Social Video vs. Traditional TV: What Works for Local Ads Now

Traditional television isn't dead. Your customers haven't stopped watching TV. They've stopped watching cable.

Ninety percent of U.S. households now use a connected TV device every month, a smart TV, Roku, Fire Stick, or Apple TV. They're watching the same shows, the same sports, the same news. They just don't need a cable subscription to do it anymore.

This is an important distinction. It means the channel you built your advertising around (television) still works. The pipe you used to access it (cable and broadcast) is the thing that's broken.

What's actually changed for Atlanta local businesses

Three things changed at the same time:

1. Where viewers went. Social media and streaming now account for the majority of screen time for most demographics.
2. What content looks like. Short-form, authentic, person-to-camera video has become the dominant creative format, not polished thirty-second spots.
3. What targeting is possible. You can now show a TV-style ad only to the specific households in your ZIP codes, something broadcast TV could never do.

The craft of advertising hasn't changed. The channels and formats have.

Where are ad-supported TV viewers actually watching?

Nielsen's Q1 2026 Ad Supported Gauge shows how the viewing time that can carry ads is split:

Platform	Share of ad-supported TV viewing, Q1 2026
Streaming	46.6%
Broadcast	28.2%
Cable	25.2%

Broadcast and cable still hold real audiences, so they aren't worthless. But streaming now holds the largest single slice of ad-supported viewing, and it's the slice you can target by ZIP code.

Which channel fits which goal?

Rather than picking a winner, match the channel to the job you need done:

- Test messages cheaply: short-form social video on TikTok, Instagram, and Facebook through Meta and social ads. - Build trust with real faces: creator-led video filmed at your location. - Scale a proven message to the big screen: Connected TV aimed at your ZIP codes. - Catch people ready to buy: search ads and local SEO that capture the demand the video creates.

The step-by-step version is in our Street-to-Screen method.

Where does every channel send people?

Social, CTV, and even old-school broadcast all end in the same place: someone looking up your business. If your website is slow or unclear, the best ad in the world leaks leads at the last step. That's why website recreation comes first in our work, and the ad channels come second.

An honest comparison: broadcast TV vs. social + CTV

Factor	Broadcast TV	Social + CTV
Geographic targeting	Metro-wide (you pay for everyone)	ZIP code / household level
CPM	$20–$50+	Social: $4–$25 | CTV: $15–$30
Measurement	Estimated reach, no conversion data	Impressions, completion, calls, clicks
Creative format	30-sec polished spot	Short-form, authentic creator video
Production cost	High	Low (smartphone, local creator)
Time to launch	Weeks	Days
Testing ability	None (big bet)	Test multiple versions cheaply

The Street-to-Screen approach

We don't tell clients to abandon TV. We tell them to use social video to prove what works first, then scale the proven winners to Connected TV on Hulu, Roku, and YouTube TV. This gives you the credibility of a TV commercial backed by evidence instead of guesswork.

It's the same principle that made direct mail work for the best direct marketers, test small, roll out big, applied to modern media.

FAQ

Common Questions

If streaming is growing, should I cancel my broadcast or cable buy right away?

Not necessarily overnight. Compare what each buy costs to reach the households in your actual service area and what you can measure from each. Many businesses shift budget gradually as streaming proves itself.

What should I fix before running any video ads?

The destination. Make sure your website loads fast, states what you do and where, and gives one clear way to call or book. Talk to us for a free review of your current setup.