Television advertising has long been a dominant force in marketing, shaping consumer behavior, driving brand awareness, and influencing purchasing decisions.
Companies invest billions of dollars annually to secure prime-time spots, ensuring their products and services remain top-of-mind for viewers.
But what industry advertises most on TV?
While many might assume sectors like automotive or technology lead the pack, data from recent years reveals a different leader.
The entertainment industry spends the most on TV advertising, with movie studios, streaming services, and live events using high-impact visuals and celebrity endorsements to capture audience attention and drive engagement.
The Biggest Spender: Entertainment Industry
The entertainment industry has emerged as the top spender in TV advertising.
This category encompasses movies, television shows, streaming services, and live events.
According to data, connected TV (CTV) ad revenue worldwide is expected to almost double between 2022 and 2028, as more viewers shift from linear TV to internet-connected devices.
This dominance is attributed to the industry’s reliance on visual storytelling and its appeal to mass audiences.
Why This Industry Spends the Most
High Engagement & Emotional Appeal: Entertainment brands leverage emotion-driven advertising, using compelling visuals, music, and storytelling to captivate audiences. Movie studios, for instance, create high-energy trailers and exclusive sneak peeks to generate excitement.
Massive Consumer Demand: Movies, streaming services, and live events consistently draw large audiences, making TV ads a natural fit for maximizing exposure.
Celebrity & Influencer Endorsements: Major brands in this category frequently feature celebrities in their commercials to boost credibility and appeal. From A-list actors promoting upcoming films to musicians endorsing events, these endorsements strengthen consumer trust and interest.
Frequent Product Launches: The entertainment industry thrives on constant innovation and new releases. Whether it’s a blockbuster movie premiere or a streaming service unveiling new content, these brands need to advertise consistently to maintain consumer interest and drive sales.
Brand Loyalty & Repeat Engagement: Unlike big-ticket items such as cars or real estate, many entertainment products encourage frequent engagement. This makes consistent TV advertising essential to staying relevant and reinforcing brand loyalty.
Examples of Entertainment TV Advertising
Streaming Services & Film Studios: Platforms like Netflix, Disney+, and Warner Bros. frequently invest in TV ads to promote new releases, original series, and exclusive content to drive subscriptions.
Live Events & Concerts: Promoters use TV ads to announce tours, festivals, and special events, often highlighting exclusive performances and limited-time engagements.
This level of investment ensures that entertainment brands maintain a strong presence in the minds of consumers, reinforcing their importance in everyday life.
Other Major TV Advertising Industries
While the entertainment sector holds the top position, several other industries also invest heavily in TV advertising:
1. Pharmaceutical & Medical Industry
The pharmaceutical and medical sector was among the top industries by percentage share of total linear and OTT TV ad impressions served during H2 2024..
These ads often include:
- Prescription medication promotions
- Over-the-counter drug commercials
- Sponsorships of health-related programming
Companies in this sector utilize TV advertising to educate consumers about medical conditions and promote prescription and over-the-counter medications
2. Health & Beauty Industry
The health and beauty industry also ranked highly in TV advertising during the same period.
Brands in this sector focus on products like skincare, cosmetics, and personal hygiene items, using TV ads to showcase product benefits and build brand recognition.
Many commercials emphasize scientific advancements, dermatologist recommendations, and real-world testimonials to gain consumer trust.
Key strategies used in health and beauty TV advertising include:
- Demonstrations & Before-and-After Comparisons: Skincare and haircare brands showcase product effectiveness through real-time results.
- Influencer & Celebrity Partnerships: Many brands collaborate with influencers and Hollywood celebrities to elevate brand prestige and reach younger audiences.
- Wellness & Self-Care Messaging: Companies increasingly focus on holistic beauty, promoting self-care and wellness alongside traditional beauty benefits.
- Limited-Time Offers & Subscription Models: Many brands advertise exclusive discounts and subscription services to encourage long-term customer loyalty.
Top advertisers in this industry include L’Oréal, Neutrogena, Dove, and Olay, all of which invest heavily in prime-time TV spots to reach a diverse audience.
3. Food & Beverage Industry
The food and beverage industry maintained a strong presence in TV advertising, targeting a broad audience with commercials for new products and brand campaigns.
Key strategies used in food and beverage TV advertising include:
- Seasonal Promotions: Limited-time menu items, holiday specials, and promotional discounts help brands maintain customer interest throughout the year.
- Sponsorships & Event Marketing: Many brands sponsor major sporting events like the Super Bowl, Olympics, and FIFA World Cup, leveraging massive audiences to increase brand exposure.
- Health & Wellness Messaging: With increasing consumer focus on health-conscious options, brands are adjusting their advertising to highlight organic ingredients, low-calorie alternatives, and functional benefits (e.g., probiotics and plant-based products).
- Celebrity Endorsements: Many beverage companies and fast-food chains collaborate with celebrities and influencers to make their products more appealing to younger demographics.
What Are the Most Advertised Products on TV?
Across all industries, certain products receive the most screen time. Some of the most advertised products on TV include:
Personal care products: Skincare, cosmetics, and hygiene items from brands like L’Oréal, Dove, and Neutrogena.
Automobiles: Car manufacturers frequently launch new models and financing offers through TV ads.
Pharmaceuticals: From allergy medications to cholesterol treatments, prescription drug ads dominate commercial breaks.
Streaming services: Netflix, HBO Max, and others aggressively market their latest shows and exclusive content.
Will TV Advertising Continue to Dominate?
While digital advertising is growing rapidly, TV advertising remains a cornerstone of major marketing campaigns.
Brands are finding innovative ways to blend traditional television ads with digital strategies, ensuring they remain relevant in a changing media landscape.
The industries that advertise the most on TV will continue to do so as long as television remains a trusted, influential medium.
At the End of the Day
TV advertising continues to be a dominant force across industries, with entertainment, tech, and pharmaceuticals leading the way.
These sectors showcase the power of television in shaping consumer behavior, building brand trust, and driving market trends.
From blockbuster movie trailers to breakthrough medical treatments, TV ads prove that despite the rise of digital media, television remains a high-impact platform for reaching and influencing audiences.
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