One of the strongest messages was simply the vast scale of TV. Around 95% of people in the UK watch television each week, giving brands access to an audience that remains difficult to replicate elsewhere. But reach is only part of the story. Trust matters too.

The environment in which we encounter advertising can influence how we perceive the brand behind it. The masterclass highlighted research indicating that advertising appearing on television generates 44% higher levels of trust than advertising alongside non-professional content. In an increasingly fragmented media environment – and one in which consumers are becoming more conscious of AI-generated and user-generated content – that association with a trusted platform has real value.

Importantly, television doesn’t just build awareness; it can drive action. ITV shared data suggesting that brands advertising on TV for the first time can typically experience up to a 51% increase in website traffic – and that figure doesn’t capture the wider impact across social media and other channels.

There are of course key considerations when considering TV advertising, and arguably the most important is to be clear about what makes your brand unique and distinctive. Effective advertising doesn’t necessarily need an explicit call to action. Sometimes its most important job is simply ensuring that consumers know who you are and remember your name. Strong brand assets, a clear proposition and a compelling story can be more powerful than telling the audience explicitly what to do next.

The relationship between television and purchasing is also changing. Consumers increasingly watch TV with another device in hand, making the journey from seeing a product to searching for or buying it significantly shorter. When done well, the brand becomes part of the viewing experience itself.

New advertising formats are also creating further opportunities. Taskrabbit’s use of static advertising when viewers pause content demonstrates how TV advertising is evolving beyond the traditional commercial break.

The masterclass reinforced an important point: in a media landscape characterised by more channels, more content and more choice, established media continues to have a significant role to play. TV combines scale with trust, while providing the ability to translate brand awareness into measurable commercial outcomes. For businesses with a distinctive proposition and a story worth telling, television remains a powerful platform for building a brand – and driving growth.

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