Is Television Advertising Still Worth It in 2025?

Television advertising once sat at the top of the marketing food chain. Big brands, big budgets, primetime slots, and the kind of cultural impact that would echo for years. But in a world where audiences are fragmented across streaming platforms, social media, and on-demand content, many businesses are asking the same question: is TV advertising still worth it?

The short answer is yes, but the reasons why may surprise you. In this article, we explore the evolving role of television ads, how the landscape is shifting, and why TV remains a powerful option for brands looking to drive meaningful results.

The Changing Shape of Television

To understand the current state of TV advertising, it’s worth clarifying what we mean by “television” today. According to Zonlax Global, It’s no longer just the BBC or Channel 4’s scheduled programming. We’re talking about a much broader ecosystem that includes:

• Terrestrial broadcast TV (BBC, ITV, Channel 4, Channel 5)

• Sky and other satellite or cable providers

• On-demand platforms such as ITVX, All 4, and Sky Go

• Smart TV environments like Samsung TV Plus and LG Channels

• Connected TV advertising through platforms such as FreeWheel and The Trade Desk

All of these fall under the umbrella of modern television, and many offer powerful, targeted advertising options. Rather than fading away, television has adapted and evolved.

Reach Remains Unmatched

Despite the rise of digital and social platforms, television remains a channel with extraordinary reach.

According to Thinkbox, the marketing body for commercial TV in the UK, television reaches 91 percent of the UK population every month. The average viewer watches around 2 hours and 24 minutes of broadcast TV per day, with high levels of attention focused on commercial breaks.

This scale is difficult to match through digital advertising alone. Even major YouTube campaigns often struggle to deliver the same kind of mass impact as a well-timed, high-quality TV spot.

Credibility and Trust

One of television’s enduring strengths is the credibility it offers. A study by Nielsen found that TV remains one of the most trusted forms of advertising, alongside editorial content and print. That contrasts with the increasing scepticism many consumers feel about online display ads or social media campaigns.

In short, if your brand appears on TV, it signals to viewers that you are established, legitimate, and worth paying attention to.

It Drives Results

TV ads don’t just raise awareness, they also drive consumer action.

According to Thinkbox, television advertising delivers the highest return on investment of any media channel, with an average ROI of £4.20 for every £1 spent. When paired with digital, the performance improves further.

Television is especially effective at driving brand searches and online activity. In a world where buying decisions are often made in stages, seeing a brand on TV frequently prompts people to look it up online, explore its website, or follow it on social media. TV acts as the catalyst that pushes potential customers further down the funnel.

No Longer Just for Big Brands

There’s a persistent myth that TV advertising is only for household names with six-figure budgets. But the market has changed. Airtime costs have become more flexible, and options like Sky AdSmart allow advertisers to target specific regions, households, and demographics. That means you only pay to reach the people who are likely to matter most to your business.

A regional business, growing start-up, or challenger brand can now use TV effectively without needing a national media spend. It’s also far easier to work with a tv ad production company that understands how to deliver creative that meets broadcast standards and still works well on digital channels.

Modern Formats of TV Advertising

Television in 2025 is more flexible than ever. These are some of the most popular formats available to advertisers:

Linear TV Commercials

Traditional 30-second spots during scheduled programming. Ideal for brand awareness and broad campaigns.

Connected TV (CTV) Ads

These are video ads shown on apps within smart TVs and streaming platforms. They allow better targeting and personalisation.

Addressable TV

Ads delivered to specific households based on location, interests, or demographics. Sky AdSmart is a leading platform for this model.

Programme Sponsorship and Idents

Sponsorship bumpers before and after shows. A subtle but effective way to stay top of mind during relevant content.

Interactive or Shoppable TV

Viewers can click, scan, or engage with ads directly using their remote controls or mobile devices. This is still emerging but shows strong potential.

Each of these offers different benefits depending on your objectives. The best campaigns often combine two or more formats to build awareness and then drive action.

What Makes a TV Ad Effective?

A good television commercial is more than just a pretty shot or clever copy. It needs to achieve clarity quickly, hold attention, and feel trustworthy.

The most successful ads tend to share a few qualities:

• A clear message with a strong takeaway

• Simple storytelling, easy to understand on the first viewing

• Emotional resonance, whether through humour, empathy, or tension

• Visually strong and adaptable to silent viewing

• Branding early and consistently throughout
   

A professional production company will help shape your idea into something that not only looks polished but also delivers results. You’re not just making a video — you’re building trust in front of a mass audience.

TV Works Best Alongside Digital

Rather than choosing between TV and digital, the most effective campaigns use both.

• Repurpose your TV creative for YouTube pre-rolls

• Create shorter cutdowns for Instagram or LinkedIn

• Use paid search to capture brand interest immediately after the ad airs

• Tie the message into your website, email campaigns, and social content

• Target the same audiences through retargeting or programmatic display

Navigating Production and Compliance

Producing a TV ad isn’t quite like making a YouTube video. You’ll need to comply with UK regulations, work with Clearcast for approval, and deliver content in specific formats for each broadcaster.

This is where working with experienced videographers in London or a full-service production agency can save a lot of time and avoid headaches. From casting and scripting to post-production and delivery, having a team that knows the process makes all the difference.

Final Thoughts

Television advertising is not just surviving, it’s thriving — albeit in new forms. For businesses that want to build trust, reach large audiences, and drive measurable outcomes, TV remains one of the most powerful tools in the marketing mix.

It may no longer be the only show in town, but it still delivers unmatched credibility, reach, and ROI when used correctly. And thanks to targeted buying options and more accessible production models, it’s now a channel that businesses of all sizes can make use of.

In a world full of noise, TV still cuts through.