Why National TV Spots Still Matter in Today’s Media Landscape
In today’s media environment, it can feel like digital platforms dominate every conversation. Social media trends change by the hour, paid ads offer precise targeting, and influencer partnerships have become a mainstay for brands of all sizes. With so much focus on digital-first strategies, it’s easy to assume that traditional broadcast coverage no longer carries the same weight.
But the truth is, a national TV spot remains one of the most powerful forms of earned media available to brands, destinations, and events. The reason comes down to three things: credibility, reach, and staying power.
1. Unmatched Credibility
When your story is featured on a national morning show or primetime broadcast, it carries the weight of trusted journalism. Unlike paid ads, which audiences know are sponsored, earned coverage positions your brand as newsworthy and relevant. That credibility builds trust instantly.
2. Massive Reach Across Demographics
Broadcast television remains one of the few platforms that can reach millions of Canadians in real time, across age groups, regions, and demographics. Paired with digital platforms (where segments are republished and shared online), the ripple effect multiplies.
3. Content That Lasts Beyond the Broadcast
TV coverage doesn’t disappear once the cameras stop rolling. Segments are often repurposed online living on the channel’s website or YouTube, syndicated by partner outlets, and reshared on social media by both the show or the show’s hosts and the audience. That longevity extends the return on investment far beyond a single broadcast date and can extend the geographical reach further than the original broadcast location.
For tourism boards, event organizers, and entertainment brands, the value of a national TV spot lies in this blend of trust, reach, and staying power.
How Noelle Aune PR can help you with traditional media?
For us at Noelle Aune PR (NAPR), a recent collaboration with Breakfast Television (BT) Canada at the Calgary Stampede illustrates this impact.
The Calgary Stampede had not hosted BT in more than 15 years, which presented an opportunity to reintroduce one of Canada’s most recognizable morning shows to a flagship tourism event. As part of our ongoing work with the Calgary Stampede, NAPR pitched BT on the idea of returning, and the show was quick to confirm its interest.
From June through July, our team worked closely with BT producers and the Calgary Stampede team to craft a seamless hosted media experience. NAPR secured sponsored support, including flights from WestJet and accommodations from Indigenous Tourism Alberta, developed a list of potential itinerary activities for the segments and supported the logistics throughout the production.
The result was a dynamic two-day broadcast that delivered both national visibility and memorable storytelling moments. Across July 7 and 8, BT aired eight segments highlighting the Stampede parade, Indigenous cultural experiences, and live entertainment. One particularly unique moment came when BT extended coverage into their “Bright Spot” segment, surprising Arkells’ keyboardist Anthony Carone during his performance on the Coca-Cola Stage. We provided support for on-park and off-park experiences with all partners involved. Beyond the live broadcasts, the Stampede was woven into in-studio conversations, showcased in b-roll footage, and amplified across BT’s website.
The impact was undeniable. In total, the coverage reached millions of viewers across television and digital platforms, with an ad value equivalent of at least CA$200,000. The combination of earned broadcast exposure and social amplification provided the Calgary Stampede with a wave of visibility that not only elevated the event in 2025 but also reinforced its status as a premier Canadian tourism experience.
The success of this project also came down to the strength of the partnerships NAPR brought to the table. By involving organizations like WestJet, Indigenous Tourism Alberta, Lammle’s, and the Westin, we were able to create additional layers of value that elevated the entire activation. While Breakfast Television was primarily interested in showcasing the Calgary Stampede, the inclusion of these partners allowed for richer storytelling and broader exposure.
The success of this project also came down to the strength of the partnerships NAPR brought to the table. By involving official sponsors such as WestJet and Lammle’s, along with aligned partners like Indigenous Tourism Alberta and its member, the Westin Calgary Airport, we were able to create additional layers of value that elevated the entire production. While Breakfast Television’s coverage centered on the Calgary Stampede, these partnerships helped extend the story — showcasing local culture, hospitality, and travel in a way that resonated with a broader audience. Together, these contributions created a stronger, more dynamic narrative that highlighted the Calgary Stampede, its sponsors, and the importance of Indigenous tourism in Alberta in the produced segments.
This project highlights how strategic PR can open doors to exclusive opportunities, extend reach far beyond paid placements, and build lasting credibility with audiences across the country. For tourism destinations, events, and entertainment brands, the right media partnership can deliver results that resonate long after the cameras stop rolling.