Even in our digital age, traditional advertising—known as Above The Line (ATL) marketing—remains a powerful force for building big brands. Think about TV commercials, radio spots, and billboards: these are the ads that reach millions at once. According to a 2024 Nielsen report, TV still reaches over 90% of Indian households every week, and radio connects with more than 65% of the population. Outdoor advertising, like billboards and transit ads, is seen by over 80% of urban commuters daily. These numbers show that ATL channels are unmatched when it comes to mass reach and brand recall.
Why do the biggest brands in the world—like Coca-Cola, Tata, and Amul—still invest heavily in TV and outdoor ads? It’s because traditional media builds trust. Studies show that 56% of consumers trust TV ads the most compared to other forms of advertising (Statista, 2023). When people see your brand on TV or a giant billboard, it feels established and credible. This trust is crucial for new product launches or when you want to make a big impact fast. In fact, a Kantar study found that campaigns using TV and outdoor together can boost brand awareness by up to 30% more than digital-only campaigns.
ATL advertising doesn’t just reach people—it sticks with them. The sights and sounds of a memorable TV jingle or a striking billboard can stay in a consumer’s mind long after the ad is over. Research from the Advertising Standards Council of India shows that people are more likely to remember and talk about brands they see on traditional media, making ATL a key driver for word-of-mouth and long-term brand loyalty. This lasting impression is what helps brands become household names and stay relevant for years.
It’s not about choosing between digital and traditional—it’s about using both. Brands that combine ATL with digital marketing see the best results. For example, a campaign that runs on TV and is supported by social media can create a “halo effect,” where people remember the brand from TV and then engage with it online. According to the Indian Brand Equity Foundation, integrated campaigns can increase purchase intent by up to 40%. This synergy helps brands stay top-of-mind and reach customers wherever they are—on the couch, in the car, or scrolling on their phones.
At BrandMagix, we know how to blend the power of ATL with smart digital strategies to help your brand grow. Want to see your business become the next giant? Try out our services and experience the BrandMagix difference!