The Advantages and Disadvantages of TV Advertising in 2025
Television advertising has been declared dead more times than print, yet it generated $60.6 billion in 2024 according to Statista; hardly a dying medium. The reality is more nuanced: TV advertising isn't dying, it's evolving.
Traditional linear TV now shares space with connected TV, streaming platforms, and hybrid models that blur old definitions. For brands evaluating their media mix, understanding TV advertising's modern advantages and disadvantages isn't just about broadcast versus digital, it's about finding the right combination of reach, targeting, and creative impact.
Smart marketers aren't choosing between TV and other channels; they're determining how TV fits within an integrated marketing strategy that drives real results. Here’s everything you need to know about TV advertising.
TV remains unmatched for mass reach, cultural relevance, and brand trust, ideal for awareness campaigns and premium positioning.
Production and media costs are high, with limited targeting and flexibility, making traditional TV challenging for startups and agile marketers.
Connected TV bridges the gap, offering digital-level targeting, faster turnaround, and better attribution with lower investment thresholds.
TV’s emotional power and trustworthiness enhance brand equity, especially in finance, healthcare, and high-consideration categories.
Younger audiences are harder to reach on traditional TV, but second-screen behaviors offer opportunities for integrated, multi-channel impact.
Good Kids helps brands create breakthrough TV campaigns, combining high-impact creative with modern efficiency and multi-platform strategy.
Undeniable Advantages of TV Advertising
TV ads aren't just surviving, they're outperforming. With smarter targeting and real-time data, brands are seeing bigger returns and better engagement than ever. Here’s what makes them a clear advantage.
1. Unparalleled Reach and Scale
Television remains the only medium capable of reaching millions simultaneously. Super Bowl LVIII drew 123.7 million viewers; the largest audience on record. While no other programming approaches those numbers, regular primetime slots still deliver audiences that digital channels struggle to match. Even in the streaming age, live TV events from sports to award shows create cultural moments that unite massive audiences in real-time.
This scale advantage extends beyond tentpole events. In 2022, viewership for network local affiliate news stations (ABC, CBS, Fox and NBC) stayed relatively stable from 2021 across almost all key time slots according to Comscore data. For brands launching products nationally or regionally, TV provides mass awareness capabilities that would require dozens of digital campaigns to replicate. The efficiency of reaching millions through a single spot placement remains TV's superpower, particularly for established brands maintaining market presence.
Here’s a quick comparison between the average reach of the major advertising formats.
| Format | Average Reach | CPM Range | Audience Quality |
|---|---|---|---|
| Network Primetime | 8–12M viewers | $25–45 | Broad demographic |
| Cable News | 1–3M viewers | $15–30 | Higher income, older |
| Local Broadcast | 500K–2M/market | $10–25 | Geographic targeting |
| Sports Programming | 5–20M viewers | $40–100+ | Male skew, engaged |
| Daytime TV | 2–4M viewers | $5–15 | Female 35–64 |
| Connected TV | Targeted reach | $15–30 | Premium, measurable |
Format: Network Primetime
Average Reach: 8–12M viewers
CPM Range: $25–45
Audience Quality: Broad demographic
Format: Cable News
Average Reach: 1–3M viewers
CPM Range: $15–30
Audience Quality: Higher income, older
Format: Local Broadcast
Average Reach: 500K–2M/market
CPM Range: $10–25
Audience Quality: Geographic targeting
Format: Sports Programming
Average Reach: 5–20M viewers
CPM Range: $40–100+
Audience Quality: Male skew, engaged
Format: Daytime TV
Average Reach: 2–4M viewers
CPM Range: $5–15
Audience Quality: Female 35–64
Format: Connected TV
Average Reach: Targeted reach
CPM Range: $15–30
Audience Quality: Premium, measurable
2. Emotional Impact and Brand Building
Television's combination of sight, sound, and motion creates emotional connections that other media struggle to match. Research from Tracksuit in partnership with Google, Ipsos and the IPA found emotional campaigns are nearly three times as effective as rational campaigns in generating organic impressions and media. This emotional resonance translates directly to brand metrics; advertising with emotion is 27% more likely to go viral and be shared.
The production value expected and delivered through TV advertising reinforces premium brand positioning. When consumers see brands on TV, particularly during premium programming, it signals market leadership and stability. According to research from Kantar, TV continues to rank as the most trusted media channel. For brands building long-term equity, TV's emotional impact remains unmatched.
3. Cultural Relevance and Water Cooler Moments
Television creates shared cultural experiences in an increasingly fragmented media landscape. From Super Bowl commercials becoming news stories to streaming shows dominating social conversation, TV advertising can tap into collective moments that amplify campaign impact far beyond paid media. Coinbase's QR code bouncing around the screen during Super Bowl LVI crashed their landing page as so many viewers scanned it, demonstrating TV's unique ability to drive mass, immediate action.
Experiential marketing efforts often build from TV moments, extending campaigns into social, digital, and real-world activations. A well-placed TV spot during cultural tentpoles like the Oscars, March Madness, or season finales can anchor integrated campaigns that ripple across channels. This multiplier effect means TV investment often delivers value beyond direct response metrics.
4. Trust and Credibility Signals
Consumer trust in TV advertising significantly exceeds other channels. A 2023 Center study found 56% of U.S. adults say they often get news from digital devices, surpassing 32% who often turn to television, yet TV maintains higher trust levels for advertising. This trust premium stems from TV's barrier to entry; the production costs and media investment required create an implicit quality filter that doesn't exist in digital channels.
For new brands or those entering new markets, TV presence signals legitimacy. The investment required for TV advertising suggests business stability and commitment to the market. This psychological impact particularly matters for categories requiring consumer trust; financial services, healthcare, and automotive brands continue to prioritize TV precisely because it conveys credibility that digital-first strategies may lack.
Disadvantages of Traditional TV Advertising
Traditional TV ads may have had their prime time, but their playbook is showing its age. Limited targeting, high costs, and guesswork reporting make it tough to justify the spend in a data-driven world.
1. Prohibitive Costs and Budget Barriers
Television advertising's greatest strength, premium quality, creates its biggest weakness: cost. Prime-time slots during evening hours command the highest rates due to their large viewership, often costing eight times more than daytime slots. A 30-second TV commercial can range from $1,000 to well over $100,000, depending on factors like the network, time slot, production quality, and audience reach. These costs create barriers that exclude many growing brands from TV advertising entirely.
The traditional TV model compounds costs through inefficiency. Media buyers often purchase broad rotations to ensure reaching target audiences, accepting that significant portions of impressions will reach viewers outside their target demographic. This "spray and pray" approach means brands pay premium prices for wasted impressions — a particularly painful reality when performance marketing channels can target specific audiences with minimal waste.
Here’s a general overview of the costs you can expect.
| Cost Component | Low End | High End | Industry Average |
|---|---|---|---|
| Production (30s) | $8,000 | $1 million+ | $10,000–$50,000 |
| National Placement | $5,000 | $100,000+ | Varies by daypart |
| Local Placement | $500 | $5,000 | $1,500 |
| Agency Fees | 10% | 20% | 15% |
| Post-Production | $5,000 | $100,000 | $25,000 |
| Media Planning | $10,000 | $250,000 | $50,000 |
Cost Component: Production (30s)
Low End: $8,000
High End: $1 million+
Industry Average: $10,000–$50,000
Cost Component: National Placement
Low End: $5,000
High End: $100,000+
Industry Average: Varies by daypart
Cost Component: Local Placement
Low End: $500
High End: $5,000
Industry Average: $1,500
Cost Component: Agency Fees
Low End: 10%
High End: 20%
Industry Average: 15%
Cost Component: Post-Production
Low End: $5,000
High End: $100,000
Industry Average: $25,000
Cost Component: Media Planning
Low End: $10,000
High End: $250,000
Industry Average: $50,000
2. Measurement and Attribution Challenges
Traditional TV's measurement limitations frustrate performance-focused marketers. While digital channels provide real-time conversion data, TV relies on panel-based measurements and delayed attribution models. Traditional reach metrics like Gross Ratings Points (GRPs) measure the cumulative impact of an ad, multiplying the audience size by the ad frequency within a set time window, but don't show actual conversions.
Multi-touch attribution becomes even more complex when TV enters the mix. Advanced attribution models offer the most accurate view of TV effectiveness, especially when focused on TV outcomes, but these models are complex and need regular maintenance with an ever-changing customer journey. Without clear attribution, TV budgets face scrutiny from CFOs demanding measurable returns. Modern marketing analytics help bridge this gap, but perfect TV attribution remains elusive.
3. Audience Fragmentation and Declining Viewership
Linear TV viewership continues its steady decline, particularly among younger demographics. Adults 18-34 watch 65% less traditional TV than a decade ago, spending more time on YouTube, TikTok, and streaming services. This fragmentation means reaching younger audiences through traditional TV becomes increasingly expensive and inefficient; CPMs for reaching 18-34 year-olds have increased significantly while actual reach declined.
Even audiences still watching TV increasingly multitask. 83% of American TV watchers use a second device while watching TV, dividing attention between screens. This "continuous partial attention" diminishes advertising impact; viewers might see your ad but not process the message. For brands targeting younger, digitally-native consumers, traditional TV's audience challenges often outweigh its advantages.
4. Lack of Flexibility and Long Lead Times
Traditional TV advertising operates on fixed schedules that feel antiquated in today's real-time marketing environment. CTV measurement tracks and analyzes the performance of CTV ad campaigns, providing marketers with the data needed to optimize and assess the effectiveness of their CTV marketing strategies in real-time, while traditional TV requires 6-12 week lead times for production and placement.
The commitment required for TV campaigns also reduces optimization opportunities. Unlike digital campaigns that can be paused, modified, or scaled instantly, TV spots are locked once they air. If creative isn't resonating or market conditions change, brands must ride out their media commitments or eat substantial cancellation fees. This rigidity makes TV a risky choice for test-and-learn approaches or agile marketing strategies.
The Rise of Connected TV: Bridging Traditional and Digital
Connected TV (CTV) and streaming platforms are rewriting TV advertising's rules, addressing many traditional disadvantages while maintaining core advantages. CTV ad spending was projected to add up to 24.6 billion U.S. dollars in 2023, with US brands expected to spend over $28 billion on CTV in 2024. This hybrid approach represents TV advertising's future.
Streaming TV advertising delivers the targeting capabilities brands expect from digital channels. Instead of buying broad demographics, advertisers can target based on viewing behavior, purchase history, and psychographic profiles. This precision reduces waste and improves ROI; Our clients have seen revenue grow an average of 39% during their first year on TV according to Marketing Architects.
| Metric | Traditional TV | Connected TV | Advantage |
|---|---|---|---|
| Targeting Accuracy | 42% | 75–85% | CTV +80% |
| Minimum Investment | $50K+ | $5K+ | CTV -90% |
| Lead Time | 6–12 weeks | 1–2 weeks | CTV -75% |
| Attribution | Modeled | Direct | CTV ✓ |
| Creative Flexibility | Low | High | CTV ✓ |
| Reach Scale | High | Growing | TV ✓ |
Making TV Advertising Work: Strategic Considerations
TV advertising isn’t just about big budgets and flashy spots; it’s about making smart moves behind the scenes. With the right strategy, even legacy media can deliver modern results that punch above their weight.
When TV Advertising Makes Sense
Television advertising delivers strongest returns for specific scenarios. Established brands maintaining market share benefit from TV's broad reach and reminder messaging. Product launches requiring mass awareness can leverage TV's ability to create cultural moments. Brands targeting older demographics find TV increasingly efficient as younger viewers migrate elsewhere. Local businesses in markets with strong local TV viewership often see impressive returns from targeted geographic campaigns.
Key Indicators That TV Advertising Makes Sense
Target audience over 35: Your primary demographic still watches traditional TV regularly.
Launch budget over $100K: You have sufficient funds for production and meaningful frequency.
Geographic concentration: Your customers cluster in specific TV markets.
Brand awareness goals: You need mass reach more than direct response.
Premium positioning: TV's credibility halo effect supports your brand strategy.
The key is aligning TV investment with business objectives and audience behaviors. Brands that use a second screen after seeing an ad to find more information on a product or service that interests them represent 69% of TV sports watchers. This integration might include QR codes driving to landing pages, social media amplification of TV creative, or retargeting TV viewers with digital follow-up.
When to Avoid Traditional TV
Several scenarios suggest avoiding traditional TV investment. Startups with limited budgets typically can't achieve the frequency needed for TV effectiveness. Brands targeting Gen Z audiences find better efficiency through social platforms and streaming services. Products requiring education or demonstration often need longer-form content than TV spots allow. Direct-response focused campaigns may struggle with TV's attribution challenges compared to measurable digital channels.
Geographic misalignment also matters; national TV wastes budget for regional brands, while local TV might not provide sufficient reach for growth-stage companies. The production quality expected for TV can strain resources better deployed across multiple digital touchpoints. Understanding these limitations helps brands avoid costly TV mistakes.
The Creative Challenge: Standing Out in a Cluttered TV Landscape
Cutting through the noise isn’t easy when everyone’s shouting at once. In the crowded world of TV ads, bland creative gets ignored. This is where bold ideas, cultural relevance, and sharp storytelling become your biggest advantage.
Why Most TV Creative Fails
The average American sees 4,000-10,000 marketing messages daily, with TV ads competing for increasingly scarce attention. Research from Kantar shows 75% of TV ads generate no noticeable business effects, largely due to creative that doesn't break through.
The pressure to justify TV's premium costs often leads to overcomplicated messaging. Brands try cramming multiple benefits, calls-to-action, and brand elements into 30 seconds, creating confusion rather than clarity. Effective creative strategies focus on single, powerful ideas executed memorably. The best TV ads feel less like advertising and more like entertainment or valuable content.
Here are some elements of breakthrough TV creative:
Single-minded message: One clear idea that viewers can easily recall
Emotional hook: Human insight that creates genuine connection
Visual storytelling: Show don't tell approach that maximizes TV's strengths
Memorable device: Whether humor, music, or visual that sticks in memory
Clear brand link: Natural integration that doesn't feel forced
How Good Kids Approaches TV Creative Differently
We start with the fundamental question: why should viewers care? Traditional agencies often begin with brand messages or product features. We begin with human insights and cultural context, creating ideas that earn attention rather than interrupting it. This approach has helped clients achieve significantly higher recall rates and brand lift compared to category norms.
Our production process balances TV's premium standards with modern efficiency. We've developed techniques for creating broadcast-quality content at 40-60% lower costs than traditional production houses, making TV accessible for more brands. By shooting modular content systems rather than single spots, we maximize production value across TV, digital, and social formats; turning one shoot into months of multi-channel content.
The Future of TV Advertising: What's Next for the Industry
TV advertising isn’t dying; it’s changing. As audiences shift platforms and behaviors change, the brands that win are the ones willing to adapt. Here’s some insight on where the industry is heading and how you can stay ahead of the curve.
Addressable TV and Personalization
The future of TV advertising looks increasingly like digital advertising; household-level targeting, dynamic creative optimization, and real-time performance data. Set-Top Box Data measures precise viewing patterns and ad exposure using set-top boxes, collecting data on channel changes and view times. This technology transforms TV from broad targeting to precision marketing.
Major providers are investing billions in addressable capabilities. By 2027, industry projections suggest 85% of TV advertising will include addressable components. This shift fundamentally changes TV's value proposition; combining premium content environments with digital-style targeting and measurement. Brands preparing for this future are building creative systems that allow personalization at scale.
Interactive and Shoppable TV Formats
Television's one-way communication model is evolving toward interactivity. Some streaming TV platforms offer ad-free subscription options for viewers, which can work to the advantage of advertisers as the remaining viewers are less likely to be ad-averse and more likely to engage with the ads. Interactive formats that let viewers choose their own adventure or access additional content see significantly higher engagement than passive spots.
Innovative campaign formats blur lines between content and commerce. Peacock's "Must ShopTV" segments combine QVC-style shopping with streaming content. Amazon's X-Ray technology enables contextual shopping within programming. These formats suggest TV's future includes not just watching but participating and purchasing seamlessly.
AI-Driven Optimization and Creative
Artificial intelligence is revolutionizing TV advertising from planning through performance. AI-powered tools now predict optimal media placements with high accuracy, automate buying decisions, and optimize creative elements in real-time. Dynamic creative optimization for CTV can test thousands of creative variations, automatically scaling winners and pausing underperformers.
This technological evolution reduces TV advertising's traditional barriers. AI-driven production tools can create broadcast-quality animations at a fraction of traditional costs. Automated buying platforms democratize access to TV inventory previously restricted to major advertisers. For forward-thinking agencies, these tools amplify human creativity rather than replacing it.
Closing Thoughts — Should You Be Advertising on TV?
Television advertising in 2025 presents a paradox; it's both more challenging and more opportunity-rich than ever. Traditional TV's disadvantages are real: high costs, measurement difficulties, and fragmenting audiences create legitimate concerns. Yet TV's advantages, unmatched reach, emotional impact, and cultural relevance, remain powerful for brands that use them strategically.
The key is abandoning binary thinking about TV versus digital. Today's most effective advertisers blend traditional TV's broad impact with connected TV's precision, creating campaigns that work across the full customer journey. They use comprehensive strategies that make the most of each channel's strengths while mitigating weaknesses.
Success requires partners who understand both traditional TV craft and modern performance marketing. At Good Kids, we help brands navigate this complexity, creating TV-worthy creative that works across channels while managing budgets efficiently. Whether you're exploring TV for the first time or optimizing existing investments, the right strategy makes the difference between wasted spending and breakthrough results.
Ready to create TV campaigns that actually connect? Whether you're exploring traditional TV, connected TV, or integrated approaches, Good Kids brings the creative firepower and strategic thinking to make your investment count.
