Why Advertising in Viral Videos Is Cheaper Than TV: A Breakdown for Marketers
A breakdown for marketing teams: why overlays on short videos can be cheaper than television, how much a million impressions cost in the CIS and the US, and when TV is still necessary. Advertising in viral short videos can deliver reach noticeably cheaper than television, because placements are distributed across many videos, the banner is reused, and impressions can be quickly reallocated between topics, countries, and languages.
Television sells airtime slots and requires expensive production. Overlays on short videos allow you to buy millions of impressions without shooting a separate TV commercial.
This does not mean television is no longer needed. TV remains a strong channel for sports, major launches, older audiences, and national reach. But if the goal is to buy a very large number of impressions for minimal money, overlays on short videos are often cheaper.
MAGNA, in its summer 2025 forecast, estimated global advertising revenue at $979 billion, while expecting a 3% decline in traditional channel revenues—including television, radio, print, and outdoor advertising—and an 8% growth for digital players. It also noted growth in advertising sales on social networks and short video platforms.
What Makes Up the Price of Television
Television advertising seems simple only from the outside: shoot a commercial, buy airtime, get reach. In practice, the price consists of several layers.
| Expense | What It Includes | How It Affects the Final Price |
|---|---|---|
| Production | Shooting, crew, actors, editing, sound, rights | Increases the price even before airing |
| Airtime | Channel, time, program, season | The more prestigious the slot, the more expensive |
| Planning | Selecting channels and schedules | Adds separate costs |
| Approvals | Revisions, legal review, adaptations | Increases timelines and costs |
| Non-target audience | People who don’t need the ad | Makes the desired contact more expensive |
Television has a strong side: it creates a sense of scale. If a company goes on a major broadcast, it can be perceived as a sign of reliability. But in terms of cost per desired contact, TV often loses to short videos, especially when the audience is younger, more mobile, and more often watches content on their phone.
What Makes Up the Price of Overlays on Short Videos
Overlays on short videos have a different economy.
| Expense | What It Includes | Why It’s Cheaper |
|---|---|---|
| Banner | Simple overlay with logo and message | No need to shoot a video |
| Placement | Many short videos | One banner works on thousands of videos |
| Verification | Filtering out duplicates and suspicious publications | Helps avoid paying for junk impressions |
| Reporting | Impressions, reach, engagement, trends | Results can be quickly understood |
| Adjustment | Replacing the banner or topics | Faster than changing a TV commercial |
For the CIS, the price can start from about $35 per million impressions and go up to $60–70 per million impressions and higher. For the US, banner advertising on short videos is usually more expensive: roughly $200–500 per million impressions. Even the US range can be lower than television reach, when considering production, agency fees, and non-targeted impressions.
For gaming companies, the price is often about 30% higher because additional restrictions are needed: age limits, environment checks, exclusion of controversial topics, and more careful advertiser protection.
Why Plaques Are Cheaper Than Television
There are four reasons.
1. No need to shoot a video
A television commercial requires production. A plaque requires a banner. The difference in costs is enormous.
2. One banner works on many videos
A plaque can be used on movie and TV clips, educational facts, memes, educational videos, and other short videos for easy consumption.
3. Placement can be quickly changed
If one topic yields weak results, it can be excluded. If another type of video provides good reach, the budget can be shifted there.
4. The price is based on actual impressions
In TV, a company often buys a slot and a projected audience. In short videos, it’s easier to track actual impressions, dynamics, and engagement.
Do Short Videos Reach the Same Audience as TV?
Partially — yes. Completely — no. And that’s normal.
Television is stronger where the following are important:
- older audience;
- major sports events;
- federal scale;
- habit of watching live broadcasts;
- trust in major channels.
Short videos are stronger where the following are important:
- young and middle-aged audience;
- fast reach on mobile;
- cheap millions of impressions;
- frequent reminders about the company;
- different languages and countries;
- quick banner changes.
WARC, in its Future of Media 2025 review, writes that channel diversity offers companies new growth opportunities, and investments are shifting toward creators, social networks, podcasts, and games. This confirms a general shift: companies are increasingly building a mixed plan where television does not necessarily disappear, but part of the budget goes to more flexible and cheaper channels.
How to Compare TV and Short Video Reporting
Television and short videos have different evaluation methods.
| Television | Plaques on Short Videos |
|---|---|
| Audience estimation via panels | Actual impressions in the report |
| Broadcast schedule | List of topics and publications |
| High production cost | Low banner cost |
| Harder to change campaign after launch | Can replace banner faster |
| Strong scale effect | Cheap repeat contact |
For management, it’s better to compare not clicks but more understandable metrics:
- how much a million impressions cost;
The IAB notes that video ad buyers are increasingly focusing on business outcomes, not just the placement itself. The 2025 report also indicates that buyers expect more management and reporting capabilities from video platforms.
Placement Safety: Where Risks Are Higher
For television, safety is simpler. There are fewer channels, the environment is clearer, and editorial control is stronger. Therefore, for some companies, TV remains a safe option.
Short videos carry more risks: many creators, rapidly changing content, repeated clips, inflated metrics, and controversial topics. But these risks can be managed.
In iBV, the system automatically scans publications and blocks those showing suspicious behavioral signs: unnatural view growth, duplicates, strange ratios of impressions to engagement, and recurring patterns. This is especially important for cheap reach: if junk publications are not filtered out, a low cost per million impressions becomes meaningless.
A worrying sign is the absence of a clear system for tracking video duplicates and combating inflated metrics based on automated algorithms. If a provider cannot explain how it blocks suspicious publications, comparing its price to television is incorrect.
When Television Still Wins
Television is worth buying when the goal is not just cheap reach.
Sports and Live Broadcasts
Major sports events create a shared moment effect. Short videos can enhance a campaign but do not always replace the live broadcast itself.
Older Audiences
If a company’s core audience is older and watches a lot of TV, television advertising may be justified.
Large National Launches
When it is important to show scale, TV can serve as a signal of seriousness.
Categories with Strict Approvals
Sometimes companies find it easier to control one TV spot than multiple online placements.
Premium Perception
For some products, a large screen and familiar broadcast create the desired status.
The correct conclusion is not that television is «worse.» It is simply more expensive and less flexible. Short video banners are better suited for cheap mass reach, especially when you need to quickly buy millions of impressions and see a quality report.
How to Decide on Shifting Part of the TV Budget
Instead of a complex weekly model, it is enough to go through a short list of questions.
| Question | What to Look At |
|---|---|
| How much does a million impressions on TV cost, including production? | Total price, not just airtime |
| How much does a million impressions in short videos cost? | CIS: $35–70+; USA: $200–500 |
| Is a TV audience specifically needed? | Age, geography, viewing habits |
| Can a banner be used instead of a video? | If yes, the cost is drastically lower |
| Is there verification for duplicates and inflated metrics? | Without it, cheap reach is risky |
| Is a quick message replacement needed? | This is easier with short videos |
| Is there a risk to the company? | Especially important for games and regulated categories |
If a company wants to maintain the effect of scale, it can keep TV for major moments and use short video banners for cheap additional reach.
FAQ
Can advertising in short videos reach the same audience as TV? Partially yes. Short videos work well with mobile audiences, young viewers, and people who often watch light content: movie and TV clips, memes, facts, educational videos. But TV is still stronger for older audiences, sports, and major live broadcasts.
Is the reporting of short videos comparable to TV? It is comparable in terms of reach, cost per impression, frequency, and overall effect, but it is not the same. TV relies on television viewership estimates, while short videos provide reports on actual impressions, engagement, dynamics, and excluded publications.
When is it still worth buying television? TV is worth buying for sports, national launches, older audiences, premium perception, and situations where the very fact of being on air matters. If the goal is the cheapest mass reach, banners on short videos are often more cost-effective.
Why are banners on short videos cheaper? Because there is no need to shoot a video, one banner works across many videos, and placement can be quickly redistributed among topics. For the CIS, the price can be around $35–70+ per million impressions, for the USA — around $200–500 per million.
Conclusion
Advertising in viral videos is not a replacement for television, but a tool for cheap mass reach. If your goal is to buy millions of impressions without the cost of producing a video and with the ability to quickly adjust, banners on short videos are your choice. Analyze your budget, ask the questions from the checklist above, and start testing this channel today.