Brands can purchase high-visibility, premium TV spots like college football at a discount by tapping into "fire sales" of remnant inventory. This requires an agile budget and quick communication with your media partner to capitalize on these last-minute deals.
Running commercials on TV adds a layer of credibility that digital channels can't replicate. When a smaller brand like Gab appears alongside giants like Toyota, it builds consumer trust and elevates its market perception, an effect validated by eMarketer studies.
To move quickly on time-sensitive opportunities like "fire sales," brands should structure their budgets with a pre-approved, flexible "test budget." This eliminates the need for lengthy approval processes, allowing marketing teams to act decisively and secure high-value media placements as they arise.
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.
Before committing to expensive TV ad production, Gab created multiple concepts and tested them using surveys sent to their target demographic. By asking questions about purchase intent after viewing a concept, they used data to select the most promising ideas, increasing the likelihood of success.
Unlike digital ads that suffer from rapid creative burnout, TV commercials have a much longer lifespan. Gab successfully ran the same four creative concepts for over a year, making the initial high production cost more digestible when amortized over an extended period.