Marketing Architects: TV Advertising Blog

4 Hidden Truths About TV Advertising

Written by The MA Team | 1/15/25 5:00 PM

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!

 

Quick—name your favorite TV commercial. Got one? This week, we're revealing why these ads stick in your memory and sharing insider secrets about TV advertising that most marketers miss. 

—Elena  

 

94% of attention-weighted video advertising happens on broadcast TV.

While the average Facebook ad gets just one second of attention and YouTube manages 4.5 seconds for non-skippable ads, TV commands a full 15 seconds of active viewer engagement. 

 

Everything’s about to change.The secrets to TV advertising success.          

Let's bust some myths about TV advertising. Our years in the industry have taught us four lessons all TV advertisers should know. 

  1. Audio matters more than you think. Eye-tracking studies show most people look away during commercials. But they're still listening. The most effective TV ads make the most of audio with a clear voiceover and spoken call-to-action. Close your eyes during your next commercial. If you can't follow the message, neither can your customers.
  2. Linear and streaming TV, together. Total TV viewership, including linear and CTV, grew from 247 million in 2022 to more than 250 million in 2024. According to Nielsen, 74 percent of households watch both traditional broadcast and streaming TV.
  3. The "too expensive" myth. The traditional buying methods for TV media are old-school now. AI buying platforms are making this previously archaic industry more accessible for brands and budgets of all sizes.
  4. The six-month mark. The best TV results don't show up in your first-week metrics. Research shows 60% of TV's impact happens after six months, boosting everything from pricing power to social media performance. Playing the long game pays off. 

Listen in on our discussion.

 

“TV's Future is Much More Than Connected”       

Our latest research report reviews the modern TV landscape, exploring how both linear and connected TV play crucial roles in effective advertising strategies.  

Read the report. 

 

 

 

TV is not a channel to be ignored.       

“Any marketer who considers walking away from TV advertising would be crazy to do so.” 

— Peter Field 

 
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