Exec Summary
Television remains one of the most powerful media for building top-of-mind awareness (TOMA) due to its unmatched ability to combine sight, sound, and storytelling. TV offers mass reach, emotional resonance, and visual branding that help embed a brand in the consumer’s memory. Advertisers should focus on one clear message, dominate one or two media channels (like TV), and advertise consistently 52 weeks a year to own mental real estate. With the rise of Connected TV (CTV), brands can now target audiences with precision while maintaining the impact of traditional broadcast. TOMA.Solutions helps advertisers measure and grow their brand recall, and TV is a proven tool to win the battle for the consumer’s mind.
Why Television Is a Top Performer for Top-of-Mind Awareness
(8 minute read)
In the ever-evolving world of media, where digital platforms rise and fall and consumer attention is increasingly fragmented, one medium continues to deliver consistent, high-impact results for advertisers seeking to build Top-of-Mind Awareness (TOMA): television.
TV remains one of the most powerful tools for planting a brand firmly in the consumer’s mind. Its combination of sight, sound, and storytelling creates emotional resonance and memorability that few other platforms can match. For advertisers working with TOMA.Solutions, television offers a strategic opportunity to dominate mental real estate and become the first brand consumers recall in their category.
As marketing legend David Ogilvy once said,
“If it doesn’t sell, it isn’t creative.”
TV, when used strategically, sells—and it sticks.
The Mental Real Estate Game
At TOMA.Solutions, we help brands measure and grow their top-of-mind awareness. TOMA is the percentage of consumers who name your brand first when asked about a category. It’s not just about being known—it’s about being remembered first.
And when it comes to building that kind of recall, television excels.
Why? Because TV advertising:
- Reaches large audiences with high frequency
- Combines visual and auditory storytelling
- Builds emotional connections
- Offers credibility and prestige
- Drives cross-platform engagement
You Can’t Control When Consumers Buy—But You Can Control Where Your Brand Lives
This is one of the most important principles in marketing. You don’t know when a consumer will need a new mattress, a financial advisor, or a plumber. But you can control whether your brand is already in their mind when that moment arrives.
TV helps you do that by:
- Repetition: Frequent exposure builds familiarity
- Emotion: Stories stick better than facts
- Trust: TV is still seen as a credible source
- Scale: You reach thousands—or millions—at once
TV’s Unique Strengths for TOMA
- Mass Reach with Targeting Power
TV reaches broad audiences, but modern tools allow for precise targeting. Whether you’re using local broadcast, cable zones, or connected TV (CTV), you can zero in on your ideal consumer group.
Example: A regional healthcare provider can run ads during local news or health segments, reaching older adults who are more likely to need services.
- Visual Branding
TV allows you to show your logo, your people, your product in action. This builds visual memory, which is critical for recall.
Quote:
“People remember 10% of what they hear, 20% of what they read, and
80% of what they see and do.”
— Edgar Dale, Cone of Experience
- Emotional Storytelling
TV lets you tell stories that connect emotionally. Emotion drives memory—and memory drives TOMA.
Example: A local insurance company runs a heartfelt ad about helping families
recover after a storm. That story sticks.
How to Use TV to Build TOMA
- Pick One Message and Own It
Don’t try to say everything. Pick one unique position—one word, one promise—and make it the centerpiece of your campaign.
Example:
- Mattress store = “Better sleep starts here.”
- HVAC company = “Comfort in every season.”
- Credit union = “Banking that knows your name.”
- Advertise Consistently—52 Weeks a Year
TOMA is built over time. Sporadic campaigns don’t stick. You need to be present every week, so your brand becomes part of the viewer’s mental landscape.
Quote:
“Repetition is the mother of learning, the father of action, and the architect of achievement.”
— Zig Ziglar
- Dominate Before You Diversify
Don’t spread your budget across too many platforms. Pick one or two media—like TV and radio—and own them before expanding. Select your media by using The Media Audit (www.TheMediaAudit.com) which will show you which media are a best fit for your medium.
Example: A local furniture store runs consistent TV ads during evening news and weekend sports. They become the default choice for home furnishings.
- Use Local Personalities and Context
Leverage local news anchors, weather segments, or community sponsorships to build trust and relevance.
Example: Sponsor the “Home Improvement Tip of the Week” on a local lifestyle show.
- Measure and Adjust
Use TOMA.Solutions surveys to track your brand’s recall. Are you being named first? Are you climbing the rankings? Use the data to refine your message and media strategy.
TV in the Age of Streaming and CTV
While traditional broadcast TV remains powerful, Connected TV (CTV) and streaming platforms offer new ways to reach audiences with precision.
Benefits of CTV for TOMA:
- Target by zip code, income, interests
- Serve ads during binge-worthy content
- Track impressions and engagement
- Combine with digital retargeting
Strategy Tip: Use CTV to reinforce your broadcast message. Same tagline, same visuals, different platform.
Example: Build TOMA with TV
A regional mattress retailer wants to become the first brand consumers think of when they need a new bed. Instead of running short bursts of ads across multiple platforms, they focus on local TV.
Run:
- 15-second and 30-second spots during morning and evening news
- Sponsorships of weather segments
- Seasonal promotions tied to holidays and sleep awareness campaigns
Use one message:
“Better sleep starts here.”
After 12 months:
- Check TOMA with TOMA.Solutions
- Check website traffic over the period of the campaign
- Monitor In-store visits during key months
Don’t fragment the message or the ad spend. Focus on the medium. Win.
TV + TOMA = Mental Dominance
When you use TV strategically, you don’t just advertise—you embed your brand in the consumer’s mind. You become the default. The first name. The trusted choice.
That’s what TOMA is all about.
And TV is uniquely suited to help you get there.
Final Thought: Be Seen, Be Heard, Be Remembered
In a world of fleeting impressions and endless distractions, TV offers something rare: attention. When your brand shows up consistently, with a clear message, in a trusted environment, you build something more than awareness—you build mental ownership.
So:
- Pick your message.
- Pick your media using The Media Audit
- Show up every week.
Dominate the mind. Win the market.
