If TV isn’t in your 2025 media plan, you’re planning like it’s 2015.
16 May 2025
For many advertisers, television was written off years ago. It was seen as a relic of the past: expensive, inflexible, and untargeted.
But that perspective no longer reflects reality. TV has evolved. And in 2025, it deserves a seat at every media table.
Not because of nostalgia.
Because of performance.
TV isn’t Dead. It Just Looks Different
Let’s put the often quoted myth to rest: people are still watching TV. They’re just not watching it the way they used to.
Today, “TV” includes a range of formats and platforms:
Live sports and news.
On-demand content.
Streaming services.
Catch-up and set-top box channels.
Even mobile viewing of traditionally “TV” content.
It’s not just MediaCorp or Channel 5. It’s everything from the Premier League to Netflix to drama on demand. And it is across screens and contexts.
According to StarHub, Singaporeans are watching an average of 3.7 hours of TV per day, nearly three times more than the average time spent on OTT platforms (85 minutes). And yet, 39% of the audience is unreachable through traditional free-to-air TV.
The Problem: Fragmented Planning Leads to Missed Opportunities
Right now, media campaigns are often planned in silos:
Linear TV is used for awareness
Digital offers up engagement
This means separate teams, separate platforms, and separate KPIs
This approach fragments strategy, complicates execution, and results in inconsistent brand experiences across touchpoints. Yet the audience is the same.
Advertisers shouldn’t have to ever choose between TV and digital again, and with StarHub Total TV they don’t have to.
One Unified Ecosystem for Total TV
Hoppr and StarHub have built a single, powerful platform that connects live TV, on-demand, and streaming environments to bring together the best of both traditional TV and digital media.
Instead of running isolated campaigns across separate platforms, advertisers can now:
Plan audiences centrally
Deliver dynamic creative across all placements
Access all performance metrics in one place
Optimise in real time based on real-time viewing behaviour
It’s Total TV - streamlined.
Reaching the Right Audience, with the Right Message, at the Right Time
Total TV doesn’t just unify media buying. It improves message precision. It eliminates wastage.
Using real-time data and behavioural targeting, advertisers can tailor messaging and all within the same campaign. For example:
A travel brand can reach affluent households watching the Premier League with ads for London.
While simultaneously serving Bali-focused creative to younger viewers streaming reality shows on demand.
This kind of relevance was once the domain of digital. Now, it’s available on the biggest screen in the home.
Darwin: Data-Driven Planning with Clarity and Confidence
At the core of this unified ecosystem is Darwin, Hoppr’s advanced planning and campaign management platform. Built for media planners who want clarity, precision, and control.
Darwin enables:
TURF analysis to maximise unique reach and minimise waste.
Measurement that matches your need, from GRPs to CPMs and segment view rates.
Accurate, deduplicated reach and frequency tracking based on anonymised household-level data.
Planners can now see exactly how many unique households saw their ad, how frequently, and across which content in real time.
Key Takeaways
TV is no longer limited to a channel. it’s an ecosystem spanning screens, placements, and content types.
Modern media planning means unifying digital and TV for consistent brand execution.
Hoppr and StarHub enable advertisers to reach the 39% that traditional TV leaves behind.
With Darwin, campaigns are smarter, more efficient, and measurable across the full funnel.
Don’t write off TV in 2025.
TV is not a thing of the past.
It’s part of the future of performance media.
And it’s time we plan like it.
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About Hoppr
We’re Hoppr and our Total TV platform uses a patented overlay technology that offers a unique way for advertisers to engage households on the largest screen in the house.
Using behavioural data driven research, combined with new ultra-premium inventory, we curate an audience that is - for the first time ever - guaranteed to view a brand’s advert on TV.
We have the connected solution for a disconnected TV audience that delivers engagement and attention.
Our CTV platform can be used to deliver true hero storytelling moments and provide new advertising revenue opportunities for all. Hoppr has a global team operating across North America, Europe and APAC.