The AV Landscape: What’s Really Going On in TV Advertising?
You may have looked at the world of TV and thought…it feels complicated. And it’s true that whilst the AV (audio-visual) ecosystem has evolved, it’s become more fragmented.
TV used to be - “put your ad on TV and reach the masses”. Now it’s a mesh of platforms, formats, devices, and audience niches.
But more options means more opportunities, and with the ability to target audiences in the same way that you do with digital platforms, small brands can take advantage. The barrier to entry has lowered massively, in recent years, with media buying and chearp content creation.
Let’s break it down.
The TV Advertising Ecosystem Today
Today’s AV ecosystem is broad.
It includes:
Linear TV (traditional scheduled broadcast)
Addressable TV
Broadcaster VOD (BVOD) – on-demand content from broadcasters
Connected TV (CTV)
Subscription VOD (SVOD) – both with and without ads
Short-form video
Social media platforms
Cinema
Online video platforms
And breath….. So sure, TV advertising is not one size fits all. Your stage of growth, brand awareness, and business goals shape your individual approach.
Brands either aim for precision or scale.
When Precision Is the Priority
Sometimes it’s all about honing in.
You want:
The right audience
At the right time
With minimum waste
When this might suit:
You have a recognised product or service
You’re targeting a niche audience
Your purchase cycle is long
You need control and accountability
Here, solutions like addressable TV and BVOD fit the brief. Addressable solutions can allow you to serve different ads to different households watching the same programme — precision within a premium TV environment, which gives you added trust as a brand.
When Building Fame Is the Goal
If you want real scale, building brand awareness is everything, and it boosts the effectiveness of all other marketing channels.
This is for you when:
Competition is high
Your category is mature
You want to build trust and see sustained growth in the long term
Linear TV, BVOD, are good plays here. They create the shared moments and broad awareness that digital-only strategies can’t match.
When You Want Both
TV actually offers full funnel marketing.
Linear TV for mass awareness
BVOD for incremental reach
Addressable for precision
Contextual spots and sponsorship to build mental availability
With any campaign, the attitude is always test, learn, and optimise.
Viewing Has Stabilised… But It’s Fragmented
Chart shows the average daily video viewing time per adult from 2015–2024
Broadcast TV still dominates viewing.
In 2024:
TV advertising accounted for 85% of all video advertising seen daily
Among 16–34s, that figure is still 53%
And Linear TV and BVOD reach over 90% of adults every week. So TV remains the most consumed media channel.
The Big Screen Still Rules Ok.
Charts shows average daily TV and video viewing time in 2024
Whilst we use our phones the whole time, when it comes to watching programmes:
84% of in-home viewing still happens on the TV set
88% of SVOD/AVOD viewing is on the TV screen
41% of YouTube viewing at home is via the TV
Ultimately, if you want to make moves for brand scale, the TV viewing environment is still the medium that gives you the biggest reach and impact. Full stop.
The Shift: Linear to VOD
We are seeing a gradual shift in viewing from linear to VOD. Linear dominates heavy viewers, broadcaster VOD (BVOD) is a way to tap into the harder-to-reach audiences. Those who don’t watch as much live, but watch on demand.
For example, the probability of catching a Linear viewer (1 in 185) jumps right up when you target the same audience on BVOD (only 1 in 12).
So What Does This All Mean?
The AV landscape is expanding, diversifying, and provides a bigger opportunity for brands of all sizes.
To win at TV you have to consider platform mix, full-funnel thinking and context.
Marketers, founders and brand leaders need to understand the opportunity of TV because it will multiply your impact, in the short and long term.
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