For years, broadcasters were the sun around which the content world orbited. They funded, scheduled, marketed—and dictated—the creative terms. But in 2025, we’re being told a new reality is dawning: brands, not broadcasters, are the next great backers of content. I’ve been pitching to brands for over 20 years you can read my story. So this is
How to Pitch a TV Show to Brands in 2025.
But let’s pause and ask—is that true? And even if it is, should creatives build their hopes on it?
From shampoo-sponsored reality shows to telco-backed talent formats, brands have always flirted with commissioning. The difference now is scale. Platforms like YouTube, TikTok, and even FAST channels have made it possible for brands to become de facto commissioners, funders, and even owners of IP. Add to this the data-driven precision of performance marketing, and traditional commissioning models start to look… clunky.
But here’s the catch: branded content is often strategic, not story-first. It serves the brand’s message, not the creative’s vision. That’s not always a bad thing—but it’s rarely a free creative playground. For every Red Bull or Lego Masters success story, there are a dozen misfires that feel like long ads wearing costumes.
So, are brands replacing broadcasters? No. Not yet. But they are becoming a vital funding pillar in the new media economy. And for freelancers and producers caught in a slowdown of network commissions, that could be a lifeline—if you’re ready to speak the language of brand value, audience goals, and ROI.
The smart move isn’t to switch allegiance. It’s to build hybrid strategies. Treat brand funding as one of several lanes on your road to production. And if you’re pitching to a brand? Learn their KPIs. Solve their problem, not just your own.
Because in 2025, the greenlight doesn’t always come from a commissioner’s office—it might come from a marketing team.
Audience vs Users: The Pitch Has Changed
When you pitch to a broadcaster, you’re selling a show to reach an audience. That audience is defined in demographics: age brackets, regions, socioeconomics—your classic ABC1s. Success is measured in ratings, press buzz, awards, and sometimes cultural impact.
But pitch to a brand, and the language flips. You’re now selling a story that reaches potential users. Not viewers for the sake of content, but future customers—people likely to buy a new shampoo, sign up for a bank account, or switch phone providers. A good pitch to a brand isn’t just entertaining—it’s targeted, measurable, and clearly aligned with their marketing funnel.
In the brand world, reach is nice—but conversion is better.
Pitching to Brands? Use This 7-Step Toolkit
Selling a show to a brand isn’t just about what it is—it’s about why it works for them. Over the years, I’ve developed a simple 7-step toolkit that helps creatives pitch to brands in their language, not just ours.
Here’s the core framework: Showing How to pitch a TV Show to Brands in 2025
- Start with the Problem What’s the brand trying to solve? Awareness? Loyalty? Launching a new product? Start there.
- Define the User, Not Just the Viewer Go beyond audience demographics. Describe the type of customer the brand wants to reach—and why your show does that better than an ad campaign.
- Clarify the Brand Fit Spell out how the format aligns with the brand’s values, tone, and marketing objectives. Be explicit.
- Show the Journey What will the audience feel, do, or share after watching? Brands care about outcomes, not just story arcs.
- Highlight Multi-Platform Touchpoints Brands rarely think in TV slots. Show how your idea plays across social, live events, influencers, and owned channels.
- Speak in Outcomes, Not Views Don’t sell “audience reach.” Sell action. Show how the content drives loyalty, conversions, or emotional impact.
- Wrap It in a Story Even brand decision-makers are humans. Lead with a strong story hook, and then back it with strategy.
If you want this and my “Story Selling” Guides then do please
Want the Full Brand Pitch Toolkit?
Learn how to pitch a TV show to brands in 2025.
The 7 steps above are just the foundation. I’ve created a full downloadable PDF—“How to Pitch a Show to a Brand (Without Sounding Like a Sales Deck)”—which breaks down each step with real-world examples, tips for structuring the pitch doc, and the key questions every brand team will ask (but never tell you in advance).
It incluse a prompt gor Chat GPT tha predeivts the best time to pich to any brand based on prduct or location, this is the out put for an enquirey about pantene in singapore
🗓️ Optimal Pitching Periods – Pantene
- Early Q1 (January–February): Brands often plan campaigns around major cultural events. In Singapore, Chinese New Year typically falls between late January and mid-February, making early Q1 a strategic time to pitch ideas that align with festive themes.
- Mid-Year (May–June): Pantene has previously launched summer-themed campaigns targeting younger demographics in Singapore. For instance, a campaign transformed bus shelters into beach-like destinations to promote sun-related hair care products . Pitching in May allows alignment with such seasonal initiatives.
- Late Q3 to Early Q4 (September–October): This period precedes significant shopping events like Singles’ Day (11.11) and the holiday season. Pantene has engaged in campaigns during this time, such as the “Breakup Salon” initiative, which capitalized on the emotional narratives associated with Singles’ Day .
Strategic Considerations
- Lead Time: Given Pantene’s involvement in large-scale campaigns, it’s advisable to pitch ideas at least 3–6 months in advance to accommodate planning and production schedules.
- Cultural Relevance: Campaigns that resonate with local cultural practices or address societal themes have been effective. For example, Pantene’s initiatives have included elements of cultural heritage and empowerment .
- Inclusivity and Diversity: Pantene has shown a commitment to diversity, as seen in campaigns featuring LGBTQ+ narratives and collaborations with organizations like the Dresscode Project . Proposals that emphasize inclusivity may align well with the brand’s values.
Final Tip
To enhance the relevance of your pitch, consider tailoring your proposal to Pantene’s ongoing themes of empowerment and inclusivity, and align it with upcoming cultural or seasonal events in Singapore.
The Agency Question: Friend or Friction?
Here’s a question I get a lot: “Should we pitch to the brand directly—or go through their agency?”
The honest answer? It depends on your positioning.
Agencies speak the brand’s language—KPIs, campaign integration, tone-of-voice. They often have the trust of the CMO and know the internal politics. That makes them powerful gatekeepers. In many cases, your pitch won’t reach the brand unless it goes through an agency, or at least speaks to their logic.
But agencies are also protectors of process, not always creativity. And if your pitch is too entertainment-led without a clear brand benefit, they may water it down or dismiss it entirely. Worse, they might repackage it.
So—should you use them?
- Yes, if you want access, polish, or credibility in corporate rooms.
- No, if you have strong direct brand relationships, or a format that speaks for itself.
The smart play? Be agency-aware. If you’re not using one, make your pitch agency-proof—speak their language so they don’t need to translate or block it.
Stunning, cinematic, and… irrelevant?
Brands aren’t always looking for your best shot. They’re looking for the most believable one.
It’s not perfect. But it’s real.
And in 2025, real sells.
Perfection vs Authenticity: What Are Brands Really Buying?
Imagine two videos.
One opens on a stunning time-lapse of a sunrise over mountains—perfectly graded, scored to an emotive piano track. It looks like a commercial.
The other? A grainy iPhone clip of a knackered mum with a baby, spilling coffee while talking about teething.
Guess which one most agencies want right now?
It’s not the sunrise.
In broadcasting, we were trained to obsess over every cut, polish every pixel. Perfection was the product. But in today’s content economy—especially in branded and social spaces—perfection isn’t persuasive. Authenticity is.
What performs now are slices of real life. Imperfect, intimate, relatable. These feel like personal recommendations, not polished sell-throughs. They create trust. And in a world where everyone skips ads, trust is the only real currency.
So yes, the glossy 1980s-style campaign still has a place. But if you’re pitching to a brand in 2025, you need to understand this shift:
- Broadcast = Audience immersion
- Brand = Consumer identification
They’re not buying your production values.
They’re buying your ability to make people feel, “That’s me.”
Also Available to show you how to pitch tv shows to brands in 2025.
The Perfect Pitch in 7 Steps
My own Pitch bible, for any pitch product, service. idea. Inc.udes my own template.
Orphan Warrior Hero
Every Story Ever Told, uses the OWH system, and so do I for creating formats, profile VT’s on AGT, selling show ideas, This is my starting point.
