Television: a large-scale channel with available inventory.

Ratings of the leading channels confirm the stability of television consumption. Top broadcasters demonstrate results around 1.1 and close to 0.7, shaping a substantial share of total reach and enabling brands to scale communication quickly. Television remains an environment where large campaigns deliver predictable outcomes and planning relies on proven models.

At the same time, inventory availability is becoming a key factor. In 2025, the sold-out level approaches 69%, increasing competition for airtime and reinforcing the need for earlier planning. In practice, the effectiveness of TV presence increasingly depends not only on budget but on decision speed and the quality of media strategy.

For brands, this creates a new balance between television scale and digital flexibility. Those able to combine these approaches gain advantages in frequency, coverage, and cost per contact.

Does the high sold-out level mean television is returning to the role of a scarce resource — and who stands to benefit the most?

Data processed by Media Systems