In today’s performance-obsessed marketing world, it’s easy to get tunnel vision on bottom-of-funnel metrics—conversions, ROAS, CPA. But without top-of-funnel fuel, even the best-performing campaigns stall out or hit the ‘digital’ ceiling. That’s where television comes in.
TV doesn’t just build brand awareness—it kickstarts the entire customer journey. A well-timed, high-impact spot can drive immediate consumer action, whether it’s a spike in web sessions, a branded search, or a surge in product interest. When used strategically, television works double duty: building long-term brand equity and delivering short-term, trackable response.
There’s something subconscious that happens when a brand appears on TV. It’s not just an advertisement; it’s a milestone. For many consumers, TV represents the “big leagues,” a place reserved for established, trustworthy brands.
We’ve heard it directly from consumers: “Oh, I saw that on TV!” It’s as if the brand suddenly became real. This effect can’t be replicated by social ads or banner placements. TV creates a moment of arrival that sticks in the mind and elevates the brand in the eyes of the audience.

From Sight and Sound to Search and Click

Once that impression is made, the consumer journey doesn’t stop—it begins.
After seeing and hearing your message on TV, many viewers instinctively take the next step: they look you up. They type your brand into a search bar, click into your site, or explore your product out of curiosity. That moment of action—often just minutes after the spot airs—is where television’s top-of-funnel power begins to ripple across your entire marketing ecosystem.
What happens next is where the magic unfolds. That initial visit fuels your digital engine. The visitor enters your retargeting pool, your pixels light up, and your mid-funnel efforts are activated. Now, that same consumer is seeing your follow-up ads on social, in search, and across display networks—only now, it’s not a cold touchpoint. It’s a continuation of a story they already recognize.
TV creates that crucial first spark of interest, but it’s your digital strategy that fans the flame. Remarketing becomes more effective. Engagement rates rise. And the audience you’ve reached on television becomes the audience that’s primed to convert.

Measuring What Matters: Attribution from the Top Down

At our agency, we don’t believe in isolated metrics or disconnected channels. Instead, we take a full-funnel, multi-channel view of attribution that looks at the media mix holistically, not in silos.
Our approach starts at the macro level, analyzing how total media exposure across TV, digital, radio, and other channels drives top-line outcomes like overall sessions, leads, and revenue. We look at daily and weekly trends, monitor correlations to campaign flighting, and measure lift against various baseline metrics. This gives us a high-level understanding of how the media is moving the needle.
But we don’t stop there.
We also zoom in to the micro level, examining the performance of each individual media touchpoint. This might include a specific TV spot airing during a particular program, a branded paid search campaign running in parallel, or even a noticeable lift in traffic within minutes of a national broadcast. By linking together these micro-moments, we uncover how different media channels interact with one another to create momentum.
TV might spark the first visit or reinforce a previous digital prospecting effort. Paid search could capture the follow-up interest, and a remarketing ad may ultimately close the sale. We monitor each channel’s influence across the journey.
In a world where every dollar counts, this kind of connected intelligence and thought process is what turns impressions into impact. It’s not always easy. Every campaign, brand, and product behaves differently, and attribution is never a one-size-fits-all solution.
That’s why our team remains nimble in how we approach the analysis itself. We tailor our measurement frameworks to reflect the nuances of each campaign, continuously refining how we interpret the data to uncover what’s truly driving performance.