Why TV and Social Work Better Together for Emerging Brands

But here’s the thing: TV has changed. Streaming and automation have leveled the playing field. The tools that made social so powerful - targeting, optimization, attribution - now exist for TV. And new research shows that when the two are combined, the results don’t just add up; they multiply.

So, for emerging brands trying to build awareness, credibility, and sales, the smartest move to make is pairing the scroll with the screen.

TV Captures Attention and Attention Builds Familiarity

People buy what they know. Nearly 80% of shoppers stick with the same brands over and over again.¹ The challenge for new brands is breaking into that cycle, becoming known. That’s something TV is made for.

TV delivers that at scale - it's front and center on the biggest screen in the house, with sight, sound, and motion that social simply can’t match.

Viewers are 43% more likely to notice an ad from an emerging brand on streaming TV than on social, and they spend 67% more time watching those ads. That’s more time for a brand’s story to land, a product to resonate, and the brand to stick.

TV + Social = Exponential Impact

Social drives speed. TV drives staying power. Together, they build something stronger: sustained impact.

When people see a brand on both social and streaming TV, unaided recall jumps 2.8X compared to seeing two social ads. TV also drives a 2.3X lift in brand perception for emerging brands versus established ones.

In other words: TV doesn’t just make sure brands are remembered -- it makes sure that people like them.

Drives Action -- Especially When Paired with Social

It’s not just about awareness anymore. Streaming TV is driving performance -- and doing it better when social is in the mix.

Add a streaming TV campaign to a social campaign and purchase intent increases by +24%. Add another social ad instead, and nothing really changes. Even better: two streaming exposures drive a +33% lift in purchase intent compared to just one social ad.

TV doesn’t just build a brand. It moves audiences to act.

Streaming TV Is Finally as Smart as Social

This is where the game really shifts. The same tools that make social advertising so effective -- things like Dynamic Product Ads and real-time attribution -- are now part of the streaming ecosystem.

That means brands can launch customized, product-specific creatives in a premium environment, targeting the ideal audience, and measuring performance in real time. With that, - TV has officially joined the performance conversation.

The Takeawayfor Emerging Brands

For emerging brands, relying on one channel isn’t a strategy -- it’s a ceiling. The combination of TV and social media is what breaks through it.

Streaming TV is no longer just about brand awareness. It’s about measurable performance. It’s the bridge between reach and results.

Brands don’t need to be a household name to make a big impression - they just need to show up where people’s attention lives and that’s on their phones and their TVs.

To learn more about how adding streaming to social advertising boosts impact, download Beyond the Scroll: How TV Drives Performance for Emerging Brands.

Source:

1. Comcast Advertising consumer survey conducted by Dynata. March 2025, n=1507.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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