But in 2025, that conversation has evolved. The smartest brands aren’t choosing between them, they’re discovering how both channels can work together to deliver measurable ROI, long-term brand building, and short-term performance.

At WOWVI Video, we’ve seen firsthand how brands can combine the storytelling power of TV with the targeting precision of digital to create campaigns that cut through the noise.

The Enduring Power of the TV Ad Commercial

Despite constant predictions of its decline, TV advertising remains the most trusted and effective medium for brand building.

According to Thinkbox, TV accounts for around 71% of total advertising-generated profit across all channels. It offers unrivalled reach, impact, and credibility, something no online platform has yet to replicate.

Why TV still works:

• Mass reach: TV still reaches millions of UK viewers daily – across linear, connected TV, and streaming platforms.

• Brand authority: Seeing your brand on TV adds instant credibility and trust.

• High attention: Studies show TV commands some of the highest viewer attention levels, compared to scroll-heavy digital environments.

• Long-term effect: TV advertising creates memory structures that continue to influence buying decisions weeks or months later.

In short: when you want your brand remembered, TV still leads the charge.

The Rise (and Reach) of Digital Video Advertising

Digital video ads, from YouTube pre-rolls to social feeds and programmatic placements, have changed the advertising landscape. They offer precision targeting, real-time analytics, and flexibility that TV can’t always match.

Why digital excels:

• Highly targeted: Reach specific demographics, interests, and behaviours.

• Cost-efficient: Budgets can scale up or down easily.

• Instant performance data: Every view, click, and conversion can be tracked.

• Agile optimisation: Creative can be tested and refined mid-campaign.

Digital is ideal for driving immediate engagement and conversions, especially when audiences are already in a buying mindset.

So, Which Delivers the Best ROI?

The real answer: they work best together.

A Thinkbox study found that TV combined with digital video increases campaign effectiveness by up to 40%, thanks to the halo effect of consistent creative across multiple touchpoints.

TV builds the brand. Digital converts the customer.

TV provides scale and emotional impact, while digital adds precision and frequency. The key to ROI lies in integration, a unified creative strategy, tailored to how audiences consume content across platforms.

How Brands Are Blending Both Worlds

In 2025, the line between TV and digital is blurring:

• Addressable TV (like Sky AdSmart or ITVX) lets brands target households by location, age, or interests combining the impact of broadcast with the accuracy of digital.

• Cross-platform campaigns ensure the same high-quality creative runs on TV, YouTube, and paid social, adapted for each environment.

• AI-powered editing helps deliver multiple ad variations optimised for each platform’s performance metrics.

Brands that treat TV and digital as part of the same ecosystem see higher recall, stronger engagement, and better long-term ROI.

What This Means for Your Next Campaign

If your goal is brand growth, not just short-term clicks, then TV deserves a place in your media mix, supported by smart digital amplification.

At WOWVI Video, we help brands bridge the gap between broadcast and digital storytelling, producing commercials that perform across every screen. From concept and production to Clearcast approval and delivery, our team ensures your creative works just as hard online as it does on air.

Ready to see what powerful video can do for your brand? Partner with WOWVI Video to create TV and digital campaigns that captivate audiences and deliver measurable ROI.

Get in touch with our team today to start planning your next commercial.