There's a pattern playing out across ambitious small and medium-sized businesses right now. You build the brand via social platforms, it works, and then, at a certain point, it stops working as well. More spend produces less return. The pool of reachable, convertible customers starts to feel finite. Growth plateaus.

Research from Thinkbox analysing 78 smaller brands across 300-plus campaigns, identifies this moment precisely: once digital performance channels hit diminishing returns, the brands that keep growing are the ones that move into demand-generation media. TV, with its scale and brand-building power, is the clearest route forward, but for most SMBs it still feels like a leap.

That perception is starting to shift. Brands like Purdy & Figg have moved deliberately into TV as upper-funnel activity, running incrementality tests to understand payback.

This session puts the brand decision at the centre. Not what broadcasters want SMBs to do, but what growing businesses are actually finding when they make the move: what triggers the decision, how they make the internal case, what they measure and what they would do differently.