While TV advertising remains king, content has become its queen

Let’s be honest, we’re all fighting for attention in advertising. We want to look cool and authentic while actually driving sales for our brands. 

In the chaotic landscape of advertising, the question of whether TV advertising still  reigns supreme is as contentious as ever. 

TV advertising still holds its crown, although it absolutely has a queenly counterpart named content.

However, as someone who sees the merit in both traditional and modern strategies, I believe that, yes, TV advertising still holds its crown... although it absolutely has a queenly counterpart named content. So, why does this dynamic duo continue to dominate the consumer world, specifically during one of the biggest spectacles, the 'Big Game' (aka the sporting event that shall not be  named)?   

Above: TV is still sitting pretty on its throne, but content is its queenly counterpart. 

To clarify, by 'content', I'm referring to the creative endeavours crafted primarily for social media platforms, including content series and a community manager's witty humour. (Shout out to those behind the keyboard. You never get enough credit for your timeliness and creativity). Social media offers a playground for brands to engage with consumers in diverse and dynamic ways. 

Viewers now have the freedom to consume content on their own terms — when they want, where they want and how they want. 

Meanwhile, TV advertising encompasses both traditional broadcast and the increasingly prevalent connected/streaming platforms, thus encompassing a broader spectrum of viewership and overall reach.  Connected and streaming TV has undeniably transformed the landscape of  advertising. It's no longer just about tuning in at a specific time to catch your favourite show or BRAVO drama. Viewers now have the freedom to consume content on their own terms — when they want, where they want and how they want. 

Whether it’s binge-watching a series until Netflix prompts you with a 'Still Watching?' call-to-action, or catching up on live events via  streaming services, consumers have a choice. This shift has led to a more distracted viewing experience, with audiences often multitasking on their phones during TV commercial breaks.   

Above: Amazon's 2023 Christmas campaign is "the perfect example of captivating consumers through a narrative".

Yet, despite all of these distractions, TV advertising holds the crown. Why? Because while phones offer convenience, televisions give consumers the brand confidence, awareness and, at times, empathy they need to consider a company within their purchase consideration. In a world of endless scrolling and fleeting attention spans, TV offers a respite — a dedicated space where brands can captivate audiences with carefully crafted narratives and visuals.  

Shout out to Jo Shoesmith and her team at Amazon for making me cry with their Joy Ride commercial. It was the perfect example of captivating consumers through a narrative during core seasonal bliss. It's a slower burn, but one that often yields deeper engagement and resonance. 

But let’s not forget about our queen: content. Brands who thrive know it's not enough to simply broadcast their message and pray for the best. They must engage with audiences on a more personal level and infuse authenticity. This is where content has - and always will - reign supreme, fostering authentic connections through social media platforms. 

This is where content has and always will reign supreme, fostering authentic connections through social media platforms.

This is truly where the unsung heroes, the community managers, often go unnoticed. They are oftentimes the backbone of a brand’s online presence, tirelessly engaging with audiences and bringing the brand to life. In many ways, community managers are the heart and soul of a brand online, injecting personality, authenticity and empathy into every interaction. By having a two-way conversation online, brands can foster loyalty and advocacy amongst consumers, transcending the limitations of traditional advertising.