text: Spot Advertising\nTelevision is without question a highly effective communications medium and through its dual audio/visual strengths helps stimulate sales more effectively than any other medium. Over 97% of UK households have a television, well over half own two sets and nearly 54% of the country's households currently have multichannel TV. \n\nEven with the development of techniques such as sponsorship, ad funded programming and advertorials, spot advertising still takes the lion's share of TV advertising revenue. Significant investment in creative work for TV commercials is due to research which shows that television offers the ultimate combination of sound, vision and movement to create the next best thing to having a salesman in the living room. Many brands have utilised the medium to great effect to create advertising which resonates with the public psyche, good examples are Levi's (Launderette), Guinness (Horses) and Hamlet (The mild cigar).