Have you ever wondered why TV commercials just don’t seem to capture your attention much like they once did? If so, you're not alone. We are living at a time where media consumption has drastically changed, the once-revered power of linear TV is fading, making room for fresh, unexpected contenders in the advertising arena. One such surprising contender in 2025 is mail! Yes, the humble mail channel is staging a comeback as brands seek to build lasting connections in a fragmented media landscape.
The changing face of TV advertising
Remember the days when sitting down to watch your favourite TV show meant being treated to captivating commercials that not only entertained but also built trust? TV was synonymous with brand prestige. Seeing a commercial on the big screen lent a brand an air of credibility, and the shared family experience of watching TV together created a collective memory. However, over the past decade, everything has shifted.
Statistics reveal a dramatic change: in the last ten years, linear TV commercial impressions among 16- to 34-year-olds have plummeted by a staggering 73%. But it isn’t just the younger audience that’s tuning out. Older viewers, too, are increasingly migrating to digital platforms. With viewers now consuming content on demand rather than adhering to scheduled programming, the traditional TV ad is losing its once-enchanted grip on audiences. Meanwhile, the cost of securing a TV ad spot has skyrocketed, yet the return on investment (ROI) is dwindling compared to digital channels.
Why TV has lost its Lustre
The waning influence of TV is about more than just shifting demographics; it’s also a product of our evolving media habits. Today, our attention is scattered across a multitude of devices and platforms. We no longer have the luxury of sitting through a 30-second ad when we’re juggling multiple tasks or scrolling through endless social media feeds. Streaming services have taken over, providing on-demand content that fits our busy lifestyles, while traditional TV seems to be stuck in the past.
This evolution means that advertisers can no longer rely solely on TV to deliver their brand messages. The one-size-fits-all approach of long-form commercials is being replaced by a strategy that values multiple, short bursts of engagement - a strategy often called the “lots of littles” approach.
The “Lots of Littles” approach
Imagine a mosaic made up of countless small tiles. Individually, each tile might seem insignificant, but when combined, they form a stunning and coherent picture. This is the essence of the “lots of littles” approach in modern advertising. Instead of banking on a single, long-form TV ad to capture attention, brands are now deploying a series of brief, targeted exposures across various channels.
The beauty of this method lies in repetition and variety. Multiple, short exposures - each carefully tailored to its platform - can collectively create a memorable brand impression. It’s about ensuring that even if one touchpoint doesn’t fully capture your attention, the next one will reinforce the message. Over time, these cumulative interactions build brand awareness and emotional connection in ways that a solitary TV spot simply cannot.
Mail marketing: An unexpected contender
Now, you might be asking, “Mail? Isn’t that a thing of the past?” Surprisingly, mail including direct mail and leaflets has emerged as one of the most effective channels in 2025. In an age where digital noise is overwhelming, mail stands out by offering a more intentional and engaging experience.
Here’s why Mail works:
- Context and engagement: Unlike a fleeting digital ad, a well-crafted piece of mail arrives in a controlled environment where you’re more likely to give it your full attention. Studies show that when mail is delivered in a relevant context, it can command up to 55 seconds of focused engagement. That’s a significant improvement over the mere seconds you might spend scrolling past an online banner ad.
- Personalisation and relevance: One of the greatest strengths of mail marketing is its ability to be personalised. Brands can tailor messages to your specific interests and needs, making the communication feel like a genuine conversation rather than a generic broadcast.
- Cost-effective targeting: As TV ad spots become increasingly expensive, mail provides a cost-effective alternative. It enables brands to reach their target audiences with precision, delivering content that resonates without the hefty price tag associated with traditional TV advertising.
- Synergy with other channels: Mail doesn’t have to stand alone. When integrated with other channels - such as online video, social media, and even TV, it reinforces the overall brand message. This integrated approach ensures that each brief interaction contributes to a larger, cohesive narrative.
Embracing a multi-marketing strategy
The future of advertising isn’t about choosing one channel over another. Instead, it’s about crafting an omni-channel approach that leverages the unique strengths of each platform. While TV still has a role to play in establishing brand credibility and emotional storytelling, it is now one piece of a much larger puzzle.
Consider a campaign where a brand’s message is reinforced through multiple touchpoints: an emotionally charged TV ad sets the stage, a personalised mail follows up with detailed information, and engaging social media content keeps the conversation going. When these elements work in harmony, the result is a far more effective and memorable brand experience.
This is the concept behind “matching luggage,” where each creative execution is perfectly suited to its medium, yet all contribute to a unified narrative.
What does this mean for you?
For advertisers, this shift requires a rethink of traditional strategies and budgets. No longer can the majority of resources be funneled into one channel like TV. Instead, brands are now diversifying their spend across multiple media platforms to maximise reach and impact. This not only reduces risk but also takes full advantage of the strengths each channel offers.
For consumers, the change is a welcome one. Instead of being bombarded by long, repetitive TV ads, you’re now encountering a variety of brief, targeted messages that feel more relevant and less intrusive. Whether it’s an engaging email, a creative direct mail piece, or a short social media clip, these interactions are designed to capture your attention in a way that resonates with your personal interests and lifestyle.
Looking to the future
As we move further into 2025, the advertising landscape will continue to evolve. The decline of linear TV is just one sign of the broader transformation in media consumption. With digital platforms booming and channels like mail proving their worth, brands are poised to build stronger, more meaningful relationships with their audiences.
In a world where your attention is divided across multiple screens and platforms, every little interaction counts. The cumulative effect of multiple, well-coordinated touchpoints is set to become the cornerstone of successful brand building. While TV may never disappear entirely, its role is shifting, from being the sole powerhouse of advertising to becoming one integral part of a diverse and dynamic ecosystem.
Final thoughts
So next time you find yourself questioning why that TV ad isn’t as captivating as it used to be, remember that the media landscape is in flux. Advertisers are exploring every avenue, from the familiar allure of TV to the surprising resurgence of mail, to ensure their messages don’t just get seen, but truly resonate. In 2025, it’s not about one big splash; it’s about the series of thoughtful, integrated interactions that build a lasting impression.
The future of advertising is here, and it’s a blend of tradition and innovation. Whether you’re a marketer or a consumer, one thing is clear: every little exposure matters in crafting a memorable, engaging brand experience.
