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Benefits and Advantages of TV Advertising

Planning an Ad Campaign or using thinking about using TV?

If you are a business or brand that is looking to advertise on Television in the UK then you are in the right place. Within this post we will talk about both the benefits and advantages to Television Advertising, the Networks, routes to plan and buy your marketing campaign even the impact that ‘watching live’ has on the UK viewer and in turn UK Advertiser.

The Benefits of TV Advertising

Within this post we will try to answer some of the most commonly asked questions that we get asked by our clients and potential television advertisers regularly. Should you have any questions regarding marketing your business on TV then be sure to let us know in the comments or drop us a message and we’ll talk you through how we can get your business on TV.

Topics that we discuss include:


  1. What is TV Advertising?

  2. UK TV Stats and Facts

  3. The Growth of Streaming Advertising

  4. Television Advertising is not just for huge brands

  5. Regional TV Advertising in the UK

  6. The Television Networks

  7. What is DRTV?

  8. Why Advertise on Television?

  9. Reaching Larger Audiences with TV Campaigns

  10. Television and its influence

  11. Targeting the UK Viewer

  12. Captive Audience Factor

  13. 'Watching Live'

  14. Brand Legitimacy and Trust

  15. TV Campaigns with Online

  16. Television Advertising for Online Brands

  17. Advantages of Television Advertising Summary

  18. Importance of TV

What is TV Advertising?


So let's start at the beginning.. TV advertising is the practice of promoting products, services, or brands through commercials broadcast on television channels. It is one of the most traditional and impactful forms of advertising, known for its ability to reach large and diverse audiences quickly. These advertisements can range from short 10-second slots to longer formats like 60 seconds or more, depending on the message and campaign goals. TV ads are typically placed during commercial breaks of popular programmes or strategically scheduled to reach specific demographics, ensuring maximum exposure to the target audience.


TV advertising is a dynamic medium that combines visuals, audio, and storytelling to create memorable brand experiences. Unlike many other forms of advertising, TV ads have a unique ability to capture the audience’s undivided attention, particularly during live broadcasts. Advances in technology, such as targeted advertising platforms like Sky AdSmart, have made TV advertising even more effective by allowing brands to tailor their messaging to specific households based on demographics, location, and viewing habits. This versatility, combined with its ability to build brand trust and drive sales, makes TV advertising a vital component of any comprehensive marketing strategy.


TV Advertising UK TV Stats and Facts:

Though online streaming services and video platforms, from Netflix to Youtube, are grabbing more and more eyeballs by the day, it’s a mistake to listen to the naysayers and their rhetoric that TV advertising is dead. Television still accounts for 37% the average UK resident’s media consumption. More than that, it accounts for 95% of all video advertising that’s actively viewed, lending it a reach and mass-media potency that the internet still has a long time to catch up with.

2025 update: While specific figures for 2024 aren't provided in the available sources, it's important to note that the media landscape is continually evolving, with digital platforms increasingly capturing audience attention. On average, a UK viewer will see 41 TV ads on any one given day. As such, Television advertising is still the most effective kind of video marketing around. Here’s we’re going to look at the benefits of TV advertising in the UK, and how it’s something that businesses of all shapes and sizes could tap into.


2025 update: Recent data indicates shifts in viewing habits, with traditional TV reach experiencing fluctuations.


The Growth of Streaming Advertising:

The UK TV streaming advertising market is expected to surpass £1bn by the end of 2024, following the introduction of advertising by platforms like Netflix. This marks a significant shift in the advertising landscape, with streaming ads growing to 30% of the traditional television advertising market's size.

TV Advertising is not just for Huge Brands


When you think of the advantages of TV advertising, you’re likely to think that surely, it’s only the biggest brands that will get the full mass-media reach on offer. There’s no denying that the bigger your budget and the bigger your audience, the more you’re likely to see in return. However, that doesn’t mean that small and mid-sized businesses can’t benefit and reap their own share of the rewards, too.

Regional TV Advertising in the UK


Besides advertising on local channels such as; London live, That's Swansea Bay or Bay TV in Liverpool, there are ways to use nationwide UK TV networks regionally too. ITV for example is broken down into regions such as Anglia, Granada or STV (Scotland). You can even buy specific transmitters to further improve your local targeting within those regions as well, although you need to consider the cost here as local level inventory is traded at a premium.

ITV TV Advertising Regional Map

Another way to buy regional TV is via Sky AdSmart, which targets viewers in different locations, of different ages, lifestyles, and other factors. Sky Adsmart can be bought and targeted at even smaller audiences and areas such as cities or towns. The role of data in marketing is allowing large advertising platforms, like Sky, to offer a more tailored approach that ensures that smaller brands can still get in on premium viewing environments.

Thinking about advertising on television? We can help your business to get onto TV, regional campaigns, satellite only campaigns and national terrestrial TV campaigns. Find out more about our TV Advertising Services and packages.

The TV Networks


There are literally hundreds of channels that you can use to target TV viewers from in the UK. Fortunately from a planning and buying perspective the majority of which are largely controlled by networks and thus are able to be bought in packages from a single supplier. By using an agency to plan and buy your TV you can further consolidate the number of individuals that you have to talk to in order to create your marketing campaign, agencies also have access to a wealth of television advertising planning and buying systems, have great experience in this arena and they can usually buy the same airtime at reduced rates.

Bundling in all of the commercial and non-commercial broadcasters across digital, terrestrial, satellite and cable there are more than 480 channels to choose from controlled by giants like the BBC, ITV and Channel Four as well as the SKY channels, UKTV and a whole host of local broadcasters. For a full list of TV channels by network check out the List of UK TV stations on Wikipedia as it is regularly updated and a great guide as to who owns who.


2025 update: Sky's AdSmart platform has introduced new features, such as Search Behaviour Targeting, allowing brands to target audiences based on specific online search behaviours. This enhances the precision of TV advertising, making it more comparable to digital platforms.

What is DRTV?


DRTV, or direct response television, is a specific way of utilising the power of television in order to cost-effectively generate responses to a particular call to action. That could be a phone call, a website visit or some other form of direct call to action such as a sale. The essence of DRTV is measurement and optimisation. Ratings (the numbers of your target market that are watching the ad) are closely monitored compared to response. As the intended result is largely immediate or shortly after seeing the TV advertising, results are compared to the particular spot and an ROI can be calculated.

It takes an experienced team with industry-leading tools to produce DRTV campaigns that deliver. But deliver they do and once an ROI has been calculated a steady stream of calls or sales can be forecast and in turn delivered.

Why Advertise on TV?


Television advertising delivers a huge business advantage. It can drive market share, people trust TV and it provides scale and reach. It also provides you the ability to buy the exact amount of ratings (or numbers of viewers) that you need. Whether it's a winters evening and everyone is cozy'ing down around the television to watch live the latest 'big hit' or in summer when less people are glued to the box, you buy a specific amount of your target audience and that is what the station or network has to deliver you.

Television also creates word of mouth. How many times have you heard the saying, 'did you see that TV advertisement for...' the other night? Particularly around Christmas when the big high street advertisers are rolling out their 30 second epics and Christmas campaigns.


Note: During the 2024 Christmas season, advertiser Television advertising expenditures reached a record £10.5bn!


There are many other advantages to TV advertising and we look into some of those benefits in more detail below.

The Advantages of using TV Advertising


Reach a Larger Audience

Simply put, not other kind of media allows you to reach as many people with a single advertisement - TV Advertising is incredible at reaching large audiences with frequency, quickly. In the UK, TV advertising can reach as many as 70% of the population in a single day. We’ve already shared that TV makes up for over 90% of all video advertisement engagement. While mobile devices and PC use are becoming more common, they’re still not quite as ubiquitous as the TV in the living room. When you consider that most UK families have more than one TV in the house, that only increases your reach further. One of the greatest strengths that TV benefits from, is the opportunity to scale your marketing and reach potentially huge audiences. Fast and with frequency.


Better at Influencing Customers

Another of the advantages, especially when compared to other video marketing platforms, is that TV still regularly sees some of the highest engagement rates available. When looking at website data for companies using TV advertising, Television advertising often contributes to more than 35% of all visits to the total number of all visitors. Furthermore, global studies have shown a 60% likelihood of buying a product when influenced by TV ads, compared to a 40% likelihood for online and social media advertising. TV advertising still has the air of prestige and quality that online marketing platforms haven’t quite got to, yet. This is in part due to the impression that anyone can advertise on the internet, while the TV is considerably more exclusive which is, to some degree, true.


Improved Audience Targeting

One of the major, frequently mentioned advantages of digital marketing is just how specifically you can target them. Advertising platforms, such as Google, Facebook, Youtube, and so on, collect more and more data on how their audience engages with platforms, as well as key demographic information and location, which allows advertisers to make sure that they’re reaching the right people as frequently as possible when marketing on those platforms. However, that strength isn’t unique to online marketing. Targeted marketing has long been a part of TV marketing, such as advertising at certain times of day and on certain channels to make sure you’re hitting the people who are likely to be watching that channel at that time. Your campaign would be targeted at specific audiences such as Men, Women or Children. You can also target them based on their socio-demographics or whether they are upmarket or ABC1 or downmarket (C2DE).

Here's a useful guide that may help you in planning your television advertising. It details the target audiences available, how many of that target audience there are. The reach and many other useful facts for planning and buying your next Television campaign.

Benefits of targeting different tv audiences

Source: Thinkbox

Yet, it’s getting even more sophisticated. As mentioned when looking at Sky AdSmart, targeted marketing is becoming more and more integral to TV advertising as well. Now, TV has the same level of in-depth targeting, right down to the individual screen.


The Captive Audience Factor

As mentioned, when it comes to recorded or on-demand TV, there is some potential for ad skipping. However, most people still watch some live TV every day, and platforms are getting better at positioning ads in front of on demand content to ensure that they get the attention you pay for. Unlike almost every other medium except, perhaps, the much less widely-used radio, TV advertising delivers a captive audience. They’re free to get up and make a cup of tea when the ads come on or switch channels, but the majority will remain in their seats, 'watching live' allowing your ad to enjoy its time in the spotlight. If the programme that they are watching has been recorded and they skip the ad, no problem. You won't get charged for that anyway.


'Watching live'

Make no mistake, ad blockers are a serious roadblock to digital advertising that has marketing teams like ours scratching their heads to figure out. More and more websites are using an opt-in system, where users must white list the website and accept the use of advertising, before they’re able to use that content. However, this is an issue that simply doesn’t exist on TV. Live recording does enable some viewers to fast-forward past the ads. However, 91% of all viewers still watch live television at least once a week. On-demand is fast growing, but some platforms are looking to incorporate unskippable ads that have to be watched to view the on-demand content. Since the broadcasters control the medium, it’s much easier to ensure that their audience simply doesn’t zip past the ad.

Brand Legitimacy and Trust

One of the important parts of successful TV advertising is that you allow the cost, effort, and time it takes to develop an ad that’s suited for such a widely viewed platform. However, that cost is almost always worth it because viewers tend to trust television more than other mediums. They also engage with it more than other mediums. When it comes to establishing a sense of legitimacy and trust to your brand, TV does it better than any other platform. Furthermore, it does it to such a wide market, that brand recognition is almost guaranteed to increase after a single TV ad campaign. Many of the most viral TV ads today had modest beginnings, just think of the Go Compare jingle that has been in use for over a decade now.


TV and Online Work Together

Believe it or not, TV does not have to be compared directly against or in competition with online forms of marketing. In fact, taking a multi-channel approach with the same branding or campaign can further stimulate brand recognition and growth. Furthermore, TV can be watched from all devices precisely thanks to the power of the internet. TV advertising has also been shown to better engage users with your online content. Whether it’s a multimedia marketing campaign they get involved in, or simply by sending them to your site, your TV advertisements can prompt them to get involved with your online efforts much more. Furthermore, the viral nature of the internet makes it easy for an ad to get shared and seen thousands, if not millions, of times. You can also use your TV commercial or ads on video platforms like Youtube. This is a great way to extend the reach of your TV campaign and get even more value out of your creative.

TV Advertising for Online Brands


The online space is becoming more and more cluttered. As more retailers move online, some indeed giving up their bricks and mortar stores competition online is fierce and ad inventories sometimes expensive or over-bought. More and more online brands are taking to TV to reach new customers and expand their audiences.

Online brands need to work even harder on their advertising than those without a product or a store. Brand building and regular reminders to their customers to visit their websites, loyalty campaigns, promotions and offers are all now part of the online industries marketing campaigns, particularly those that are trying to target light or infrequent shoppers. In fact, online business are now the biggest category in the UK TV advertising space, outspending food or cosmetics to take the top spot.

Online Advertiser Spend by Year

Online natives that have no bricks and mortar stores are the biggest spenders, the likes of Amazon, Deliveroo, Just Eat or Wayfair. Online only services and channels such as Netflix, Uber or Ebay also advertise heavily using TV.

Large or small it is a fact that using television advertising is a driver for ecommerce businesses. Campaigns that include TV as part of the marketing mix get better ROI than those that use marketing channels that exclude Television. Native brand or smaller business, using targeted TV advertising will help your online business to perform better, get more traffic and more customers.

Television Advertising for ecommerce business

Source: Thinkbox


Advantages of TV Advertising Summarised:


Television advertising remains a powerful and adaptable medium, even in today’s fast-changing digital landscape. Despite the growth of online streaming and digital platforms, TV continues to dominate video advertising, with 95% of actively viewed ads and 37% of UK residents’ media consumption. Its unparalleled reach and influence, combined with the trust and legitimacy it fosters, make it a vital tool for businesses of all sizes.


Moreover, TV is no longer just for big brands. Platforms like Sky AdSmart and regional advertising opportunities enable smaller businesses to create targeted, cost-effective campaigns. The advancements in audience segmentation and data-driven targeting bring TV advertising closer to the precision of digital marketing while maintaining the prestige of a traditional medium. This blend of broad reach and refined targeting makes TV uniquely positioned to engage captive audiences and drive purchase decisions.


TV also complements online efforts exceptionally well. Combining TV with digital campaigns amplifies reach, boosts ROI, and creates multi-channel opportunities for brand growth. For online-only brands, TV is increasingly essential for cutting through the clutter of digital spaces and driving traffic and sales. The fact that online businesses now outspend traditional categories like food and cosmetics in TV advertising demonstrates its continued relevance and value.


With over 480 channels to choose from in the UK, agencies can simplify the planning process, ensuring that businesses of all shapes and sizes can access this high-impact medium. While digital platforms are expanding, TV advertising’s ability to deliver massive, engaged audiences remains unmatched. Businesses looking to scale their reach, build trust, and drive results should embrace TV as a key component of their marketing strategy.


Whether you’re a small business or a large-scale operation, the opportunity to harness the power of TV is more accessible than ever. It’s a channel that not only works on its own but also thrives alongside online marketing, making it a cornerstone for effective and holistic advertising campaigns.


Convinced on the Importance of TV Advertising?


TV is not only the most widely viewed medium for video advertisements, it’s getting more diverse and welcoming of small and mid-sized businesses as well as the more traditional larger traditional television advertisers. Now, more than ever, your business can take advantage of a TV appearance and start to use this medium to promote your products and services using this most powerful channel.

At Improve Marketing, we can help your business navigate the entire process, from creating and shooting the ad, to getting it in the right media channels, for the best chances of success. Don’t hesitate to get in touch if you want your brand to become a TV star, drive sales and grow your business with effective TV advertising.

Improve Marketing TV Advertising

Improve Marketing is a full service marketing agency. We help businesses to be better by improving their marketing. If you would like to get your business or brand onto TV why not contact us and let's chat about how we can help you to make that happen.


 

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