Advertising on TV: Flagging or Flourishing?

The past two decades have seen rapid transformations in the media landscape with the number of options available to advertisers increasing significantly. Many of these options offer excellent opportunities for brands to reach audiences with high levels of precision, customisation, and measurability.

While this transformation is beneficial for many advertisers, TV can sometimes be perceived as yesterday’s advertising medium or one that’s waning in effectiveness. However, in GroupM’s Consumer Eye research, we see that this is not the case. TV continues to retain a power that can be leveraged by advertisers.

Additionally, the digital extensions of TV have not only given rise to new ways for people to consume content but also created a myriad of opportunities for brands to engage with audiences through TV.

The charts below show data from the 14 APAC markets included in the research.

More than half of surveyed respondents (60%) agreed that free TV channels make the world a better place. TV remains a very important medium in influencing mindsets and shaping cultural behaviour.

In APAC, ads played on TV is ranked #1 for conveying a positive impression of brands. In fact, TV ads (39%) received equal weightage alongside the recommendations of friends (39%). TV retains a unique strength in building brand equity.

73% of audiences believe it is a brand’s responsibility to control where their advertising appears.
45% will have a negative opinion of the brand if it appears next to inappropriate or offensive content. TV is still one of the safest environments that allow for brands to be seen next to premium, high quality content.

Find out how to make the right impression in MediaCom’s white paper Building Safe Brands.

As TV continues to undergo an addressable transformation, more opportunities will be available for advertisers to leverage data to reach specific audiences with messages that are highly relevant and bespoke for each consumer.

More than half (60%) of surveyed respondents view personalised advertising as helpful.  In order to bring bespoke experiences to television, advertisers and publishers are working with addressable technology, such as GroupM’s Finecast, to bring even greater precision and effectiveness to TV campaigns.


 TV is still a tremendous entertainment platform for consumers worldwide. The verdant environment also offers many opportunities for creative innovation and impactful campaigns. More than ever before, brands can take advantage of TV’s addressable transformation by considering new formats like shoppable ads and dynamic creative ads that dangle bespoke offers in front of the target audience.

Data Source: GroupM Consumer Eye

The Young Spikes Malaysia awards are for professionals under the age of 30. There are five categories: Digital, Media, PR, Integrated, Young Marketers. Participants race against the clock to generate ideas before presenting them to an accomplished industry panel.

Real work briefs are provided by sponsors Etika, KFC, Telekom Malaysia, Sime Darby Property and GO Communications, and teams of two are then given 24 hours, 48 hours for Integrated, to generate and present their solutions.

The Digital Gold winners at Spikes Malaysia 2019 went on to win Gold, Best in Asia-Pacific, bringing glory to Malaysia’s young talent.

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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