Prime time advertising, once upon a time, would’ve been that slot in the Coronation Street ads, right as millions of people were enjoying some leisure time in front of the telly.
But with a shift in how we view TV, is it still effective?
According to a 2025 TV habits survey, just 18% of the UK population watches “linear TV” (i.e. TV broadcast to set schedule). On the other hand, the vast majority of adults stream on services like Netflix or Amazon Prime.
So while the consumption of TV shows and films is still very much a thing, has the way in which we watch changed the effectiveness of TV advertising? In other words, is TV advertising dead?
Let’s take a look.
The Shift to Streaming: What Does It Mean for Advertisers?
It seems like everyone is watching their favourite shows on demand – at times to suit them and on their own schedule. Whether it’s bingeing a whole box set in one weekend or rationing the latest crime drama to one episode a night, the real shift with on demand streaming services is that the viewer chooses how and when they consume their TV shows and movies.
While the TV in the corner still has pride of place in most UK living rooms (what else would you point your furniture at?), the content we’re consuming is increasingly on our own terms, not tied to a broadcaster’s schedule.
This shift from “linear TV” to streaming platforms like Netflix, Amazon Prime, Disney+, and even YouTube has totally changed the advertising landscape. Traditional TV ads (you know, the ones that used to keep the kettle sales booming during Corrie ad breaks) just don’t have the same reach or power they once did.
Do Streaming Platforms Even Have Ads?
One of the big draws of streaming for many, has been the lack of adverts. For years, Netflix was completely ad-free. But the landscape is shifting again. As of 2024, Netflix, Disney+, and Amazon Prime Video all offer ad-supported subscription tiers which allow users to pay a lower monthly fee but endure the ads. Not going to lie, I’ve personally paid to go ad free! But in the US, some streamers now actually require ads and the UK will potentially follow suit. We’re likely to see even more ad-supported options cropping up.
But, and this is a big but, the advertising model is very different. Streaming platforms can target ads based on your viewing habits, your demographic info and sometimes even your location. That’s a far cry from the old-school “one advert for everyone watching at once” model.
The Rise of Targeted (and Sometimes Unskippable) Ads
Let’s be honest, most of us don’t exactly love adverts. Streaming services know this, which is why the ads you do see tend to be much more targeted and, at least in theory, more relevant to you. And because they can be tailored, they might even be more effective than the scattergun approach of days gone by.
Advertisers now have the data to serve you an ad for, say, a new running shoe, just after you’ve binged a fitness documentary. That sort of targeting simply wasn’t possible on linear TV.
However, it’s not all rosy for advertisers. A lot of us immediately reach for the remote when ads start, or pay a bit extra to go ad-free. Streaming ads can be skipped (sometimes), muted, or ignored just as easily as traditional ones. But some advertising models actually means advertisers are only paying when someone watches a minimum amount of time. In other words, there are advertising payment models for businesses now that should, in theory, mean less wasted ad budget and more measurable results.
Are Streaming Platform Ads Actually Effective?
This is where things get interesting. While traditional TV ads had the benefit of mass exposure, ads on streaming platforms can be laser-focused, measuring effectiveness in entirely new ways.
Recent data from Nielsen found that ad-supported streaming platforms in the UK reach nearly 23 million people monthly, which is almost half the adult population. According to a 2024 Thinkbox report, streaming ads boast a recall rate of around 62%, compared to 49% for traditional linear TV.
But it’s not just about being seen, is it? It’s about being remembered too and having enough impact that the viewer ultimately takes action. Look at these numbers:
Completion rates for streaming ads are high. On platforms like All 4 and ITVX, completion rates regularly top 90%, because viewers are required to watch at least some ads in exchange for free content.
Ad engagement tends to be higher on streaming too. Research by Kantar in 2023 found that UK viewers were 24% more likely to remember an ad they’d seen on a streaming service than on traditional TV.
Brand lift is measurable. Amazon reports that ads on its Prime Video ad tier drive a 1.8x increase in brand searches compared to linear TV campaigns.
That said, effectiveness can vary hugely depending on the ad format. Short, punchy ads perform far better than longer, traditional TV-length spots. Personalisation and relevance are also key. People are much more receptive when the ad actually aligns with their interests.
Is TV Advertising Still Worth It for Brands?
Here’s the crux of the debate. If fewer people are watching scheduled TV, is there any point in paying for those prime time slots anymore? It depends on the audience.
Older demographics: Linear TV is still a staple for older viewers. For certain brands, especially those targeting this group, traditional TV spots can still offer decent bang for buck.
Younger audiences: Gen Z and millennials are far more likely to be found on YouTube, TikTok, and streaming services. Brands targeting them need to be wherever their eyeballs actually are, which increasingly means online video platforms.
For many companies, the answer is a blended approach. TV ads might be part of the picture, but digital and streaming are where the real growth and innovation are happening.
The New Age of “TV” Advertising: Beyond the Living Room
Advertising isn’t just about the TV anymore. It’s about reaching viewers wherever they’re watching, whether that’s on a smartphone, tablet, or laptop.
Connected TV (CTV): Smart TVs and streaming sticks mean that even when people watch on a “television,” they’re often using apps and services that allow for more targeted, digital-style advertising.
Second screens: Most of us are guilty of scrolling on our phones during ad breaks. Brands are now experimenting with “second screen” campaigns that link what’s on your TV with what you’re doing online in real time.
So… Is TV Advertising Dead?
Not quite. It’s evolving, and quickly. The days of everyone seeing the same washing powder ad at the same time are behind us. But as long as people are watching video content, there’ll be ways for brands to reach them.
TV advertising isn’t dead. It’s just not what it used to be, and for most brands, it shouldn’t be the only thing in your marketing mix. The winners are the brands willing to adapt, experiment, and follow their audiences, wherever and however they’re watching.
