A company name mentioned on the local TV news is likely more memorable than a link in your feed. That difference is key for AI companies seeking to attract buyers and investors, especially since AI-generated articles overtook human-written ones online in late 2024. Broadcast TV is still among the few formats largely unaffected by digital noise.
How does an AI company reach the buyers, investors and partners who can shape its future, even as everyone else chases digital? Here’s the irony: through the most analog medium left, the TV.
Why does broadcast TV still matter for B2B and B2C companies?
Trust in online information is sliding. But Pew Research Center found in October 2025 that 70% of U.S. adults have at least some trust in their local news organizations, compared with 56% for national outlets.
That trust also crosses party lines, which is rare for almost anything in American media today. Writing in The Conversation, researcher Jennifer Hoewe noted that 74% of Americans trusted local news in 2024, and 85% said it was important to their communities.
What can broadcast do that a link can’t?
Broadcast shifts a company’s position for reasons that go beyond reach:
- It touches the people that the trade press misses. Most CFOs and board members will never open an AI trade publication. They might, however, look up from dinner to catch a segment on the local affiliate.
- Affiliate reach stacks; it doesn’t repeat. A viewer in Honolulu and a viewer in Macon are two different people. Five markets mean five audiences, not the same crowd counted five times.
- It lingers. Scroll past a headline, and it’s gone. See a company on screen and the name tends to endure, which matters later, when a buyer is weighing who to call.
- One clip, many jobs. That 90-second segment goes on to work in sales decks, investor presentations and social posts.
- Coverage begets coverage. Online reporters watch what broadcast covers. Land one segment, and the next pitch gets easier, then the one after that.
What does a multi-market broadcast hit look like?
Consider a recent broadcast segment Bospar landed for client Druid AI. Bospar often connects B2B, B2C and AI clients with broadcast media. In this case, our outreach secured the client a feature in Jane King’s daily tech report on the company’s 2026 AI Adoption Benchmark.
King hosts “New to the Street” from the NASDAQ MarketSite in Times Square. She’s a veteran reporter and has worked at Bloomberg and CNN. Her technology segments air on local broadcast affiliates across the country, often picking up more stations as the day goes on.
For heads of communications who track coverage, King is a name worth knowing. Enterprise tech companies pitch her, so when a smaller company lands in her report, it’s a coup.
The segment ran across five broadcast affiliates:
- KRON 4 (CW), San Francisco: KRON 4 News at 12 (699,434 UVM)
- WMGT (NBC), Macon, Georgia: 41 NBC News at 5 p.m. (1,495,798 UVM)
- WGHP (FOX), Greensboro, North Carolina: Fox8 News at 5 a.m.
- KCBD (NBC), Lubbock, Texas: KCBD Today
- KITV (ABC), Honolulu: Island News Good Morning Hawaii at 5
Honolulu, San Francisco, Macon, Greensboro and Lubbock don’t double-count viewers, so the overall viewership accurately represents unique regional media coverage. Collectively, these five stations reached over 2.2 million viewers.
The San Francisco viewer market matters most for investor visibility. The Bay Area is the center of the AI economy, so a KRON 4 segment reaches the investors, founders and decision-makers who fund young AI companies.
How do you make a broadcast hit work harder?
Landing the segment is only half the job. A single hit goes further as part of a broader earned media strategy:
- Repurpose the clip across your owned channels for sales enablement, and lead with the strongest market for the people you most want to see your segment.
- Engage the reporter directly since many will share the coverage with their own followers.
- Keep in mind that one good hit can fuel the next.
That instinct for broadcast runs through our work at Bospar. Curtis Sparrer, a principal and co-founder of Bospar PR, started his career as a TV producer, and Bospar regularly secures client coverage on outlets such as Fox, CBS and NBC through its PR and marketing work.
For an AI company that wants to become a recognized B2B brand rather than another search result, or any other company for that matter, a broadcast segment is still one of the most effective tools to drive B2B brand awareness. Audiences trust the medium, and broadcast TV puts a company in front of the decision-makers and investors who can shape its future.
