TV Advertising 101: Pros & Cons of Television Marketing

Advertising, Connected TV

If it feels like TV advertising has entered a new era, that’s because it has. As of mid-2025, streaming now makes up 44.8% of all TV viewership, a larger share than broadcast and cable combined (44.2%). And advertisers are following the audience. Connected TV ad spend is projected to hit $33.35 billion in 2025 and climb to $46.89 billion by 2028.

In other words, TV hasn’t lost its impact. It’s just moved. And for modern marketers, the biggest screen in the house is finally delivering the accountability, precision, and results they expect from every other performance channel.

In this guide, we’ll cover how to advertise on television, its advantages and disadvantages, and much more.

What Is TV Advertising?

Television advertising involves running video ads within TV content to promote products or services to a broad audience. Historically, this meant buying spots on broadcast or cable networks during scheduled programming. Today, it also includes ads on streaming platforms, smart TVs, and CTV devices.

At a high level, there are two main avenues to reach audiences on TV screens:

Linear TV Advertising

Linear TV advertising refers to traditional television commercials that air on fixed schedules 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 getting your brand’s story out there and making it memorable in the process.

Even with fragmentation and cord-cutting, TV screens still command disproportionate attention, with US households averaging more than 21 hours of video viewing per week on television. At the same time, streaming video adoption is nearly universal among online households. As of late 2025, 91% of U.S. internet households subscribe to at least one streaming service, while traditional pay-TV subscriptions have dropped to approximately 41%.

For marketers, that means TV advertising is no longer confined to a single distribution model. It’s now a portfolio of environments that can work together across the 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, especially as scrutiny on ROAS and incrementality increases.

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: Linear TV targeting depends on generalized audience data. You’re buying “adults 25–54 watching sports,” not actual households based on intent signals or first-party data.
• Planning the Campaign: Traditional planning locks in media buys and creative early, limiting the ability to pivot as performance insights emerge.
• Creating the Advert: Producing a linear TV spot requires a heavy upfront investment. Once the final cut ships, there’s limited flexibility to iterate quickly based on performance feedback.
• Buying Ad Spots: Airtime is purchased in bulk through TV media buying negotiations, with rates tied to projected viewership rather than verified outcomes.
• Broadcasting the Ad: Ads run at scheduled times with no dynamic targeting or personalization. You’re hoping your audience is watching at that moment.
• Monitoring and Evaluating Performance: Success is inferred through panel-based ratings, reach, and frequency. You can’t directly tie most linear impressions to site visits, conversions, or revenue.
• Adjusting Strategy as Needed: Optimization means planning new flights, producing new creative, and re-buying inventory. There’s no simple “pause, refine, and relaunch” workflow.

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 television advertising 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 benefits of TV advertisements to keep in mind.

• TV Captivates Through Storytelling: Full-screen visuals, sound-on experiences, and cinematic pacing create emotional impact. TV remains unmatched for memorability and brand lift.
• Television Reaches a Massive Audience: With over 97% of U.S. households having the ability to receive over-the-air (OTA) broadcast signals, linear TV still offers incredible reach.
• 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.
• 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, which helps maximize engagement.

Disadvantages of Television Advertising

What are the problems and limitations of television advertising? The following are the cons of traditional 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.
• Viewers Skip or Ignore Commercials: Commercial breaks are easy to tune out. Many viewers use them as a cue to multitask, check another device, or change the channel altogether.
• Linear TV Viewership Is Declining: Cord-cutting continues to accelerate. As broadcast and cable lose share, advertisers are faced with higher prices for smaller audiences.
• High Upfront Costs and Lack of Flexibility: Linear buys often require long-term commitments, larger budgets, and fixed schedules. Once a campaign is booked, there’s little room to adjust.

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.

Alternatives to Traditional TV Marketing Campaigns

Marketers looking for more control, precision, and measurable outcomes are shifting away from legacy broadcast in favor of smarter, digital-first options.

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 enables advertisers to reach highly targeted audiences through OTT advertising, serving video ads within premium streaming platforms such as Hulu, Roku, and Peacock.

How Does CTV 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, instead allowing 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 CTV 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 tools they need to make an impact. Here’s how CTV delivers where other ad channels fall short:

• Advanced Audience Targeting: Reach your highest-value consumers by combining first- and third-party data. Many platforms even allow CTV retargeting, a longtime digital staple now available on TV.
• Transparent, Real-Time Ad Reporting: CTV delivers the data marketers expect from digital: ROAS, CPA, cost per visit, network-level insights, creative performance, and more.
• True Performance Marketing Channel: CTV drives measurable outcomes, not just awareness. Brands use it to generate site traffic, increase conversions, and grow revenue.

How to Advertise on TV

Viewers are making the switch to Connected TV, and 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. Define Your Audience

Before you think about scripts, edits, or runtimes, start with the most important part of any Connected TV campaign: your audience. Unlike linear TV, where you buy broad demos and hope your viewers are watching, CTV lets you build precise, high-intent segments using first- and third-party data.

The clearer your audience strategy is upfront, the stronger your creative and performance will be.

2. Set Clear Budget Guidelines

With your audience in place, the next step is determining how much you want to invest and how to allocate that spend across your campaign. Unlike linear TV, CTV doesn’t require large upfront commitments or long-term contracts. You can start with a budget that fits your goals, learn quickly, and scale based on performance.

3. 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

4. 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.

5. 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 Performance TV 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 Best Practices

To get the most out of your TV campaigns, focus on a few core best practices that consistently drive stronger performance and more meaningful viewer engagement.

• Lead with a strong hook. Capture attention in the first few seconds with bold visuals, clear messaging, or an immediate value proposition.
• Persist your branding throughout the spot. Keep your logo, brand name, or visual identifiers visible or frequently reinforced so viewers instantly connect your message to your brand.
• Make your call to action unmistakable. Your CTA must be direct, memorable, and easy to act on, whether it’s a URL, QR code, promo code, or a clear instruction to visit your site.
• Tailor your creative to your audience. Align your message, tone, and visuals with the needs and motivations of the specific audiences you’re targeting.
• Refresh creative regularly to avoid fatigue. Rotating hooks, visuals, and formats keeps your ads engaging and maintains performance as your audience sees your messaging more often.

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: Final Thoughts

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 marketing into a full-funnel performance channel, giving brands the ability to target, track, and optimize like never before.