Introduction to advertising on TV

TV’s unrivalled ability to create business profit, sales and numerous other positive effects were enjoyed by 785 new or returning brands to TV last year (returning after no TV advertising for at least five years). Notable newcomers included Uber, Opodo and Sixt.

However, for first-timers wanting to make the step up to TV advertising, it can seem a little daunting, which is why we’ve put together this section of the website to guide you through it all, organised into three themes:

Within these pages you’ll find lots of useful advice about getting a brand onto TV, whatever your budget: gain inspiration from other advertisers who have dipped their toes in the TV waters with great success; be able to get to grips with some of that TV advertising jargon, and a whole lot more besides.

Before launching into this toothsome section, let’s remind ourselves of some of the reasons why television advertising is so brilliant at creating success for brands and businesses both in the short-term and the long-term. Here’s a list of the top ten, which you can find out more about by clicking on the links.

  1. TV advertising works
  2. TV has unbeatable scale and reach
  3. TV creates emotion and makes brands famous
  4. TV is other media’s steroid
  5. TV is crucial to word of mouth
  6. TV is vital for long term success
  7. TV has unbeatable scale and reach
  8. TV is best for driving response
  9. TV is everywhere
  10. TV works across categories

Agency partners

The first piece of advice we would give any brand contemplating any form of TV advertising is to appoint a recognised and reputable media agency. They will understand your business objectives and help you plan to achieve them. Creative agencies are also trusted partners. The IPA (Institute of Practitioners in Advertising) publishes a list of its member agencies at and can be contacted for advice on agency selection. 

The Thinkbox Planning Helpdesk

And finally, if you don’t find what you’re looking for in this section of our website, please do get in touch with the friendly folk at the Thinkbox Planning Helpdesk. They’re always happy talk to you about any specific challenges you might have getting started on TV; supply you with supporting evidence to help you make the case for TV; guide you through the TV planning and buying process, or at the very least point you in the right direction.  

Sam Olive
Planning Controller

020 7630 2340
[email protected]

Or email the team at

[email protected]

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Audience profiles

Headline facts and figures for the key TV buying audiences, from their universe size to the average number of ads they view per day.


New to TV Training

Thinkbox’s free training workshops are designed to give you a really good grounding in the essentials of today’s TV and what the medium can do for advertisers – SIGN UP HERE

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