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It’s not too late for the little guy: Fox News has reported that small and medium-sized businesses account for one-third of the channel’s national advertising revenue, and NBCUniversal reported a 30% increase in small business ad buys in July.
Hearing a customer say, “I saw you on TV,” still carries weight. That recognition is exactly why small businesses are shifting budgets from crowded digital channels to television.
For years, many entrepreneurs focused almost entirely on search and social ads. Those platforms are still important, but they’ve become crowded and expensive, with diminishing returns. TV, on the other hand, provides a way to reach large, engaged audiences in a format that still carries weight with consumers.
Networks and streaming platforms are leaning into this shift. From cable news to connected TV, ad sales teams are actively courting smaller advertisers, offering flexible buying options and self-serve tools that make it easier to get started.
The appeal goes beyond prestige. TV ads can drive immediate results. Many small businesses report seeing clear spikes in traffic and sales right after their spots air, something that’s harder to track in the noisy digital ecosystem. And with connected TV, advertisers can now measure outcomes with the same precision they expect from online campaigns.
The future of TV advertising won’t just be the domain of global corporations with massive budgets. More and more small and mid-sized businesses are finding that TV offers something digital channels can’t always deliver: scale, credibility, and measurable impact.
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Doritos turned a snack tie-in into a full-blown retro TV event with its 1980s-style “Telethon for Hawkins,” celebrating the final season of Stranger Things.
What We Loved: The campaign fused ’80s nostalgia with live fan participation, turning a snack promotion into a multi-channel stunt that felt straight out of Hawkins. The ad aced in credibility, flair, and style in a rare feat of corporate relatability.
The busiest shopping days of the year are nearly here, and the challenge is clear: which ad channel will truly maximize your return.
Every holiday season brings the same challenge: costs rise, competition spikes, and finding a channel that delivers real performance feels tougher than ever.
This year, more marketers are turning to Connected TV (CTV) now ranked the #2 holiday advertising channel. Why?
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