TV Advertising: How Television Marketing Works (2025)

Why Connected TV is the biggest opportunity in advertising, and how advertisers can get started today

by Tim Edmundson

TV Advertising: How Television Marketing Works (2025)

13 Min Read

Connected TV is a big opportunity for television advertisers, and there’s much to learn if you want to succeed. We’ve assembled a quick primer on what you need to know about Connected TV and how it compares with traditional television advertising campaigns.

Spoiler alert: it’s not even close.

With this guide in hand, you’ll have everything you need to be an expert in TV marketing in 2025.

What Is Television Advertising?

Television advertising involves airing commercial spots to showcase products, services, or brands to a wide audience. These ads run on broadcast and cable networks at the local or national level, reaching viewers during scheduled programming breaks.

Now, let’s make a quick distinction. There are two main types of TV marketing.

Linear TV Advertising

Linear TV advertising refers to traditional television commercials that air on scheduled programming across broadcast and cable networks. Advertisers buy ad spots based on time slots and general audience demographics, but targeting and measurement capabilities are limited compared to digital channels.

Streaming TV Advertising

Streaming TV advertising delivers video ads within content on internet-connected platforms like Connected TV (CTV), over-the-top (OTT) services, and streaming apps. Unlike linear TV, streaming ads use advanced targeting, real-time measurement, and programmatic buying to reach highly specific audiences.

Learn more about OTT vs CTV.

Importance of Television Advertising

A brand’s presence on TV can provide a big boost in credibility. TV marketing campaigns expose your brand, your products, and your company’s message to an incredibly large audience. Great TV ads are a core component of demand generation, if not the most important aspect altogether.

The goal, in essence, is to create intriguing, high-quality television ads that will drive potential customers to engage with more in-depth content online. In other words, television has the power to shift your target audience into your marketing funnel.

How Effective Is Advertising on TV?

Ever wonder why commercials still dominate the screen every time you tune into your favorite shows? It’s simple—TV advertising works. If it didn’t, the world’s biggest brands wouldn’t continue pouring massive portions of their marketing budgets into it.

But here’s the real question: Do brands advertise on TV because they’re big, or are they big because they advertise on TV?

It’s something to think about. While every marketing channel requires investment, TV—especially Connected TV—is often overlooked despite its proven effectiveness. The brands that leverage it strategically aren’t just reaching audiences—they’re growing because of it.

How Does TV Advertising Work?

Before we discuss how incredibly easy Connected TV advertising is to set up and manage, let’s first discuss how traditional TV advertising works. Here are the typical steps involved in getting your product or service on linear TV, the old-school way:

Identifying the Target Audience: Brands start by conducting market research to define their ideal audience based on demographics, interests, and viewing habits. Without digital precision, targeting relies on broad assumptions about who might be watching.
Planning the Campaign: Advertisers establish campaign objectives, craft messaging, and set budgets while selecting TV networks and time slots that (hopefully) align with their audience. This process requires upfront commitment, often without real-time flexibility.
Creating the Advert: Once the strategy is set, production begins—scriptwriting, casting, filming, and editing all come into play. The goal is to create a compelling ad that captures attention, though success is hard to measure in real-time.
Buying Ad Spots: TV media buying involves negotiating and purchasing airtime on TV networks, with costs varying based on factors like channel popularity, time slot, and audience size. Unlike digital advertising, this process is rigid, with limited ability to optimize mid-flight.
Broadcasting the Ad: After securing placements, the ad runs according to a fixed schedule, whether during a prime-time event or across multiple showings. Once the ad airs, it’s out of advertisers’ hands—no retargeting, no optimization, no second chances.
Monitoring and Evaluating Performance: Brands analyze post-campaign data to gauge impact, but measurement is limited to broad estimates like viewership ratings and brand recall surveys. Unlike CTV, linear TV lacks precise attribution, making ROI difficult to track.
Adjusting Strategy as Needed: If performance falls short, adjustments must be made manually, often requiring a new media buy or creative overhaul. Without real-time data, optimizations are reactive rather than proactive.

If all of that seems like a ton of work, that’s because it is! With Connected TV, many of the barriers that have historically prevented companies from advertising on TV have been removed. More on this later.

Next, let’s discuss the pros and cons of traditional broadcast television for a moment. This is important to understand before we bring you back around to CTV.

Advantages of Television Advertising

Why is TV advertising so effective? There are several advantages of TV advertisements to keep in mind.

TV Captivates Through Storytelling: Television ads use compelling visuals and sound to engage viewers and create emotional connections. A well-produced commercial can leave a lasting impression and drive stronger brand recall than other formats.
Television Reaches a Massive Audience: With over 95% of U.S. households having access to broadcast networks, linear TV still offers unmatched reach. For brands looking to make a big impact, television provides exposure to millions of potential customers at once.
TV Advertising Builds Instant Credibility: Appearing on television gives brands a sense of legitimacy and authority, as viewers often associate TV commercials with established, reputable companies. The sheer presence of an ad on a major network signals trust and brand strength.
Less Ad Clutter Means More Focus: Unlike social media and digital platforms flooded with ads, TV ad breaks feature only a few commercials at a time. This limited competition ensures that viewers are more focused on each ad, increasing engagement.

Limitations of Television Advertising

What are the problems and limitations of television advertising? The following are the disadvantages of linear TV marketing that are worth considering.

Limited Tracking and Performance Data: Traditional TV advertising lacks the precise analytics that digital marketers rely on. There’s no way to track conversions, site visits, or direct ROI, making it difficult to measure campaign effectiveness.
Viewers Skip or Ignore Commercials: A Deloitte study found that 86% of viewers skip linear TV ads when possible, while many others tune out by switching channels or using their phones. This means a large portion of ad spend goes to audiences who may not be paying attention.
Linear TV Viewership Is Declining: As streaming services grow, traditional TV audiences—especially younger demographics—are shrinking rapidly. To compensate for lost viewers, networks have raised ad prices, making linear TV more expensive while reaching fewer people.
High Upfront Costs and Lack of Flexibility: Linear TV advertising requires significant upfront investment and long-term commitments. Unlike digital or Connected TV, where budgets can be adjusted in real-time, traditional TV campaigns lack flexibility and optimization.

We hope this paints a clear picture of the fundamentals of television advertising, why it’s so important, as well as the pros and cons of a traditional television spot. But we’re not done yet! The best part of the article is yet to come.

What if you could have all the advantages of linear TV advertising, with none of the downsides?

Well, you can with Connected TV. Let’s discuss.

What Is Connected TV?

Connected TV, or CTV, refers to internet-enabled televisions and devices that stream digital content through apps, rather than traditional cable or satellite. It allows advertisers to reach highly targeted audiences with OTT advertising, serving video ads within premium streaming platforms like Hulu, Roku, and Amazon Fire TV.

How Does Connected TV Advertising Work?

Connected TV combines the technical capabilities of digital advertising with the user experience of linear television.

Advertisers can target specific audiences using first and third-party data (just like digital advertising) to serve TV ads to viewers; this gives a lot of creative leverage as advertisers can then customize their message to whoever they are trying to reach. Connected TV takes the “broadcast” out of television, and instead allows for precision-targeted ad campaigns.

Similarly, Connected TV leverages digital capabilities when it comes to measuring ad performance making it superior to traditional TV advertising methods. Advertisers can track ad-side metrics such as ad completion rates, as well as the actions viewers take after seeing the ad like website visits and conversions.

Benefits of Connected TV Advertising

Traditional TV advertising has its limits—but Connected TV (CTV) changes the game. Unlike linear TV, CTV platforms like MNTN Performance TV give advertisers the precision, measurement, and performance-driven results they need to make an impact. Here’s how CTV delivers where other ad channels fall short:

1. Advanced Audience Targeting

CTV lets you target your ideal audience with first- and third-party data, ensuring your ads reach the right viewers at the right time. With MNTN Performance TV, you can even retarget website visitors with CTV ads, keeping your brand top-of-mind and driving conversions.

2. Transparent, Real-Time Ad Reporting

CTV reporting gives advertisers access to the same level of insights they expect from digital marketing. With MNTN Performance TV, you get detailed performance metrics like ROAS, cost per visit, and network-level reporting—something most platforms don’t offer.

3. A True Performance Marketing Channel

CTV isn’t just about brand awareness—it’s a performance marketing powerhouse. MNTN Performance TV is built for measurable outcomes, turning television into a channel that delivers real results, whether your goal is increasing site visits, driving conversions, or boosting ROAS.

How to Advertise on TV

Viewers are making the switch to Connected TV and making a strong case to advertise on CTV. Advertisers are reaping the rewards so don’t get left behind. Want to know how to advertise on TV? Here’s what you need to do to launch your Connected TV ads. It’s easier than you think.

1. Check Your Existing Video Assets

Many brands don’t realize they already have the right video assets to run Connected TV ads. Not a video expert? No problem, show these CTV specs to your video team and they can confirm if you’re good to go or make the appropriate edits to get them ready.

CTV Video Ad Specs

Size Ratio | 16:9, 1920×1080
Length | 30 seconds max, 15 or 30 second slots
File Format | .mp4 or .mov
File Size | Max size 200MB
Frame Rate | Must be constant; 23.98, 25, or 29.97 FPS
Bit Rate | Greater or equal to 2500 KBPS

CTV Audio Specs

Overall Mix Level | 10db to -14db
Dialogue | -12db to -15db
Music | -18db to -22db
Sound Effects | -10db to -20db with occasional spikes up to -8db

2. Be Ready with 15 and 30 Second Spots

TV ads run for 15 and 30-second durations, and depending on your brand or message, one runtime may drive better performance. Don’t have a 15-second ad? Edit down your 30-second version so you can test each length and determine which is best for you.

3. Ensure You’re Following Creative Best Practices

While every brand has its own style and approach, there are a few creative elements that will help improve your ad’s performance.

Because viewers can’t click to visit your site, you need to include a visual or audio call to action at the end of your ad.
Keep your logo and URL persistent throughout so they know who you are and where to go.
The ads will always have sound, so make use of a voice-over to ensure you capture your viewer’s attention.

4. Work with a Platform to Make Life Easier

The Connected TV landscape can be fragmented and confusing if you don’t know the lay of the land. Working with a platform like the MNTN Advertising Suite gets you access to premium networks and CTV inventory all in one place, allowing you to run TV ads alongside quality content without having to take a piecemeal approach.

Television Advertising Examples

There are several great examples of TV ads that you can model your performance marketing campaigns after. There are several ways to make an effective TV commercial, but here are a few of our favorites!

MNTN

Here’s a great example of a TV commercial that we use to promote our brand on Connected TV. Sure, having our Chief Creative Officer, Ryan Reynolds, in the ad certainly doesn’t hurt. But it’s the brevity of the message that hits home. CTV is here, it changes television advertising forever, and it’s easy. Take a look!

Rumpl

If you’re an environmentally conscious consumer who loves to travel then Rumpl is for you! This TV advertisement pitches a fashionable blanket made out of recycled materials that speaks directly to the adventurers of the world. It’s a great example of an upbeat ad that gets the key points across in under 30 seconds.

Bolt

Most of us recognize Sarah McLachlan as not only a singer/songwriter, but also from her ASPCA ads, and that’s the brilliance of this TV commercial. It’s a complete misdirect that carries the somber theme of the ASPCA ads while simultaneously pitching an eCommerce solution for abandoned shopping carts. It’s a hilarious and memorable TV ad that will keep Bolt top of mind for consumers.

Replacements

If you’re looking for elegant decor for your dining room table, Replacements has you covered! This TV ad example uses the tried and true formula of explaining the problem, offering a solution, and elaborating on the value proposition in under 30 seconds. For the most effective TV commercials, short and sweet is the name of the game.

1Password

Last one with Ryan Reynolds, we promise! Besides a clear and concise message, humor is often the best weapon for creating effective television advertisements. This commercial pitches 1Password as the perfect solution for protecting your digital life, and keeping all of your passwords, credit card info, and other valuable data safe. Again, it’s short and sweet and very memorable. Enjoy!

TV Marketing Campaigns Made Easy

TV advertising isn’t just for brand awareness anymore—it’s a performance channel that drives real, measurable results. MNTN Performance TV transforms Connected TV into a revenue engine, helping you reach the right audience and track every conversion. Here’s what sets our platform apart:

MNTN Matched: AI-powered targeting ensures your ads reach high-intent viewers most likely to take action.
Premium CTV Inventory: Get exclusive access to top streaming networks and serve your ads alongside premium content.
Creative-as-a-Subscription™: Scalable, high-quality ad production keeps your messaging fresh without added production costs.
Verified Visits™ Attribution: Know exactly how your CTV campaigns drive traffic and conversions—no guesswork, just data.
Real-Time Reporting: In-depth analytics help you optimize campaigns on the fly, ensuring maximum impact from your TV ad spend.

Turn TV into a performance channel with MNTN’s self-serve software. Sign up today.

TV Advertising: Get Started Today

TV advertising continues to evolve, blending the mass reach of traditional television with the precision and measurability of digital marketing. While linear TV still plays a role, the rise of Connected TV has transformed television into a full-funnel performance channel, giving brands the ability to target, track, and optimize like never before.