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Broadcast TV remains America’s most powerful reach medium. It’s trusted, brand-safe and capable of influencing culture, driving consumer action and reaching more households in a night than most platforms reach in a month.
Through broadcast TV, we’ve come to know some of the most iconic campaigns in advertising history. McDonald’s reminded us that “you deserve a break today.” Coke told us it’s “the real thing.” Nike dared us to “just do it.” Energizer’s bunny “keeps going and going,” and Geico’s gecko taught us that “15 minutes could save you 15% or more.”
Broadcast TV has been the launchpad for brand-building for decades. But the advertising landscape is shifting. The growth of streaming, CTV and data-driven platforms is changing how advertisers plan, buy and evaluate media. And now, more than ever, we must ask: Can broadcast TV thrive in a world where first-party data is king?
Data Is Driving Dollars
I spent last week at the TV of Tomorrow Show in San Francisco. While AI was a recurring theme, the dominant terms in ad-buying conversations were precision, deterministic data, targeting and measurable outcomes. Broadcast still plays a critical role in brand awareness, but digital media, led by big tech, has redefined expectations around accountability and ROI.
Every industry newsletter confirms the shift: Advertisers want precision marketing, data-driven buying and outcome-based measurement. According to the IAB, CTV ad spend is projected to reach $38 billion in 2025, with 68% of advertisers calling it a “must-buy.”
Meanwhile, retail media continues its meteoric rise.