TV Is No Longer Just for Big Brands: Why More SMEs Are Turning to TV

For many SMEs, TV advertising still feels out of reach. But the data tells a different story. Advances in addressable TV and broadcaster streaming have made television more accessible, measurable and effective than ever before.

SMEs Are Driving the UK Economy

SMEs account for 99% of UK businesses, employing 60% of the workforce and generating over half of business turnover. Yet many still overlook TV as a viable marketing channel.

More Small Advertisers Are Choosing TV

TV is no longer the preserve of household names.

• 598 advertisers spent under £50,000 on TV in 2025, this represents 27%.

• Half of all TV advertisers invested under £250,000.

• 984 brands advertised on TV for the first time in 2025, many of them ecommerce and SME businesses using television to accelerate growth.

TV Delivers Sales—and Boosts Digital

TV works quickly. A typical four-week campaign can build towards a 25% weekly sales uplift, with returns continuing long after the campaign ends.

It also strengthens the rest of the media mix. When TV is on air, digital channels perform 13.7% better, increasing the effectiveness of search and social campaigns.

Smaller Brands Stand to Gain the Most

Research shows that smaller brands experience proportionally larger sales uplifts from TV than established competitors. Beyond sales, TV also builds trust, quality and credibility, attributes that are difficult to achieve through digital channels alone.

The Takeaway

TV has become a realistic option for ambitious SMEs. With hundreds of smaller advertisers investing modest budgets and nearly 1,000 brands trying TV for the first time in 2025, the evidence suggests television is no longer just for big brands—it's an increasingly effective growth channel for businesses of every size.

If you'd like to explore TV advertising further or any other element of your marketing campaign contact hello@tvadswork.com