This study by Screenforce Germany and eye square demonstrates the connection between context, the type of TV commercial shown to viewers and the impact of television advertising. People use television in very different ways throughout the day. Who watches what, when, with whom, in which mood and with what attention? These questions are driving not only programme makers but also advertisers, as the context of media usage becomes increasingly important for media planning. The study shows the types of communication that are successful in different situations and why. When does advertising need particularly strong and clear branding? When does it need to strike more gentle notes, and when does it pay to put viewers in a good mood? Advertisers, agencies and media planners can expect first-of-a-kind insights about how to take context into account to optimise impact, and how they could even do this systematically in future.