Why TV Advertising Delivers Unmatched Reach and ROI

• TV can cost ~£0.005 per viewer at scale—mass reach at market-leading efficiency.
• £1 invested returns ~£1.79 in profit on average in meta-studies, outperforming other channels.
• Fastest route to awareness: national reach builds recognition faster than any other medium.
• Second-screening: viewers spend ~39 minutes daily watching TV while using mobile—boosting immediate search and social actions.
• Retail uplift: TV campaigns drive both consumers and retailer buy-in (promotions, POS).
• Weekly reach 85%+ (90%+ incl. on-demand): TV remains the most effective way to reach the UK at scale.

Measured by BARB and industry sources; outcomes depend on planning, creative, and buying strategy.

Build reach and precision with ITVX

• ITVX National: on-demand reach at UK scale; add frequency and incremental audiences to linear TV.
• ITVX Local: regionally focused buys—ideal for testing, retail catchments or phased rollouts.
• Formats & targeting: pre/mid-roll, genre/context, first-party segments; frequency and daypart controls.
• Use cases: extend campaigns, retarget exposed viewers, A/B test creative quickly.

Result: flexible delivery that complements linear burst reach with precision and control.

Turn second-screening into action

• Coordinated bursts: align paid social and influencers with TV spots to capture in-moment interest.
• Creative sync: use matching hooks, visuals and CTAs across TV, Reels, Shorts, and TikTok.
• Search lift: TV spikes brand search; protect with branded PPC and landing pages.
• Attribution: use CAIT/analytics to stitch TV exposures to social and site actions.

Understand how TV media is sold

TV advertising is sold in two primary ways. We explain how they work, what they cost, and when to choose each:

• CPT campaigns — pay per thousand targeted viewers
• Spot campaigns — buy specific ad placements on chosen programmes/channels