Linear TV is making a comeback in strategic advertising, proving its value in high-engagement moments. While digital dominates, TV remains a powerful tool for mass awareness. These aren’t just TV spots; they’re calculated plays to capture engaged audiences when they’re least likely to tune out.
Why Linear TV Still Matters for Mass Awareness
Despite the rise of digital, TV continues to deliver mass awareness like no other channel. Events like popular show premieres, award shows, and major sports broadcasts attract highly engaged audiences who are actively watching — not just scrolling past an ad.
TV’s power lies in its ability to create appointment viewing. For brands, this means an opportunity to position their message in front of consumers who are emotionally invested in the content. TV advertising strategy isn’t dead — it’s just more precise than ever.
Identifying Big Moments for Maximum Reach
To get the most from high-engagement TV events, brands need to choose moments where viewers are locked in. Leaning into big cultural moments like award shows, popular TV shows that align with your target demographic and sporting events are all great options. But keep in mind a Linear TV strategy isn’t just about picking big shows — it’s about knowing where and when audiences are most engaged and unlikely to skip commercials.
While there is a time and place to be” always on”, brands have massive opportunities when leaning into selective ad placement, with opportunities that align with their target demographics.
Creative Considerations for TV Spots
Crafting the right ad is just as important as picking the right moment. Linear TV can be an expensive investment, so nailing the ad is critical. Similar to other channels' creative best practices, the brand name should be mentioned within the first 5 seconds of the ad and the brand name should be mentioned multiple times throughout the ad. A clear concise message always works best!
Another important decision? 30-second vs. 15-second spots:
- 30-second ads: More storytelling time, but higher cost.
- 15-second ads: Budget-friendly, allows for higher frequency.
The Logistics of TV Ad Execution
Executing a TV campaign requires careful coordination, especially with TV ad trafficking processes. Understanding and planning for ad clearance logistics is crucial to avoiding last-minute surprises. Keep in mind:
- Inventory Constraints - Premium slots fill up fast, and flexibility is limited once booked.
- Ad Creation & Clearance – Many networks like ABC require documentation to back up advertising claims.
- Trafficking Partner (Extreme Reach) – Ensuring ads met network specs and were distributed correctly. Traffic instructions are sent so the networks know how an ad is supposed to run (example: 60% should be :30 spots, 40% should be :15 spots or rotate in a new creative after a sale)
- Strict Timelines – Logs close early, especially around holidays. For a Monday airing, spots and traffic instructions often need to be submitted by Friday noon.
Measuring Success and the Halo Effect
TV doesn’t just boost brand awareness, it amplifies impact across channels. For linear specific measurement, brands can use 3P partners like VideoAmp to track TV-to-site conversions and competitor analysis, proving that measuring TV ad effectiveness is possible in today’s data-driven landscape.
Code3 + Nordic Naturals: A Linear TV Case Study
We’re not just talking hypotheticals here. Recently, Nordic Naturals, a Code3 client in the health and wellness space, saw success with selective ad placements during key cultural moments, like The Bachelor premiere and The Puppy Bowl. Let’s dive in!
Nordic’s approach prioritized Q1 placements to align with its “New Year, New You” messaging. Their selections included:
- The Bachelor (Premiere & Finale) – A perfect fit for a women-focused audience.
- The Puppy Bowl – A fun, family-friendly moment with high viewership.
- NCAA March Madness – One of the most-watched sporting events, ensuring massive reach.
Nordic used tentpole moments, to ensure their brand remained visible without overspending. The key? The right strategic placements with evergreen messaging and an engaged audience, supported by complementary digital efforts like The Bachelor-focused podcast ads.
The strategic move into Linear TV paid off, big. Nordic saw:
- Increased site traffic post-airing (almost as high as Amazon Prime Day!)
- More social media engagement, reinforcing brand visibility.
- Cross-channel marketing impact, as TV drove traffic to other digital touchpoints.
Is Linear TV Worth It for Your Brand?
Linear TV isn’t for every brand, but it’s a game-changer when used strategically. It’s ideal for:
- Mass awareness goals, especially during high-viewership events.
- Older demographics, who still consume traditional TV.
- Campaigns tied to cultural moments, ensuring relevance.
Before investing, consider your objectives and whether TV ad return on investment (ROI) aligns with your broader marketing mix.
Nordic’s approach to linear TV underscores its continued relevance for brands looking to make an impact. By choosing the right high-engagement TV events, balancing creative TV ad strategy, and navigating TV ad trafficking processes, brands can maximize their visibility where it matters most.
Strategic ad placements aren’t just about being seen—they’re about being seen at the right time, in the right place, by the right audience. And when done right, linear TV can be a powerful amplifier for your brand’s success.