TV Advertising Agency
Television still reaches 95% of adults. Premium brand-building at scale.
TV Advertising: The Highest-Reach Medium — Now With Digital Precision
Cord-cutting has fundamentally changed TV consumption. CTV now accounts for over 35% of all TV viewing time in major markets, and that share grows every year. But linear TV has not collapsed — it has specialised. Premium live events, national sports and primetime programming still deliver reach that no digital channel can match. The modern TV media plan combines linear airtime for broad-reach brand-building with CTV placements for precise household targeting, and addressable TV to bridge the two. Measurement has also evolved: mixed media modelling (MMM) and brand uplift studies are now standard tools for quantifying TV's contribution to business outcomes beyond GRP delivery.
"TV is not dying — it is fragmenting. The brands that win are those who understand both the broadcast buy and the streaming placement."
TV Advertising Services
From strategy and airtime buying to production and measurement.
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Selected campaigns for global brands.
Modern TV advertising isn't just broadcast — it's addressable, connected, and measurable. CTV/OTT campaigns combine TV's emotional impact with digital's targeting precision.
Frequently Asked Questions
TV advertising involves paid spots broadcast to audiences during commercial breaks — from national network buys targeting millions of viewers to targeted regional spots for specific geographies. Modern TV advertising also includes CTV placements on streaming platforms, all planned and optimised within a unified media strategy.
CTV advertising serves ads on internet-connected televisions via streaming platforms such as Netflix, Amazon Prime, Disney+ and Samsung TV+. It combines the emotional power and large-screen impact of TV with digital targeting precision — enabling household-level audience selection, measurable impressions and frequency control that traditional linear TV cannot offer.
Addressable TV delivers different ads to different households watching the same programme, based on demographics, location and purchase behaviour data. Two households watching the same evening news can see entirely different commercials. It bridges the mass-reach of broadcast TV with the targeting precision of digital media.
Linear TV follows a traditional broadcast schedule — audiences tune in at a set time and advertisers buy GRPs (Gross Rating Points) based on audience estimates. CTV is on-demand streaming consumed at any time, with digital ad targeting, measurable impressions, household-level data and frequency controls. The two formats are increasingly planned together in a modern TV media mix.
TV campaigns are measured using GRPs (Gross Rating Points), reach and frequency reports, brand uplift studies (tracking awareness and purchase intent before/after exposure), website traffic correlation models and mixed media modelling (MMM) that isolates TV's contribution to sales. CTV campaigns additionally provide impression-level data, completion rates and household attribution.
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