5 Reasons Why Companies Invest in TV Advertising

Some people think that cable (linear) TV is dying. It’s not – millions of people still watch TV on a regular basis. Whether it’s sporting events, news broadcasting, morning shows or fan favorites, TV allows a business to target viewers by channel, airtime or designated area. That’s why it’s important to get your business’ message on their home screens. 

Let’s explore the top five benefits the Video Advertising Bureau says TV advertising brings to any business. 

1. Fuels the customer pipeline faster.

To grow your business, you need to reach more customers, and that’s where TV really delivers. Ad-supported TV reaches 8 out of 10 homes in an average month.¹ 

The immediate scale of TV ignites action from the customer faster, creating a halo effect on the performance of other marketing channels and ad campaigns. This results in more conversions and sales. 

2. Inspires new customers to try a business.

Embracing a total audience mindset, like you get on live TV, allows a business to gain new and unique customers you may not have chosen to target. In fact, research shows that exposure to a broader audience from TV results in a huge influx of new customers.

Following the same strategy for your business, you can use a TV campaign to drive traffic to your digital platforms and use this digital reach as an opportunity to build engagement and revenue.

3. Turns brands into household names.

TV holds a lot of authority, and brands can use this in your TV campaigns to build brand awareness and legitimize your products and services. 

Many new brands have invested significantly in TV to strengthen their image in the eyes of the consumer. And it is paying off! Brands that invested in establishing their identity and value to customers experienced significant sales growth in line with their investment.¹ 

4. Increases brand loyalty and repeat purchasing.

43% of millennials and 40% of all adults have purchased a product they saw while watching TV.¹ And the more personalized your brand and message, the more likely a viewer will become your business customer. 

Do you know the percentage of TV viewers who are more likely to buy or recommend a brand or business that personalized their message? We do, and it’s powerful! 

That’s more than 3 out of 4 viewers who are willing to purchase, repurchase and recommend a business – all because of personalization! It just goes to show how impactful TV advertising can be. 

The deep relationship that viewers have with TV programming instills a positive emotional response that improves brand attention and loyalty. With audience-targeted TV advertising, businesses can monetize this loyalty to benefit your bottom line. 

5. Strengthens brand trust and reputation. 

People trust TV.

And this holds true in all environments. 

During times of economic uncertainty, businesses that increased or maintained their TV ad investment achieved positive business outcomes. For instance, Amazon and T-Mobile increased their TV investments during the 2008 recession – leading to a compound annual growth rate of 21-34% in the following years.¹

With its solid viewership, TV still reigns supreme. When used with a multichannel ad plan, TV advertising can make people of all ages and demographics pay more attention to your business. 

1 Video Advertising Bureau: 5 Reasons Why Marketers Invest Billions in Linear TV, 2023. 

Midco is a proud member of the Video Advertising Bureau.