Television remains one of the most effective advertising channels. Why? It excels at both building brand awareness and driving sales because of its ability to deliver emotional, visual stories with strong reach and credibility.
Ask a Gen Xer which fast-food chain once asked, “Where’s the beef?” and they’re very likely to answer correctly. (It was Wendy’s.) Say “I’m Lovin’ It,” to a Millennial and they’ll know you’re referencing McDonald’s. From memorable taglines to iconic jingles, TV advertising is so effective that it even has the potential to become part of America’s shared culture.
This cultural power is more than nostalgia—it represents opportunity for businesses of all sizes. Linear TV advertising still reaches millions of viewers every day, including the customers that small businesses depend on.
Benefits of advertising on TV
Global brands may have the budgets to create ads that become cultural touchpoints, but businesses of all sizes can run effective TV advertising campaigns—even locally. From building awareness to building trust, here are some of the ways an investment in TV advertising can benefit businesses.
TV builds credibility in a trusted environment
Television is one of the most trusted advertising platforms among U.S. consumers. In YouGov’s International Media Consumption Report, TV ads tied with print to take the top spot for credibility, outperforming digital formats.1
TV delivers reach that can be broad or targeted
Whether you want to introduce your business, keep it top of mind, or promote a sale or event, linear TV is where you can go for immediacy, repetition, and desired reach. Even as viewing habits change, broadcast and cable together still account for over 44% of all TV usage in the U.S.2
While linear TV advertising can mean having a national reach, that’s not the only option. TV ads can be targeted by location, programming, and even interests, keeping your message focused on the right audiences.
TV ads generate high recall and help drive sales
If a picture is worth a thousand words, a video is worth that and more. Music, motion, story—TV’s format makes it easier for viewers to emotionally connect with and remember your business. A Comcast Advertising study found that TV advertising produces higher ad recall than many other channels and strongly contributes to sales lift when combined with digital.3 And a MediaScience study found that multiscreen advertising can help brands achieve +125% higher brand recall and +15% higher purchase intent.4
Why TV advertising still works
Television advertising remains a powerful way for small businesses to stand out and stay memorable. Plus, TV advertising is more cost-effective than ever thanks to advanced data, audience targeting, and addressable TV, which lets you deliver ads at the household level. Today’s small businesses can tap into the credibility of linear TV with less waste, more relevance, and better performance.
TV advertising isn’t just still effective—it’s evolving, measurable, and built to help your business grow.
Ready to grow your business through TV advertising? Contact us to start reaching your audience wherever—and however—they’re watching.
Sources:
1. YouGov, “Global study: Which types of ads do people trust?” March 5, 2021.
2. Nielsen, “The Gauge,” May 2025.
3. Comcast Advertising, “Digital Loves TV.” MediaScience, Comcast Advertising Study, March 2022, n=188. Comparison of an ad on a TV screen + a digital ad on a mobile device vs. two digital ads on a mobile device.