How TV Can Build Your Brand. And Your Bottom Line
“We can’t afford to run a TV ad.”
“TV is great for awareness, but I need performance.”
“TV is a very difficult channel to measure.”
Do any of these statements sound familiar?
For years, marketers have viewed TV as an upper-funnel channel, accessible only to the brands with the biggest budgets. But this is one of the biggest misconceptions in modern advertising.
New research is proving that TV advertising is not just a top-of-funnel play—it’s an integral part of a performance-driven marketing strategy.
According to a new research report conducted by Tatari and Marketing Brew, nearly two-thirds of marketers are currently investing in TV advertising - shattering the perception that TV is out of reach for most brands.
One of the biggest shifts in TV’s role is its impact beyond traditional brand-building. Brands that advertise on TV often see an immediate lift in branded search activity and better performance on digital channels. This demonstrates that TV doesn’t just create demand—it accelerates the path to conversion.
TV’s ability to blend brand and performance marketing comes at a pivotal time for marketers. According to the report, 47% of respondents are prioritizing a balance of brand awareness and customer acquisition, recognizing that long-term growth requires both.
Good thing we’ve been saying TV delivers on these goals ad nauseam.
Surprisingly - or not surprisingly depending on your CFO, 46% of marketing decision-makers expect to increase their budgets in 2025.
But, they’ll need to show results like ROAS and CAC. That’s why they are breaking out of their comfort zone and testing new channels beyond search and social; channels like TV. As CPMs on platforms like Meta and Tik Tok reach new heights, marketers are pleasantly surprised that CPMs on TV can actually be lower, making it an effective way to scale reach without sacrificing efficiency.
Then there’s AI.
What report would be complete without some mention of how AI is changing everything. According to those surveyed, 38% of marketing teams are using AI to assist their campaigns. And they are excited about the potential of AI to help with executing TV campaigns. 32% say they are excited about AI-powered buying.
The myth that TV is only for brand awareness is officially debunked - if you count what 200+ marketers told Marketing Brew. But don’t take our word for it. Check out the report to see how marketers are thinking about 2025.
