Marketing strategies today are dominated by digital channels, and even the largest companies sometimes overlook the power of traditional media like television. However, in industries that truly understand the sources of efficiency and the optimization of advertising spend, such as retail and pharmaceuticals in Poland, television remains an essential pillar of marketing strategies.

Based on the research of Byron Sharp, a leading authority in marketing, and real market experience, there are several key reasons why television remains an irreplaceable medium for brands aspiring to grow or strengthen their market position.

Mass scale and cost efficiency

According to Sharp’s research, one of the most important factors in brand growth is broad reach and mass communication. Television remains one of the few media capable of providing extensive advertising exposure in a short period, allowing brands to reach the largest number of potential customers simultaneously.

Despite rising global costs of online advertising due to intense competition, television continues to offer predictable and stable cost efficiency in terms of cost per thousand impressions.

Mental availability and brand recognition

Brand growth requires not only a physical presence in the market but also mental availability, meaning the ability to be easily recalled at the moment of purchase decisions. Television advertising, through its scale and repetition, enables brands to consistently build awareness and embed themselves in consumers’ minds. Sharp’s research shows that brands investing in broad communication achieve better visibility, which directly translates into market success measured by market share.

The key role of television in product launches

One of the most important applications of television in marketing strategies is supporting the launch of new products and brands. Introducing a new brand or product line requires strong exposure and rapid recognition, and no other platform provides such an immediate level of reach and awareness as television.

Brands that successfully launched new products with television support often achieved much faster market share growth. Television ads during the launch phase help establish immediate associations with the product, and the “prime-time exposure” effect leads to increased organic online searches and consumer interest in other sales channels.

The impact of television on e-commerce success

Although e-commerce is primarily associated with online advertising and precise targeting, television plays a crucial role in building its success. The rapid development of e-commerce platforms and growing competition mean that merely existing in the digital space is not enough. Brands need to build credibility and recognition, and television delivers this at a scale that digital display campaigns and social media cannot match.

Television advertising drives brand searches on Google, improves conversion rates in performance marketing campaigns, and increases click-through rates (CTR) in digital campaigns. Studies show that users who see a brand on television are more likely to click on its online ads, creating a synergy between offline and online efforts.

Examples of companies like Amazon and Zalando show that even e-commerce giants invest heavily in television to strengthen their reach and scale their market presence.

The advantage over targeted digital formats

One of the myths of modern marketing, according to Sharp, is the belief that precise targeting in online advertising is more effective than mass communication. Excessive segmentation and personalization can limit the potential market, whereas successful brands grow by reaching the widest possible audience. Television, as a reach-based medium, provides this opportunity, eliminating the risk of narrowing the message and enabling real sales scale.

The challenge of reaching younger audiences through television

One of the main arguments against allocating budgets to television is the changing consumption habits of younger generations, who increasingly prefer on-demand content, streaming platforms, and social media.

However, television can still play a crucial role in strategies targeting younger consumers if content is adapted appropriately and multiscreen formats are used. Television campaigns can be effectively supported by digital video extensions, product placements, and influencer marketing integration, creating a cohesive brand experience across multiple platforms.

Major sporting events, festivals, and entertainment programs continue to attract younger viewers to television screens, providing brands with an effective way to reach this audience.

The influence of television on consumer decisions

Television advertising not only increases brand awareness but also enhances the likelihood of consumer purchase decisions. Numerous studies confirm that consumers are more likely to choose products they regularly see in mass media.

The synergy between television and other media

Contrary to popular belief, television does not operate in isolation—it is most powerful when combined with other communication channels. Research shows that advertising campaigns integrating television with digital media achieve significantly better results than those relying on a single format.

Conclusion

In industries that understand the true sources of marketing efficiency, television remains a crucial medium. Its ability to build broad reach, strengthen mental availability, support e-commerce, drive product launches, and create synergies with other media makes it a foundation of effective marketing communication.

In a world overwhelmed with advertising and fragmented media consumption, television continues to guarantee the scale effect that is essential for brands striving for growth.