Bibliometric Insights into TV Advertising Research: Trends, Challenges, and Continued Relevance in the Digital Age

Bibliometric analysis has been employed for several years across various fields to identify the existing body of science related to a specific discipline or topic. However, such a research approach has not been applied to TV advertising. This article proposes the use of bibliometric analysis to discern trends in research activity related to TV advertising. The motivation for this approach stems from the fact that traditional media advertising is currently facing "pressure" from online platforms. This pressure is evident not only from the perspective of companies and their communication strategies but also in terms of research emphasis. We sought to determine whether researchers still maintain an interest in this subject. Through our analysis, we found that TV advertising remains a topic of interest for researchers. Moreover, their focus aligns with a pragmatic philosophy, emphasizing areas such as impact, communication, media, and consumption – topics that are crucial when deliberating about budgets and communication ROI.