In an era defined by digital acceleration and the rapid growth of social media, television continues to hold its position as the anchor of high-impact media. While the media landscape has become increasingly fragmented, television (TV) remains unmatched in its ability to deliver scale, credibility and emotional connection. It provides a level of reach and brand-building power that is difficult to replicate through other channels alone, making it a critical component of any diversified communication strategy.
TV’s strength begins with its ability to deliver mass reach quickly and consistently. Across Saudi Arabia, MBC Group achieves up to 67 per cent monthly reach, while also extending its footprint across the GCC. This reach is not only broad but immediate. A single episode of a major program can connect with more than 1.8 million viewers, demonstrating the speed at which TV can scale campaigns and deliver impact at the top of the funnel.
Beyond scale, television offers something increasingly rare in today’s media environment: sustained attention. Viewers in Saudi Arabia dedicate around 20 per cent of their daily waking time to watching TV, highlighting the medium’s deep integration into everyday life. More importantly, engagement is continuous and uninterrupted. Millions of viewers remain tuned in for up to three consecutive hours during prime time, reflecting a level of immersion that few other platforms can achieve. This immersive environment translates directly into advertising effectiveness, with TV delivering 65 per cent active ad attention across the MBC network.
When compared to other media channels, the difference becomes even more pronounced. Television generates significantly higher attention levels than both global TV benchmarks and digital platforms. It delivers 1.8 times higher attention than global TV averages, four times more than scrollable social in the MENA region and five times more than global social benchmarks. In a world dominated by skipping and scrolling, television provides a focused and uncluttered environment where advertising can truly resonate.
Importantly, TV’s relevance extends across generations. Younger audiences, often assumed to be exclusively digital, are highly engaged with television content. Among the 18 to 34 age group, ad attention reaches 70 per cent, making it the highest among all segments.
At the same time, this audience pays significantly less attention to advertising on social platforms, reinforcing TV’s role as a more effective medium for capturing meaningful engagement even among digital natives.
The impact of television is not limited to awareness. It plays a measurable role in driving business outcomes across the entire funnel. Data from more than 30 brand lift studies across MBC channels shows that TV consistently outperforms global benchmarks. Ad recall reaches 43 per cent compared to 33 per cent globally, while attribution and interest rates show significant uplifts, alongside strong improvements in brand imagery and consideration. These results demonstrate that television is not only building brands but also driving tangible consumer action.
Efficiency is another key advantage that is often overlooked. Despite perceptions of high cost, TV delivers highly competitive pricing at scale. When combined with its superior attention and proven brand outcomes, television offers one of the strongest cost-to-impact ratios in the media mix.
At the same time, TV no longer operates in isolation. In today’s converged media ecosystem, it acts as a powerful catalyst for other channels. Television drives search behaviour, amplifies social conversations, and extends the life of campaigns far beyond their initial broadcast. High-impact TV moments often evolve into viral content, sparking engagement across platforms and reinforcing brand presence throughout the consumer journey.
Perhaps most uniquely, television creates shared cultural experiences. It brings audiences together around major events, shows, and moments that become part of public conversation.
For brands, participating in these moments builds a form of social proof that goes beyond personalised digital advertising. It creates relevance at a collective level, embedding brands within culture rather than simply placing them within feeds.
The findings from our extensive measurement framework, developed by the MMS Data Team, reinforce a clear conclusion. Through a combination of attention studies, brand lift analyses, and cross-market benchmarks, the team has demonstrated the true value of television.
TV has evolved from being a standalone reach channel into a central force within a connected media strategy. It is a driver of attention in an increasingly distracted world, a multiplier of cross-channel performance, and a proven engine for both brand equity and conversion.
As the media landscape continues to evolve, the role of TV is transforming. For brands seeking to build trust, achieve scale, and drive measurable results, television remains not only relevant but essential.
By Ronald Sawaya, Client Growth Director, MBC Media Solutions (MMS)
