As digital advertising continues to surge, brands are increasingly weighing the relevance of traditional TV commercials against the precision and immediacy of digital campaigns. Seasonal events like Ramadan and the Back-to-School period are peak times for consumer engagement, making them critical for brand visibility. In 2025, with digital advertising gaining dominance, the question remains: Are TV commercials still relevant during these key seasonal periods, or should brands focus solely on digital?
TV Commercials: Retaining Value in High-Impact Moments
TV commercials have long been a staple for seasonal campaigns, offering high reach, emotive storytelling, and a shared viewing experience. During Ramadan, TV viewership in regions like the UAE and Saudi Arabia traditionally spikes, as families gather to watch special programming and spend more time together. Brands leveraging TV ads during this period can harness a captive audience, using emotional narratives that resonate deeply with viewers.
Similarly, the Back-to-School season, while less culturally significant, is a time of increased family-focused advertising. TV ads during this period capture parents’ attention and influence children through product placement and relatable storytelling. TV’s ability to create memorable moments and broad brand awareness makes it particularly relevant during such family-centered times, appealing to multiple demographics at once.
The Shift to Digital Campaigns: Precision and Flexibility
With digital media consumption rising, especially on platforms like YouTube, TikTok, and Instagram, brands now have an unprecedented ability to engage with specific consumer segments directly. Digital campaigns offer unique advantages over TV, particularly for Ramadan and Back-to-School periods:
Targeted Reach and Personalization: Digital platforms allow brands to tailor messages to precise audiences based on demographics, interests, and behaviors, ensuring that Ramadan promotions or school-time product ads reach the right consumers.
Real-Time Engagement and Feedback: Digital channels encourage interactivity—through comments, shares, and likes—that TV cannot offer. This two-way communication is particularly beneficial for campaigns during Ramadan, where community engagement and shared experiences are valued.
Measurable ROI and Flexibility: With detailed metrics, brands can quickly assess a campaign’s performance and make adjustments on-the-fly, something TV lacks. This flexibility allows for a more dynamic approach, especially during high-stakes periods when competition for consumer attention is high.
Finding the Balance: Integrating TV and Digital for Maximum Impact
While digital campaigns offer advantages in targeting and flexibility, TV commercials still play a vital role in establishing brand presence and creating a memorable impact. For maximum effectiveness in 2025, brands should consider an integrated strategy that combines TV’s broad reach with digital’s precision.
For instance, a brand can launch a TV commercial during Ramadan to establish a deep emotional connection with a broad audience, then amplify this message through digital channels with targeted content and interactive experiences. Similarly, for Back-to-School, brands can use TV to capture parental attention and reinforce their message on digital platforms where students spend time.