Or Are We Just Funding Agencies’ Big Paycheques?
Let’s get straight to the point; TV commercials are expensive. Not just “a bit pricey” expensive. I’m talking hemorrhage-your-budget expensive. Between agency fees, sky-high production costs, overpriced “creative directors” (still convinced a jingle can save a bad script), and then the airtime itself, TV advertising often feels like paying in gold bars. But here’s the million-rupee question: Do TV commercials still work? Ask an agency, and the answer will always be a loud, confident “YES.” Why? Because for them, a TV ad is a dream project. It’s a fat pay-check. A glossy addition to their portfolio. Maybe even an award at an ad show no one outside the industry cares about. But if you ask me, a no-BS marketer, the answer’s a lot more complicated. And probably not what agencies want you to hear.
01.The Myth of “Our Audience
Still Watches TV”
This is the go-to excuse. “Well, your niche audience still watches television.” Really? Let’s break that down. Maybe your 70-year-old uncle in Kurunegala still tunes in to the 7 o’clock news. But is he buying your new skincare line, joining your gym, or ordering imported sneakers? Unlikely. Even older generations are shifting away from traditional TV. My parents are on YouTube. My aunt? Hooked on Facebook reels. My grandmother? Obsessed with cooking TikToks. Television is no longer the cultural centrepiece it once was. At best, it’s background noise. In a country where even rural communities have smartphones and 4G, the idea that TV remains the dominant medium is outdated at best, and delusional at worst.
02.The Brutal Economics
of TV Ads
Let’s talk numbers. A half-decent TV commercial costs millions. Then there’s prime-time placement, more millions. By the time your 30-second spot airs, you’ve spent a budget that could’ve powered a three-month digital blitz across Instagram, TikTok, YouTube, and influencer channels. And the ROI? Be honest, can you recall the last five TV ads you saw without Googling them? Exactly. Marketing is a numbers game. If your campaign doesn’t drive conversions, build awareness, and generate real sales, it’s not a strategy, it’s a vanity project.
03.“But We’ve Always Done
It This Way”
Ah yes, the corporate classic. TV ads are tradition. They’re what the last marketing manager did. And the one before that. It’s familiar. It’s safe. The board expects it. But here’s a thought: when has “we’ve always done it this way” ever led to innovation? If Apple stuck to tradition, we’d still be carrying Nokia bricks. If Netflix hadn’t evolved, they’d still be mailing DVDs. Tradition might feel comfortable, but comfort doesn’t sell in 2025.
04.The Agency Agenda
Let’s be real: agencies love TV commercials because they’re profitable for them—not necessarily effective for you. Big commercials mean big budgets. Big budgets mean big margins. Big margins mean agency heads off to Bali for “strategy retreats.” That’s not to say TV ads never make sense. If you’re a telecom trying to reach 20 million people in one go, or sponsoring a national cricket match, go for it. That kind of reach is hard to replicate. But for 90% of brands in Sri Lanka? Spending millions on a TV ad is like using a bulldozer to plant a flower. Total overkill.
05.From TV to TikTok: Where the Audience Really Is
Here’s the reality: your audience lives on their phone, not in front of a TV screen. They scroll Instagram first thing in the morning. Binge TikToks on the bus. Watch YouTube more than Rupavahini. Digital is targeted. It’s measurable. It’s interactive. You can track impressions, clicks, and conversions. A/B test in real time. Pivot your strategy mid-flight. You can’t do any of that with a TV ad. Once it’s out there, you’re stuck, with the bad script, cheesy acting, and all. And don’t even start on engagement. You can’t like, share, or comment on a TV ad. Best case, someone mutes it while making tea.
06.When TV Still Makes Sense
To be clear, TV isn’t dead. It still holds value in a few, very specific situations:
Mass Awareness Campaigns: Banks, telcos, insurance giants targeting the entire nation.
National Events: Elections, New Year, cricket. That kind of captive audience still matters.
Prestige Factor: Some brands want the “we’re big enough for TV” image boost.
Outside of those? Your money is better spent elsewhere.
07.The No-BS Truth
Here’s what no one wants to say out loud: most TV commercials are made to stroke egos in boardrooms; not serve the consumer. They look impressive. They feel “big.” But marketing isn’t about impressing your CEO, it’s about reaching your audience where they actually are. And spoiler alert: they’re not glued to TV. They’re glued to their phones. They’re engaging with short, authentic, real content. Not overproduced ads with fake smiles and canned jingles.
So, should you do a TV commercial? Think before you sink. If your audience really is glued to Rupavahini every night, fine, go for it. But if they’re 18–35 and scrolling TikTok till 2 AM, what exactly are you paying millions for? Don’t get swayed by agencies chasing their next big payday. Don’t cling to outdated practices because “that’s how we’ve always done it.” And definitely don’t confuse expensive with effective.
Because at the end of the day, marketing isn’t about where you spend the most, it’s about where you get the most impact. In 2025, that’s almost never on TV. So, save your millions. Rethink your strategy. And meet your audience where they actually are, on their phones, in their feeds, and in their world.
