking effectiveness

Get to grips with the science of marketing effectiveness, media’s role in the story and why TV generates large business effects.

Understanding TV's effectiveness
The role of creativity in effectiveness
How to measure effectiveness


5. The strategic use of TV

Explore the many reasons that advertisers use TV and how that can differ by category and brand life stage.

The many roles of TV advertising
How TV’s role differs by category and life stage


6. TV buying

All the theory and practical information required to buy a TV campaign, how to optimise campaign delivery and assess its performance.

The fundamentals of TV buying
Optimising campaign delivery
Campaign analysis


7. TV planning

All the knowhow you need to plan a successful TV campaign, covering audiences, campaign laydown and context.

Identifying your audience
Buying the right audience
Ad lengths and laydown
Ad placement and context


8. TV partnerships

Everything from TV sponsorships and promotions to product placement, licencing and advertiser funded programming.

Different partnership opportunities
The benefits of TV partnerships
Making the most of partnerships
Best in class TV partnership examples


9. Advanced TV advertising

Explore the rapidly developing world of data and tech-driven solutions and how they are shaping the future of TV advertising.

What is advanced TV?
Advanced TV toolkit
Advanced TV measurement
Advanced TV buying and the wider video world

Summer 2022 course starts Monday 23rd May