TV advertising has come a long way. From the first black-and-white spots to today’s data-fuelled campaigns, it’s been quite the journey. And no, it’s not all about jingles and glossy big-brand budgets anymore. TV has changed, and if you’re a challenger brand, it’s changed in your favour.
Let’s rewind a bit…
Back in the Day
TV advertising used to be simple. You booked a slot, showed your ad during Coronation Street, and hoped it hit home. There wasn’t much targeting. If your gran saw it, great. If your ideal customer missed it, tough luck. It was expensive, broad, and only a few brands could afford to play.
But here’s the thing, it worked. It built trust, reached millions, and made brands household names. TV was the ultimate stage.
The Shift Begins
Fast-forward a few decades, and everything’s changed. Viewers don’t just sit and watch whatever’s on. They stream, scroll, and binge entire series on demand. And crucially, they expect brands to show up where they are (not the other way around).
This shift cracked TV wide open.
Enter: VOD, BVOD, CTV, AdSmart, and data-driven targeting. It sounds complicated (we know), but it’s actually great news for brands. Especially those looking to make a big impact without a sky-high budget.
At Forward & Thinking, we’ve embraced this shift. TV advertising is now more strategic and a whole lot more flexible.
Welcome to the New Era
Today, TV doesn’t just mean a prime-time spot. It means linear TV (yep, it’s still going strong), video on demand (VOD), broadcaster platforms like ITVX or Channel 4 Streaming, and connected TV (CTV). It’s all part of a wider ecosystem.
The beauty? You can now target your audience with almost surgical precision. We use BARB data, platform insights, postcode targeting and audience segmentation tools to line everything up perfectly. So your ad isn’t just seen, it’s seen by the right people (and that’s where the magic happens).
More Than Just Big Budgets
TV no longer has to cost the earth. We’ve helped plenty of bold, growth-stage brands get on screen with leaner budgets. Through smart planning, regional buys, and using addressable platforms, we make sure every pound counts.
Even better? TV lifts your other marketing efforts. Campaigns that include TV see stronger results across digital, social, and search.
So, What’s Next?
TV advertising will keep evolving. That’s a given. Platforms will change. Formats will shift. Attention spans might shrink even more (yes, it’s possible). But one thing stays the same: TV grabs attention like no other medium.
It’s where bold ideas get noticed and brands grow.
Why Forward & Thinking?
We’re a TV advertising agency based in Yorkshire, built for brands that want to challenge the norm.
From strategy and creative to media buying, clearance, and production, we do it all under one roof.
If you’re a brand with something to say (and a drive to grow), we’re here for it.
Curious?
Book a Discovery Session today. We’ll walk you through what’s possible and how TV can power your next big leap.
