We’ve all heard it before: “TV is dead.” With streaming platforms like Netflix and YouTube stealing the spotlight, it’s easy to assume that television advertising has lost its charm.
But is that really the case?
Before allocating your entire media budget to digital, let’s explore below whether TV advertisements in Singapore are still effective and why they might be worth keeping in your marketing mix.
The Current State of TV Advertising
TV might not be the shiny new toy anymore, but it’s far from irrelevant.
While digital platforms and streaming services have changed how people consume content, traditional TV continues to hold its ground by maintaining broad accessibility.
For instance, free-to-air and cable channels still have a strong foothold in many Singaporean homes, thanks to their local programming, ease of access, and role in shared family routines. They offer a kind of passive, communal viewing experience that digital platforms don’t always replicate, making them valuable touchpoints for advertisers.
In fact, the traditional TV advertising market in Singapore is expected to hit 7.1 million users by 2029, which is a clear sign that it continues to deliver scale. This suggests that even as brands explore digital-first strategies, TV advertising remains a relevant and powerful tool in the media mix.
Why TV Advertising Still Matters
Despite changing media habits, there are still numerous reasons why TV commercials or advertisements continue to be a valuable part of a well-rounded marketing strategy.
1. TV Remains One of the Most Trusted Channels
In a media world overflowing with pop-ups and sponsored content, trust is everything, and television still holds that edge.
According to recent regional studies, 65% of Singaporeans report trusting TV advertisements, making it one of the most reliable ad formats in the country. This level of trust matters, as it naturally boosts brand credibility and enhances consumer recall. When viewers trust what they see, they’re more likely to remember the message and take action.
While digital ads may chase clicks, TV ads continue to build something deeper: long-term confidence in your brand.
2. Reaches a Wide and Diverse Audience
One of TV’s biggest strengths? It brings everyone together.
Whether its families catching the 9 pm drama, seniors tuning in for the evening news, or working adults unwinding with a variety show, television naturally reaches a wide range of demographics.
And during those commercial breaks, your brand gets the spotlight. Viewers of all ages and backgrounds are exposed to your message without having to scroll, skip, or swipe. That kind of collective viewing moment creates a unique opportunity to connect with a diverse range of audiences simultaneously.
This makes TV especially effective for brands targeting households or mass-market products. With just one ad slot, you could be speaking to the whole living room.
3. Boosts Brand Awareness at Scale
TV stands out as a brand-building channel because of its ability to deliver high-impact messages to large audiences in a single moment. Its scheduled programming allows brands to align with high-viewership time slots, like prime-time dramas or live events, ensuring consistent and repeated exposure.
This repetition plays a key role in strengthening brand recall. The more often viewers encounter your advertisements in familiar, trusted programming, the more it reinforces your identity in their minds. Over time, this visibility builds recognition, familiarity, and top-of-mind awareness.
For companies seeking to scale quickly and make a lasting impression, TV remains a powerful top-of-funnel strategy.
4. Great for Campaign Credibility and Perception
Being seen on TV often creates a strong impression of professionalism. Many viewers still associate TV advertising with reputable brands, which can influence how your business is perceived.
As mentioned earlier, the majority of Singaporeans report trusting TV advertisements. This perception can work in your favour, especially if you’re looking to build consumer confidence or compete alongside more established players.
By adding television advertising to your marketing strategy, you reinforce a more polished and established brand image, one that stands out with the kind of legitimacy often associated with industry leaders.
Understanding the Cost of TV Advertising in Singapore
Wondering how much it costs to advertise on TV in Singapore? The answer depends on several variables.
Factors like the channel, time slot, and duration of your ad all play a role in shaping the final cost. Prime-time spots during popular shows naturally come at a premium, while off-peak slots are more budget-friendly.
Planning around your target audience’s viewing habits can help you maximise value by ensuring your ad airs at the right time, on the right channel, reaching the people who matter most without unnecessary spending.
The Future of TV Advertising
The future of TV advertising is all about adaptability. As audiences become more selective about how and when they consume content, brands can no longer rely on a one-size-fits-all approach.
One exciting trend is addressable TV advertising, which lets different households see different ads even while watching the same programme. This means brands can tailor messages based on location, interests, or demographics, making each impression more relevant. It blends the broad reach of TV with the precision of digital, giving advertisers more control over who sees what and when.
Looking ahead, TV advertising will likely continue merging data, creativity, and technology to offer more personalised and measurable results.
For brands in Singapore, staying competitive means embracing innovation, whether it’s through smarter data use, creative storytelling, or flexible ad strategies. Those who evolve with the medium will be better equipped to connect meaningfully with tomorrow’s audiences.
Reevaluating TV’s Role in a Digital-First Landscape
Consumer viewing habits are evolving rapidly, with more attention shifting toward digital and social platforms. But that doesn’t mean TV has lost its place. In Singapore’s diverse media landscape, television commercials remain effective, especially for brands looking to build awareness and credibility or reach households at scale.
It’s a channel worth revisiting if your brand is looking to cut through the digital noise.
Making TV Advertising Work for Your Business
TV advertising in Singapore continues to show strong potential but to truly stand out, your video ad needs a compelling concept, eye-catching visuals, and a clear message. If TV advertising feels like the right move for your brand, Aww Media can help guide your TV commercial production with clarity, creativity, and expertise.
Our video production house helps brands through every stage of the process, from concept development to final delivery. We specialise in producing commercials that not only meet broadcast standards but also connect with viewers and help drive results.
Explore the power of TV advertising with a professionally produced commercial. Contact us today.
