TV isn’t just great at grabbing attention; it delivers that attention at a much lower cost than other channels. The data shows that TV is one of the most efficient places to buy attentive seconds, outperforming skippable YouTube, social feeds, and display ads by wide margins, which means your message not only gets noticed but does so more affordably. You get real, high-quality attention at a lower cost: TV ads are 16% more efficient than skippable YouTube, 3.9x better than Facebook feeds, and 6.6x better than display banners.
But here’s the real secret to today’s TV landscape: most households don’t watch only one thing. They watch both. They switch from cable or broadcast to streaming apps on the same TV screen without thinking about it. That means the smartest planning approach isn’t to pick one format. It’s to use both strategically:
Traditional TV builds wide awareness fast.
Streaming adds the ability to reach younger viewers, cord-cutters, niche segments, and lighter linear audiences.
When you combine them, you reduce waste, improve total reach, and give every touchpoint more impact.
TV Is Where Trust Lives
When it comes to trust, TV tops almost every other channel. People rely on it more than anything else for help with purchase decisions, second only to seeing something in-store. And research from Thinkbox shows the same trend in advertising overall: TV is still the place where brands earn the most credibility.
TV content is professionally produced, reviewed, and scheduled. Ads are vetted before airing. Competitors don’t appear in the same break. Sensitive categories are spaced out. There’s structure and intentionality behind every placement.
This curated environment lifts the credibility of the ads themselves. People believe what they see on TV more than what they see in a feed or next to user-generated videos. That trust translates directly into better ad recall and stronger brand perception.
TV Is Now Just as Measurable as Digital
A decade ago, TV measurement lagged behind digital. Not anymore. Today, advertisers can see who watched their ads, how often, and what actions followed. They can track site visits, search activity, conversions, and incremental lift directly tied to TV exposures.
This makes TV a true performance channel.
You can run TV with real accountability. You can optimize mid-flight. You can compare the cost per outcome the same way you would with digital campaigns. And you can prove the value of TV to your team with clear reporting.
This shift is one of the biggest reasons brands of all sizes are returning to TV. It’s highly attention with high measurability. The best of both worlds.
The Hidden Opportunity: Entertainment TV
Sports get all the attention, and they’re great for cultural moments. But if you’re looking to maximize reach efficiently, entertainment programming is where the real opportunity lives.
Reality shows, dramas, competitions, talk shows, and daytime TV reach audiences that sports alone never touch. They often cost less and still deliver strong, loyal viewership. They also reach households that watch sports, just at different times of the week.
When brands combine sports plus entertainment inventory, they not only broaden their reach but also manage frequency more effectively. Instead of oversaturating heavy sports viewers, they pick up new households across the rest of the schedule. This is how brands become both familiar and famous.
The Future of TV Advertising Is Doing Both
TV still works because emotion sells, attention matters, and people trust what they see on the biggest screen in their home. When you pair the power of traditional TV with the precision of streaming, you get a strategy that builds awareness fast, reaches the right people, and drives measurable results.
If you’re ready to see what smart TV advertising can do for your brand, Skybeam can help you get started. Let’s reach people where they’re really watching, and make your message unforgettable.
