The TV Halo Effect: How Awareness Media Can Make Your Performance Channels Work Harder

Television remains one of the most effective ways to do that at scale, and CTV is expanding what television can do within the broader media mix. Linear TV can create broad awareness and cultural reach, while streaming environments allow marketers to bring more precise audience strategies into the same high-impact format. Together, they can introduce a brand before a consumer is actively shopping and influence how that consumer responds when they later encounter the brand in search, social or other digital channels. That broader influence is the TV halo effect.