Webinar: Unlocking TV Effectiveness in the New Era

Remember gathering around the TV to watch your favorite show? The anticipation of a season premiere, the shared experience of watching with family and friends. For many, those memories define TV's "golden era." 

But what if television's best days are still ahead? While headlines love to declare "TV is dead,” the reality is TV’s becoming more accessible, engaging, and effective than ever before.  

In this WARC webinar hosted by WARC’s Head of Content Alex Brownsell, Marketing Architects CEO Angela Voss is joined by ad effectiveness expert and founder of Previously Unavailable James Hurman to explore why the most effective marketing campaigns still include TV—and how to make the most of the channel in 2025 and beyond. 

Watch to learn: 

1. The numbers don’t lie. People still watch a lot of TV. While fragmentation has increased, TV viewership remains strong. In fact, there are more TV households in the US than ever before. Even Gen Z watches about an hour of TV daily on average.

2. Why TV remains an effective way to drive brand and business impacts. Research shows TV generates the greatest sales impact of any video advertising format. Broadcast TV is also one of the best channels with which to build brand trust.

3. How the lines between linear and streaming continue to blur. With major streaming services embracing traditional trends like advertising and bundling, the distinctions between linear and streaming matter less and less. In fact, nearly a third of streaming time is spent watching linear content delivered through streaming platforms.

4. Nearly 3 in 4 marketers agree linear and CTV work better together. And according to Nielsen, 74% of TV households watch both streaming and linear programming each month. Rather than choosing between forms of TV, advertisers should use both to maximize reach.

5. Why technology is the answer to a complex media landscape. Consumers have thousands of TV viewing options. That's why technology is essential. AI can help process the billions of data points that determine where your ads will perform best, whether that's on traditional TV or streaming platforms.