Independent retailers and brands around the U.S. are increasingly discovering (or rediscovering) the power of local TV advertising, reports Footwear News, which says it’s a cost-effective and targeted marketing tool that continues to hold its own against the growing popularity of social media.

According to a Q3 2018 report from Nielsen, television remains the most popular media choice among U.S. adults age 18 and over. On average, they spent 3 hours and 44 minutes per day watching live TV, plus another 30 minutes watching time-shifted TV.