Benefits of TV Advertising: Key Insights for Marketers

Whether you’re part of a scrappy admissions team or steering a large university’s marketing strategy, one thing’s clear: video content still captures attention more than any other medium. But let’s be real—today’s “TV” isn’t just network primetime and flashy Super Bowl spots. It’s connected, it’s on-demand, and it’s algorithmically aligned with your prospective students’ interests and habits.

Modern TV advertising—especially through CTV (Connected TV) and Performance TV—gives higher ed institutions the reach of traditional broadcast with the precision of digital. And when done right? It works. Let’s dive into why.

Why TV Advertising Is a Powerful Tool for Marketers

TV has been a trusted channel for decades for one big reason: people watch it. Whether it’s streaming a favorite series or catching up on live sports, the medium commands attention and evokes emotion—two ingredients essential for effective storytelling.

Why it matters for higher ed:

• You’re not just promoting a degree—you’re selling transformation, community, and opportunity. Students aren’t just choosing a school—they’re choosing a version of themselves they want to become. With TV advertising, you can show how your institution fits into that personal journey—not as the center of the story, but as the setting where their ambitions take shape. It’s a chance to highlight real experiences: the moment they step onto campus, the confidence they gain in the classroom, the support they feel from faculty and peers. When students can see themselves in your story, it becomes theirs too—and that emotional connection is what drives decisions.
• TV lets you show that journey, not just tell it. From campus tours to student success stories, TV captures moments that resonate emotionally. It’s not just about showcasing your programs—it’s about showing potential students what life could look like if they join your community. Whether it’s a first-generation student sharing how they found belonging, or a recent grad landing their dream job, these stories humanize your institution. TV’s immersive format allows you to connect emotionally in seconds—helping students picture themselves thriving at your school, which ultimately drives inquiry and enrollment.
• Visual storytelling builds trust faster than static ads or social posts. TV ads feel credible—especially when paired with premium content and delivered in a full-screen, distraction-free environment. According to a 2023 study by Comcast Advertising and MediaScience, viewers watched 71% of a TV ad, compared to just 30% on mobile, and recall was 3.4× higher in the TV environment. That kind of attention and memory retention gives your message staying power. In higher education—where trust, reputation, and emotional connection matter—those added seconds of attention can mean the difference between a passing glance and a future applicant.

And while big-budget Super Bowl commercials still steal the spotlight (and yes, we do think higher ed should take inspiration from them—just not copy them), most successful TV ads today are dynamic, measurable, and accessible.

Exploring the Extended Reach of TV Advertising

Gone are the days when TV meant one screen in one living room. Now it’s in every room, on every device. From a high school student streaming Hulu on their phone after class to a parent catching the evening news on Roku, today’s viewers are everywhere—and so are your opportunities. With CTV, you’re not choosing between reaching the student or the parent—you’re reaching both, in different ways, with messages that meet them where they are.

This fragmentation might sound like a challenge—but it’s actually a gift. Beyond reach alone, CTV also increases ad frequency across multiple devices. A prospective student might see your ad on their Roku at home, then again on their phone while commuting, and later on their laptop during a study break.

These repeated impressions across different screens help reinforce brand recall—crucial in a decision-making process that can take weeks or months. It’s not just about being seen once—it’s about being remembered when it matters most.

CTV gives you:

• Audience targeting: Serve ads based on behavior, interests, geography, and household makeup.
• Cross-device reach: Deliver unified messaging across smart TVs, phones, laptops, and tablets.
• Prime placement: Your ad shows up during premium content—not buried between social scrolls.

And the numbers speak volumes: US CTV ad spend is expected to hit $33.5 billion in 2025, showing a 16.8% year-over‑year increase. Plus, forecasts show CTV ad budgets climbing from about $25 billion in 2023 to nearly $41 billion by 2027. That’s clear proof of one thing—it works.

How TV Ads Enhance Brand Trust and Loyalty

TV commercials feel credible. The production value, the association with quality content, the immersive format—all of it builds legitimacy. That’s especially powerful in higher ed, where prospective students and parents are evaluating not just programs, but institutions.

When a prospective student sees your commercial between episodes of their favorite series, it doesn’t just advertise—it legitimizes. It says, This school gets it. It belongs here. And when a message comes through the screen with high production value, in a setting the viewer trusts, it carries more weight. It feels real.

In an age of clickbait and banner blindness, an authentic, emotionally resonant 30-second ad can do more for your brand than a dozen static ads ever could.

Comparing Cost-Effectiveness: TV vs. Digital Advertising

Let’s talk budget. One of the most common myths we hear is, “TV is expensive.” But with Performance TV and platforms like AmbioEdu’s CTV and OTT solutions, you get the best of both worlds: TV’s prestige and digital’s performance tracking.

Reach real audiences without wasting your ad budget

One of the biggest misconceptions about TV advertising is that it’s expensive and inefficient. But with CTV, you’re not casting a wide (and costly) net—you’re zeroing in. You can target by geography, device type, household behavior, even student intent. Every impression is intentional, so your budget works harder and smarter.

Access performance data that actually tells a story

With traditional TV, performance has always been more art than science. Not anymore. CTV and Performance TV allow you to track metrics like impressions, video completions, and post-view conversions. You can see what’s resonating and adjust mid-campaign—giving you the kind of agility digital marketers dream of.

Understand true costs with transparent, trackable metrics

There are no black boxes here. With CTV, you know your CPMs (cost per thousand impressions), how long viewers are watching, and what actions they take after viewing. This kind of transparency makes it easier to compare performance across channels and justify spend to stakeholders.

If you’ve wondered how much TV advertising actually costs, the answer is—it depends, but it’s far more accessible than you might think, especially for enrollment campaigns with specific geographic or demographic targets.

Reaching Multiple Audiences Through TV Advertising

Colleges and universities serve a broad range of stakeholders—high school seniors, adult learners, parents, alumni, even corporate partners. TV advertising, especially when paired with smart CTV targeting, allows you to craft different messages for each group and deliver them on the right platform at the right time.

An adult learner sees a certificate program promoted during a YouTube TV documentary. A parent spots your “Why Choose Us” message on their Fire Stick while watching the evening news. A high school senior sees your ad on their smart phone while watching Outer Banks. Each moment is personalized—and powerful.

The transformation of TV advertising into an omnichannel, audience-first tool is exactly why higher ed marketers are leaning in—and seeing results.

How TV Ads Influence Prospective Student Decisions

Video content sticks. It’s why people still reference ads they saw years ago. The visual and emotional imprint of TV makes it a powerful nudge in the decision-making process—especially for long-consideration decisions like college enrollment.

TV advertising influences behavior by:

• Creating top-of-mind awareness
• Building a real emotional connection
• Driving action through visual storytelling

In fact, TV—especially CTV—continues to deliver outstanding returns when included in an integrated media strategy. Nielsen reports that as of March 2025, streaming accounts for nearly 44% of all U.S. TV viewing time, and large-scale marketers are increasing OTT/CTV spend globally, with 56% planning to boost their budgets in 2025 compared to 53% in 2024. By combining CTV with broader advertising channels, higher education brands gain better audience understanding, higher engagement, improved inquiry volumes, and stronger brand recall.

Future Trends: The Evolving Landscape of TV Advertising

TV isn’t dying—it’s evolving. And higher ed has a seat at the table. No longer limited to primetime slots or rigid broadcast schedules, today’s TV is intelligent, on-demand, budget friendly, and deeply personalized. With the rise of connected devices, streaming platforms, and AI-driven targeting, CTV has shifted from a “nice to have” to a core part of strategic media planning. It offers the emotional resonance of TV combined with the precision targeting of digital—two qualities higher ed institutions can’t afford to ignore as they compete for attention in an increasingly crowded market.

AI-powered targeting is already reshaping how higher ed institutions connect with prospective students. A grad school prospect watching a career-focused documentary might see an ad for your online MBA—tailored to their industry and location. And thanks to shoppable TV formats, a parent watching the evening news on their smart TV might see an ad that lets them register for a virtual info session—right from their remote. These capabilities are already in play and giving enrollment marketers new ways to move prospects from awareness to action.

Trends shaping the future of CTV:

• Predictive audience analytics that drive smarter targeting
• Shoppable ad formats that create seamless viewer engagement
• Dynamic creative optimization that adapts and personalizes the messaging in real time
• Cross-platform retargeting that connects campaigns across channels

Plus, the rise in streaming viewership means more eyeballs on your ads—especially among digital-native prospects who prefer content on-demand.

Getting Started with Your TV Advertising Campaign

Ready to bring your message to screens everywhere? Launching a CTV campaign is simpler than you think, especially with a partner who understands the higher ed space.

Define exactly who you’re trying to reach—and why

Start with your audience. Are you looking to increase first-year enrollment from local high school students? Attract working professionals for your online MBA? Encourage parents to attend virtual info sessions? Defining your audience by intent—not just age or ZIP code—makes your campaign more focused and far more effective.

Craft a message that speaks to what your audience values

Forget the generic program bullet points. Speak to the transformation your audience is after—career growth, community, purpose, or flexibility. And when shaping your creative, shift the spotlight to the student. Show how your institution fits into their journey, not the other way around. Real students, real goals, and real outcomes—that’s what connects and converts.

Choose platforms your audience already uses

CTV isn’t one-size-fits-all. Some students stream Disney+ on a tablet. Others share a smart TV with their family. Choose media placements based on where and how your audience consumes content. This ensures your ads show up in the right context, with the right tone.

Make sure you’re set up to track and optimize performance

You shouldn’t have to guess whether your ad is working. With Performance TV, you can track impressions, completions, and even post-view conversions. Partner with a platform (like AmbioEdu) that provides real-time reporting and helps optimize mid-campaign for better results.

Final Thoughts

The benefits of using streaming television for advertising in higher ed are clear: unmatched storytelling, deep audience engagement, and measurable ROI. In a world of fleeting attention spans and scattered digital noise, TV—specifically connected and performance-driven TV—is your secret weapon.

Not because it’s flashy. But because it works.

As you look ahead, remember that TV ads aren’t just about impressions—they are about impact. From increasing brand trust to driving real inquiries, the blend of immersive storytelling and precise targeting is what sets modern TV advertising apart. The institutions that lean into this shift now won’t just capture more attention—they’ll convert it into real enrollment momentum.

AmbioEdu helps higher education institutions connect with future students using Performance TV that converts. We speak the language of enrollment—and we know how to turn impressions into applications.

Let’s make TV work for you. Chat with our team and see what’s possible.