When brands hit a point of diminishing returns on search and social media, TV becomes a critical next step. It provides incremental reach to new audiences, builds brand legitimacy, and can accelerate the path to purchase for customers discovered on other channels.

Tushy actively measures the cross-channel impact of its advertising, discovering that top-of-funnel channels like Linear TV drive a greater sales lift on Amazon than digital channels like Meta. This is attributed to the demographic overlap between Linear TV viewers and typical Amazon Prime shoppers.

Manscaped's success stems from treating TV not as a sporadic, campaign-based brand play, but as an always-on performance channel. This requires the same analytical rigor, continuous testing, and focus on business outcomes as paid search or social, unlocking its full potential as a demand generator.

To get budget approval for upper-funnel channels like TV, avoid positioning it solely as "brand awareness." Instead, frame it as a "performance multiplier" that will improve the efficiency and scale of existing direct response channels, making the investment more palatable to finance teams.

Early TV tests for DTC brands often focus on a strict Cost Per Acquisition (CAC). As a business scales into omnichannel, the definition of "performance" must expand. Success metrics should include the halo effect on other channels, like branded search lift and increased sales on Amazon.

Tatari provides Manscaped with a "halo impact analysis" that quantifies how TV advertising lifts performance in other channels like paid search and social. This proves TV's role as a full-funnel driver and moves the conversation beyond direct, last-touch attribution to its total business impact.

Manscaped shifted its TV strategy from a branding experiment to a core growth channel. They measure its success with performance metrics like Cost Per Acquisition (CPA), applying the same rigor used for paid search and social, ensuring TV directly contributes to business goals.

Don't assume TV only serves to introduce new customers. For consumers already in the consideration phase, a TV ad can act as the final, legitimizing touchpoint that closes the sale, proving its value across the entire funnel, not just at the top.

TV advertising directly boosts the performance of digital channels like Meta and Google Search. Rather than viewing it as a separate, top-of-funnel expense, marketers should understand its direct impact. Platforms like Tatari can even provide a "halo impact report" to quantify this lift.