Why TV Advertising Is Still The Most Effective Way to Reach Consumers in 2023

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Jul 20, 2023

With the rise of digital advertising, many people have wondered if TV advertisements are still effective. After all, digital ads can be targeted to specific audiences, and they can be tracked to see how effective they are. But the truth is, TV advertisements are still one of the most effective forms of advertising.

In this blog post, we will discuss why advertisements for TV are still effective in 2023. We will also explore some of the reasons why digital ads may not be as effective as they seem.

So, if you're wondering whether or not TV advertisement costs are still worth your investment, keep reading. We'll show you why they're still one of the best ways to reach your target audience and drive sales.

Insights into the Present-Day TV Advertisement Industry

Metric Value
TV advertising revenue in India INR 373 billion (2022)
Share of TV advertising in total advertising 40% (2022)
Number of TV households in India 262 million (2022)
Average daily time spent watching TV 4 hours and 30 minutes (2022)
Recall rate of TV ads 38% (2022)
Brand lift of TV ads 12% (2022)

As you can see, TV advertising is still a very popular and effective way to reach consumers in India. It is the most popular form of advertising in India, accounting for 40% of total advertising revenue. There are 262 million TV households in India, and the average person spends 4 hours and 30 minutes watching TV every day. TV ads have a high recall rate of 38%, and they can increase brand awareness and consideration by up to 12%.

Excellent Publicity is a seasoned TV advertising agency that delivers ingenious advertisements for TV brands looking to uplift their marketing.

Here are some additional details about the current state of TV advertising in India:

  • The growth of digital advertising is putting pressure on TV advertising, but TV advertising is still the most popular form of advertising in India.
  • TV advertising is becoming more integrated with other forms of marketing, as advertisers use TV ads to drive traffic to their websites and social media pages.
  • The rise of streaming services is also impacting TV advertising, but TV advertising is still the most effective way to reach a large audience.
  • TV advertising is becoming more targeted and personalized, as advertisers use data to reach the right people with the right message.

Reasons Why TV Advertisement is Still Effective

Advertising for TV remains relevant and effective due to a ton of reasons that sets it apart from other forms of advertising. Let's take a detailed look at it.

Best Long-Term Performance

TV advertisement is preferred by businesses due to its long-term effectiveness. It builds brand recognition, loyalty, and trust gradually. TV ads reach a wide audience, captivating them visually and emotionally. Their enduring presence fosters familiarity and consistency. Businesses value this reliable and consistent platform for advertising, as it allows them to establish a strong brand identity and maintain a lasting impact on consumers.

Audiences Still Trust TV Advertisement Most

TV advertisement is still one of the most trustable forms of advertisement because it is regulated, credible, and entertaining. Advertisers are subject to certain rules and regulations, which gives consumers confidence that the ads they see on TV are truthful and accurate.

Advertisements for TV are also typically produced by professional advertising agencies and feature well-known actors and celebrities, which further enhances their credibility. Moreover, TV ads are often designed to be engaging and attention-grabbing, which makes them more entertaining than other forms of advertising.

Medium Percentage of people who trust the ads
Newspapers 86%
TV 83%
Radio 83%
Digital 77%
Text/SMS 52%

The data in this table was taken from the article "People Trust Ads on Newspapers, TV, and Radio the Most, ASCI" by Business Insider India. The article was published on January 18, 2023. The data was collected by the Advertising Standards Council of India (ASCI) in a survey of 2,000 adults in India.

Decreased Competition

TV ads continue to be effective in today's advertising landscape due to several factors. A study revealed that TV ads have a 30% higher recall rate compared to digital ads. It indicates that people are more likely to remember TV commercials. This higher recall rate is a significant advantage for advertisers seeking to create lasting impressions on their target audience.

Besides, TV ads possess a wider reach as they cater to individuals who lack internet access or have a preference for traditional media. This broader accessibility enables advertisers to tap into a larger pool of potential customers.

The Halo Effect at Its Strongest

TV advertisements remain effective due to the strong halo effect. When viewers associate positive emotions with a TV ad, those emotions extend to the advertised brand. TV ads have the power to create a positive perception and influence consumer behavior, making them an impactful and successful form of advertising.

Media Recall Rate Brand Lift Reach Effectiveness for Reaching Certain Demographics Effectiveness for Building Brand Awareness, Consideration, and Purchase Intent
TV 30% 12% 90% 15% higher recall rate for older adults, 10% higher brand lift for people with higher incomes 80% increase in brand awareness, 50% increase in brand consideration, 30% increase in brand purchase intent
Digital 20% 10% 60% N/A N/A

Source: The Halo Effect: TV As A Growth Engine

In India, a study by the Advertising Standards Council of India (ASCI) found that TV advertising has a significant impact on consumers' purchase decisions. The study found that 72% of consumers said that TV advertising influenced their purchase decisions, while 63% said that they were more likely to buy a product that they had seen advertised on TV.

It captures emotion

TV advertising is effective due to its ability to emotionally connect with the audience. Through the use of music, imagery, and storytelling, TV ads create a powerful emotional impact that other forms of advertising often lack. These emotional connections help to make TV ads memorable and increase the likelihood of viewers remembering the product being advertised.
As a result, TV advertising is expected to remain a relevant and impactful form of advertising in the future.

Audiences can easily recall TV ads

TV ads have high recall due to their audio-visual impact, repeated exposure, and ability to reach broad audiences. High-recall TV ads benefit brands by increasing brand awareness, generating brand recognition, and ultimately driving consumer engagement and purchase decisions. As you can see, the recall rate of TV ads varies depending on the source, but it is generally higher than the recall rate of other forms of advertising. This suggests that TV ads are still an effective way to reach consumers in India.

Study Recall Rate of TV Ads
Advertising Standards Council of India (ASCI) 38%
MediaScience 30% higher than digital ads
Nielsen Up to 80%
Millward Brown Up to 50%
Kantar Media Up to 30%

Here are some additional details about the recall rate of TV ads in India:

  • The recall rate of TV ads can vary depending on the product category, the target audience, and the creative execution of the ad.
  • For example, TV ads for high-involvement products, such as cars and electronics, tend to have a higher recall rate than TV ads for low-involvement products, such as snacks and beverages.
  • TV ads that are creative and engaging are more likely to have a higher recall rate than TV ads that are boring or predictable.


TV advertisements are still an effective way to reach your target audience and drive sales. If you're looking for a way to reach a large audience and make a lasting impression, TV ads are a great option.

At Excellent Publicity, we have a team of experienced professionals who can help you create and execute a successful TV advertising campaign. We understand the latest trends in TV advertising and we can help you create ads that will resonate with your target audience.

We offer a variety of services, including creative development, media planning, production, and media buying to offer you the best TV advertising rates.

If you're interested in learning more about how TV ads can help you grow your business, please contact us today.

We would be happy to discuss your needs and create a custom TV advertising campaign that is right for you!

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