Is TV advertising really dead?
You hear it everywhere: “TV is dead… nobody watches it anymore.”
It’s become a common cliché that people parrot without really checking the facts. In Switzerland, people say this between scrolling through Instagram or TikTok… but the numbers tell a different story.
In Switzerland, more than 60% of the population watches television every day, and the vast majority do so live or on the same day. TV remains a communal experience, a shared moment that digital platforms have never managed to replace.
Why do brands continue to invest heavily in it?
Even though digital advertising is now indispensable, TV retains a unique advantage: context.
After all, a TV ad doesn’t exist in a vacuum. It’s part of a specific moment: a 7:30 p.m. news broadcast, a documentary, or a ski competition final.
And that’s where everything changes. Researchers refer tothis as the halo effect: the credibility or emotion associated with a program “spills over” into the ads that surround it. If you trust the show, you’ll view the commercial that follows it as more credible.
Compare that to a Facebook ad sandwiched between a video of a talking cat and a dubious conspiracy theory article… The effect isn’t exactly the same 😅.
That’s exactly why brands seek to partner with major events. Not just for the sheer size of the audience, but for the prestige, the emotional impact, and the symbolic value.
A common misconception: TV advertising is too expensive
Many people believe that TV advertising is only for multinational corporations. However, a well-thought-out strategy—timed for the right moments and combined with digital marketing—can easily fit within the marketing budget of a medium-sized company.
And it’s not always necessary to be active year-round. A one-time campaign, aligned with a strategic communication initiative (product launch, HR campaign, rebranding, etc.), can have a huge impact.
TV + Digital: A Strategic Duo
Television is not the opposite of digital media. It is the foundation of it.
- Television builds brand awareness and trust on a large scale.
- Digital marketing extends and targets: it reinforces brand recall, tracks the customer journey, and engages through interactive formats.
👉 Depending on budgets and the target audience, an SME can be very successful using digital channels alone. But for brands looking to take their credibility and brand awareness to the next level, TV is an essential tool.
And the most effective campaigns combine both—sometimes even going further, with outdoor advertising or events.
It's all about strategy
The impact varies depending on the target audience, the network, the program, andthe time slot.
- A midday commercial doesn't reach the same audience as a prime-time commercial.
- A soccer game doesn't generate the same buzz as a cultural program.
This is where a well-thought-out strategy comes into play: aligning the brand’s message with the moment, the audience, and the context that give it the most impact.
(A little insider tip: On TV Replay, advertisers aren’t charged for ads that are skipped. That’s a rare example of transparency in the media world.)
In summary
TV isn’t dead. In Switzerland, it remains the number one trusted medium.
In short, its power stems not only from sheer visibility, but also from the credibility of its programming and brands’ ability to partner with it effectively.
So the real question isn’t: “Does TV still work?”
But rather:
👉 Does your brand know how to capitalize on moments when public trust and attention are at their peak?
Our special offer 🎬
If you've read this far without scrolling past a cat video or a conspiracy theory article, here's the deal:
👉 Every month, we offer one limited spot for comprehensive support:
- Analysis of your ideal customer (we’re not talking about an abstract “marketing persona,” but your actual dream customer, complete with their behaviors and needs).
- Development of a customized TV and digital media strategy tailored to your budget and objectives.
- Aligning our strategy with the film we are producing for you.
And because we believe in our plans, we offer you a guarantee: if your campaign doesn’t meet the expected performance metrics (reach, frequency, measured brand awareness), we’ll run the campaign again at our expense.
No vague promises. No buzzwords.
Just a clear commitment: a strategic plan that works, or we start over.