As the new series begins, journalist and presenter John Plunkett explores what will continue to surprise viewers.

Understanding how channels drive a diminishing sales effect at increasing spend levels is critical to maximising effectiveness.

We update this gallery weekly with a collection of the latest and best ads breaking on TV.

The story of Nationwide’s IPA Effectiveness Award-winning ‘Voices’ campaign as told by the brand’s Paul Hibbs and VCCP’s Gethin James

How can TV supercharge small businesses and what are the most effective strategies for profit and growth?

Cuddly yellow puppets, mad jelly bears and unsavoury lunches – Rob picks his 3 bizarre ads

Very Fast Chair for Virgin Trains by Anomaly takes top TV creativity prize.

In July adults watched an average of 2 hours, 10 minutes of commercial linear TV each day, 5.25 million people celebrated Love (Island) and we met FleazyE, the DJing cat

For the full lowdown on why TV is the most effective form of advertising download this deck packed with facts and evidence.

Brilliant creativity is what makes advertising interesting, gets people talking, and, most importantly is effective, the IPA’s new analysis should help us make ad creativity great again says Lindsey Clay.

Landmark advertising effectiveness research from ebiquity and Gain Theory.

Learn how Yorkshire Tea won a Silver at the IPA Effectiveness Awards by using a great creative execution and the wide reach of TV.