Thinkbox
Only big brands use TV advertising, right? WRONG!
Advertising on TV is both an affordable and, more importantly, an extremely cost effective option for all businesses, whether they are large or small and irrespective of who they are trying to target. Don’t believe us? Well, hopefully these facts will help convince you:
- Across 2025, a total of 984 new brands advertised on TV, which is the highest ever figure, excluding the Covid years.
- The new to TV brands included Primark, JAECOO, Lily’s Kitchen, Open AI, Purdy & Figg and Chiltern Railways.
- In terms of investment, 598 (27%) of all advertisers spent less than £50k on their TV advertising across 2025 and 1,103 (50%) spent less than £250k. At the other end of the spectrum, 243 (10%) spent £5m+.
When looking at categories, online businesses were the biggest investors in TV advertising in 2025, spending £774m on TV which is 48% higher than the next biggest spending category, food.
This sector fully understands the world of ecommerce but it’s clear that TV provides them with something different, that TV fulfils a unique role that is needed by even the biggest online brands.
For more on how TV is ecommerce’s shop window click here.
- The study Profit Ability 2, which is based on collated econometric analysis from 141 brands covering £1.8 billion of media spend, shows that TV (linear + BVOD) delivers 55% of the profit volume generated by advertising over the full period, with an average return of £5.61 for every £1 invested.
- TV has a role to play for brands large and small and in all categories. However, that role will change depending on different variables such as the brand’s objective, the category it operates in, the size of the business and the relative volume of online to offline sales.
- For all brands, it’s an affordable option. On average, it only costs £7.23 to reach 1,000 adults with a 30 second TV advert – that equates to just 0.72p per person.
So, why is TV so great for driving success for businesses and brands? Below are some of the key reasons - click on each to find out more:
- TV works instantly – then keeps working
- TV communicates strength
- Trust matters – and TV earns it
- TV offers special addressable
- TV is unbeatable value
- TV works for brands of all sizes
- Brands matter – and TV is the ultimate brand builder
- TV shapes culture – and brands that use it do too
- TV gives low risk, predictable results
- TV is a brand-safe haven
