Why small brands must use TV

Most marketers at small brands have quietly written TV off. Too expensive. Only reaches older people. Hard to measure. Makes sense… except it's wrong.

When you look at how brands actually grow (through mental availability, attention, and reach), the evidence points somewhere surprising. 👉 TV may be better suited to small brands than big ones.

Big brands can get away with 1.5 seconds of social scrolling – their logo flashes past, and your brain fills in the rest. Small brands don't have that luxury. They need time, attention, and trust to make a dent.

In this article, we unpack insights from our latest webinar Why small brands must use TV – with Dan White, author of Marketing Illustrated – covering the science, busting the biggest objections, and ending with a practical playbook you can act on today.

Why small brands hit a growth ceiling, and can't spend their way out of it

Before we talk about TV, let's look into what happens when small brands rely entirely on digital. 👉 At first, search converts, social delivers, and for a while, the numbers feel exciting.

Then, somewhere around 18 months to 3 years in, something shifts. You keep spending more, but the returns flatten. That's the performance plateau – a well-documented structural problem.

Pure activation channels like search, social media, and performance marketing run out of new people to reach. As budgets grow, frequency goes up, but reach doesn't. You're paying to reach the same people, over and over again.

The fix is adding brand-building reach to the mix. And no channel does that better than TV.

Why is TV especially well-suited to small brands?

1. Small brands need more attention, not less

It turns out 85% of digital ad impressions generate less than 2.5 seconds of active attention, which is not enough time to build a memory.

For an established brand, that barely matters. Bosch or Coca-Cola can be recognised in a fraction of a second because their brand assets, known as Me codes and Need codes, are already burned into your brain. But for a brand no one has heard of yet? Two seconds are almost useless.

However, broadcast TV delivers around 5 seconds of active attention per impression – more than double what you get from social media. That extra window is exactly what a small brand needs to introduce itself, land a message, and start building something in people's minds.

2. TV breaks through the growth plateau

When brands shift even part of their budget from activation to brand-building, growth resumes. As TV spend increases, sales uplift keeps rising – while social media, YouTube, and display quickly plateau. 

TV expands reach and finds genuinely new people, where digital channels just recycle frequency.

Binet and Field suggest a roughly 50/50 split between activation and brand building delivers the strongest long-term results. For most digital-first brands, that means tilting the balance toward brand building. TV is the most natural place to start.

3. TV lends credibility to brands no one has heard of yet

Trust in advertising varies enormously by channel. According to Ipsos/Thinkbox data, 35% of people trust TV ads – compared to just 6% for social media. That gap is growing, not shrinking, as scam ads proliferate on social platforms.

For a small brand, appearing on TV is a signal. It says: we're real, we're regulated, we're worth your attention. That credibility is much harder to build when your ads are sandwiched between scammy skin cream promotions on Instagram.

4 small brands that used TV to break through

Hedepy: from flat revenue to 50% sales growth

Hedepy is a European online therapy platform. After a strong early start, their revenue flatlined for more than a year at around €3 million. Social campaigns had stopped working. Classic performance plateau.

They made the leap to TV – but did so carefully. They tested a storyboard with Behavio (which scored average), revised it, and retested the final video (which scored high). Then they launched in Q3, when media costs are lower.

Awareness nearly doubled (from 13% to 25%), new-business revenue grew by 50%, and they recouped their investment within 6 months.

Monzo: word-of-mouth bank, TV-scale growth

Monzo had grown mostly through referrals before their first TV campaign. Before TV, they averaged around 150,000 monthly sign-ups. In their strongest month after launching, they hit 250,000 – a 67% jump in monthly sign-ups.

What made this unusual was that sales growth outpaced awareness growth. That happens when there's strong latent demand – people were already frustrated with their banks and just needed to hear about Monzo on TV to act. The channel amplified a need that already existed.

GymBeam: from #5 to #3 in three months

GymBeam entered the Italian sports nutrition market – where they were essentially unknown. They took a TV concept that had worked in other markets, localized it with an Italian influencer, pre-tested it locally (high score), and launched in Q1 to take advantage of lower media costs.

Within three months, awareness had more than doubled (+121%), and the brand jumped from number five to number three in the category.

Tony's Chocolonely: strong consideration lift on first UK TV campaign

Tony's Chocolonely is a well-known Dutch brand but had relatively low presence in the UK. Their first UK TV campaign – launched in January, partly to benefit from quieter media pricing – delivered a 22% lift in consideration (from 18% to 22%), even with only 23% reach.

Consideration is a stronger predictor of actual sales than awareness. And they got that lift before the campaign had even finished running.

But isn't TV expensive? 🤔

Less than you think. And it’s getting cheaper.

Creative costs are falling. Agency fees have been declining for decades. Today, AI is accelerating that even further – nearly 40% of digital video ads now use generative AI in some form. Behavio has pre-tested many fully AI-produced TV ads, and some are topping our emotional benchmarks. Consumers don't notice, and they don't care.

Shorter ads work better anyway. 10- and 20-second ads deliver the best ROI for small brands. They're cheaper to buy and cheaper to produce – and they force you to communicate one clear thing, which is exactly what small brands need to do.

Off-season buying saves significantly. Q1, Q3, and surprisingly December offer lower media costs with similar sales uplift. Hedepy launched in Q3. GymBeam launched in Q1. Both saved meaningfully on media costs without sacrificing results.

Cost per attentive second is competitive. TV looks expensive on a CPM basis. But when you measure cost per second of attention, the gap narrows as low-attention channels like social and display become the most expensive. Broadcast TV costs around 4p per attentive second in the UK, while programmatic display comes out at 7.5p.

What about the "only old people watch TV" problem?

Linear TV reaches 55% of 16–34 year-olds weekly in the UK. Add connected TV (CTV), and that rises to 95%.

The "TV is for old people" narrative is outdated. Live sports, live events, and reality TV pull in broad, younger audiences. And CTV – streaming services with ads – skews young. If your audience watches Netflix, Amazon, or ITVX, you can reach them.
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Key takeaways: the TV playbook for small brands

1. Use shorter ads (10–20 seconds). Cheaper to produce, cheaper to buy, and they force message discipline.

2. Target white space. Find a need that is both large and unclaimed. Don't fight Booking.com on their own turf.

3. Go heavy on branding. Corner logo throughout. On-screen logo repeatedly. Audio mentions. More than feels comfortable. Still probably not enough.

4. Prioritize the idea over production value. A strong concept with AI production beats a weak concept with expensive cinematography.

5. Pre-test it. Every time. It's cheap relative to the media spend it protects.

6. Buy during cheaper periods. Q1, Q3, and December offer the best value. Launch off-season, then sustain.

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Want to know how your creative will perform on TV before you spend on media? Behavio's ad pre-testing tells you exactly what to fix – in days, not weeks.