Skip main navigation

The importance of TV advertising

In this article, you will cover the importance of television advertising, and how and when to use it most effectively in marketing campaigns.
Still a popular medium for viewers and marketers alike, TV has survived various industry changes to provide a reliable and trusted marketing channel.

The importance of TV advertising

Although many had questioned whether the age of TV advertising would come to an end with the rise of online streaming, this has not been the case.

Despite the rising popularity of online streaming, marketers continue to pour large sums of money into TV as a key medium in their marketing mix.

According to the Advertising Association (Adassoc) companies spent over £5 billion on TV advertising during 2018.

Why should you use TV advertising?

The very reason for most viewers’ engagement with TV is its content. This is still the most effective channel for brand awareness. TV advertising creates, builds and grows brands.

Whilst TV has the highest efficiency at achieving KPIs to drive sales, profit and increase market share, it works even better when combined with digital.

When should you use it?

Things to consider:

  • TV is generally an expensive channel to invest in. This means it is ordinarily only available to big established brands.
  • The time slots are small, and people tend to skip through or get distracted with other things during the advert break. So, for a TV advert to be effective, you need to pick a simple message that you can convey quickly and easily.

If you’d like to learn more about marketing and advertising, check out the full online course, from the Institute of Data & Marketing, below.

This article is from the free online

Introduction to Marketing: Omnichannel Marketing and Analysis

Created by
FutureLearn - Learning For Life

Reach your personal and professional goals

Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.

Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.

Start Learning now