Show Business or No Business: What’s True (and What’s Not) About TV Advertising

Advertisers are hearing more claims than ever about cost, targeting, setup time, and what CTV can really deliver for a business. Some of those claims are outdated. Some are only half true. And some are important facts that more marketers should be paying attention to.

To help bring clarity, we asked Paramount leaders Emily Huo and Nuria Montalvo to react to a series of rapid fire CTV statements - and separate the ones that genuinely hold up (the true “That’s Show Business Baby” moments) from the ones that have No Business being taken as fact.

Watch their takes:

1. “I don’t need a video ready to run on CTV.”

Verdict: Show Business

While a polished ad spot can elevate your message, you do not need a finished commercial to get started. Paramount Ads Manager includes a free video ad creation tool that can turn your website URL into a TV-ready ad in minutes. It pulls your brand colors, product visuals, and on-site language to build a clean, on-brand video formatted for the big screen. You can also upload existing social assets and adapt them for TV without starting from scratch. Ad creative should never be the blocker to getting your business on TV.

Try our our free video creation tool >

2. “CTV is too expensive for small businesses.”

Verdict: No Business

This assumption still lingers, but it does not reflect how CTV works today. Making an impact with TV advertising is no longer tied to traditional production budgets or timelines. With Paramount Ads Manager, advertisers can activate campaigns at accessible price points and use the same assets they already rely on for social. Those who do not have a polished video can also create one directly in the platform using free creative tools (see above). The barrier to entry is lower than many marketers expect.

3. “Paramount Ads Manager only runs ads on Paramount Plus.”

Verdict: No Business

When running ads on Paramount Ads Manager, Paramount Plus is only one of many placements where your ads can appear - along with Pluto TV, CBS, MTV, Comedy Central, and more, plus across our TV Everywhere apps.

Where your ads actually show up depends on the Streaming Bundle you choose when setting up your campaign. Each bundle unlocks different placements across Paramount’s ecosystem, from broad reach environments like Pluto TV to premium content and exclusive programming.

This flexibility gives advertisers control over both cost and placement, ensuring your campaign meets your goals and reaches your audience where they are already watching.

4. “It takes weeks to launch a CTV campaign.”

Verdict: No Business

This was true in the traditional TV era, but it is not the case today. Paramount Ads Manager allows advertisers to set targeting, upload creative, and launch in a single session. Many small businesses go live the same day they start. For those who want additional creative or strategy support, the Paramount team offers Creative Plus, but the platform itself is designed for fast, simple activation.

5. “Every CTV ad needs a QR code.”

Verdict: No Business (but it does help!)

QR codes can be incredibly powerful, especially during high intent moments like holiday shopping or local promotions. But they are not mandatory. If your goal is brand lift, storytelling, or broader awareness, you may choose to skip the QR code and keep the message clean. The goal is not to add every tool. It is to add the right one for your objective.

6. “CTV campaigns can drive in-store visits.”

Verdict: That’s Show Business Baby

This one is entirely true and highlights one of CTV’s most important strengths. With the Paramount Ads Manager pixel, advertisers can measure both online and offline outcomes. That includes website visits, leads, purchases, and verified in-store foot traffic tied directly to campaign exposure. You can also see which shows your ad was seen on, , how long viewers watched, and which placements contributed to performance. CTV is measurable and accountable, with a clear connection to real business results.

Wrapping it all up

Many of the old assumptions about CTV simply do not reflect the reality of how the channel works today. Others are truer than ever. The key is knowing which is which. Emily and Nuria’s takes make one thing clear: advertisers have far more control, flexibility, and measurement on CTV than they might think.

Paramount Ads Manager makes it easy to build a TV-ready ad, reach premium audiences across the Paramount network, and measure meaningful business outcomes. It’s time to put your business in show business >