Monday, January 1, 2026
QR Codes on TV Commercials: The New Normal for Running TV Ads
Have you ever noticed a QR code lingering in the corner of a TV commercial, just long enough to catch your eye? Maybe you scanned it. Maybe you thought about it and didn’t. Either way, that small square has become one of the clearest signs that television advertising is changing.
The renewed presence of the QR Code on TV isn’t a gimmick or a passing trend. It reflects how people actually watch television now: with a phone nearby, attention split between screens, and little patience for remembering URLs or brand names. QR codes fit neatly into this behavior. They don’t interrupt the viewing experience; they extend it.
For advertisers, this shift is important. Television remains one of the most expensive and influential marketing channels, but it has always lacked precision. QR codes offer something TV ads have struggled to deliver, a direct, measurable path from screen to action. What started as an experiment has quickly become standard practice.
Why QR Codes Make Sense on TV Now
Television used to be a one-way medium. Brands spoke, viewers watched, and outcomes were inferred rather than observed. That model has been under pressure for years, especially as digital platforms normalized real-time data and performance tracking.
QR codes answer a simple question advertisers have been asking for decades: What happens after the ad?
When a QR code appears on screen, it gives viewers an immediate option. Scan now, continue later, or ignore it entirely. The choice is theirs, but the path is clear. Instead of hoping someone remembers a message, the brand provides a direct link to the next step.
This works particularly well because:
- Most viewers already use a second screen while watching TV
- Smartphones can scan QR codes instantly, without extra apps
- The action happens in the moment, not hours later
In other words, QR codes don’t demand new behavior. They work because they align with existing habits.
From Awareness to Action in One Step
Traditional TV ads are strong at building awareness but weak at driving immediate response. QR codes change that dynamic by collapsing the distance between interest and action.
A viewer watching a commercial for a new product doesn’t need to remember the brand name or search later. One scan can lead to:
- A product launch page
- A limited-time offer
- An app download
- A waitlist or sign-up form
- Additional content that didn’t fit into the ad
This shift turns TV from a purely top-of-funnel channel into something more flexible. Campaigns can be designed not just to be seen, but to be acted on.
Many brands now use the same QR code across multiple touchpoints - TV, print, packaging, in-store displays, creating a consistent offline-to-online journey. When managed correctly, this approach reduces friction and increases clarity for both viewers and marketers.
Where TV QR Code Campaigns Go Wrong
Despite their growing popularity, not all QR code TV campaigns are effective. The technology is simple, but the context is unforgiving. Viewers have limited time and attention, and small mistakes can undermine results.
Some common issues include:
- QR codes displayed too briefly to scan
- Poor contrast or placement on the screen
- No clear explanation of what happens after scanning
- Sending users to generic homepages
- Using static QR codes with no tracking
In these cases, the QR code becomes decoration rather than a tool. The opportunity is there, but it isn’t fully realized.
The most significant limitation is often the lack of analytics. Without tracking, brands may know a commercial aired, but not whether it drove engagement. This is where smarter QR code strategies, particularly dynamic codes become essential.
Static vs. Dynamic QR Codes on TV
Not all QR codes are created equal, especially in television advertising.
Static QR codes point to a fixed destination. Once the commercial airs, nothing can be changed. If a landing page needs updating or an offer expires, the code remains the same.
Dynamic QR codes are more flexible. They allow marketers to:
- Change the destination without replacing the code
- Track scan volume, time, and location
- Compare performance across broadcasts or regions
- Optimize campaigns while they’re still running
For TV ads, where airtime is costly and campaigns evolve quickly, this flexibility matters. A QR code becomes more than a shortcut, it becomes a source of insight.
How to Use QR Codes Effectively in TV Commercials
Using QR codes on television doesn’t require reinventing your ad strategy, but it does require clarity. The most effective campaigns tend to follow a few basic principles.
1. One Goal Per QR Code
Each QR code should have a single purpose. Whether it’s driving sign-ups or promoting an offer, focus improves conversion.
2. Clear Visual Placement
QR codes should be large enough to scan from a distance and displayed for several seconds. Viewers need time to notice, react, and act.
3. A Simple Call to Action
Tell viewers exactly what to do and why. “Scan to get early access” works better than a silent code.
4. Mobile-Optimized Destinations
The experience after scanning matters as much as the ad itself. Pages should load quickly and communicate value immediately.
5. Tracking and Iteration
Scan data reveals what’s working and what isn’t. Use it to refine messaging, timing, and destinations across campaigns.
Platforms like QRKit are designed around these needs, allowing teams to create, manage, and track QR codes from a single dashboard while adapting campaigns in real time.
QR codes on TV ads: Real-life examples
1. The Coinbase "Bouncing QR Code" (Super Bowl LVI)
This is perhaps the most iconic use of a QR code in TV history. Coinbase ran a 60-second ad that featured nothing but a color-changing QR code bouncing around a black screen, reminiscent of a retro DVD player screensaver.
- The Goal: Pure curiosity and app downloads.
- The Result: It was so effective that it generated over 20 million hits in one minute, briefly crashing the Coinbase app.
- Why it worked: It leveraged "Mystery Marketing." By not showing a logo or a product, they forced the viewer to scan out of pure curiosity to see where the link led.
2. Burger King’s "QR Whopper" Campaign
During the height of the pandemic, Burger King launched a series of commercials where a QR code would float across the screen during their TV spots.
- The Goal: To drive downloads of the BK App and increase loyalty program sign-ups.
- The Strategy: If a viewer successfully scanned the moving code, they were taken to a landing page offering a coupon for a free Whopper with any purchase.
- Why it worked: It turned the commercial into a "game." Viewers had to actively "catch" the code with their phones, making the brand experience interactive and rewarding.
3. Hulu’s "GatewayGo" Ads
Streaming giant Hulu launched "GatewayGo," a second-screen ad format designed specifically for the "binge-watcher" who usually has a phone in their hand.
- The Goal: To move away from traditional brand awareness toward performance marketing.
- The Strategy: Brands like SmileDirectClub used these ads to offer exclusive discounts via QR code. Instead of just seeing an ad for clear aligners, viewers could scan to book their first appointment immediately.
- Why it worked: It recognized that streaming viewers are often more tech-savvy and more likely to engage with interactive elements than traditional cable viewers.
4. Lacoste’s Shoppable French Open Ads
During the French Open, Lacoste ran TV spots that featured a QR code at the bottom of the screen while their sponsored athletes were playing.
- The Goal: To capitalize on the "heat of the moment" during live sports.
- The Strategy: The code led viewers to the official Lacoste online store, specifically to the collection being worn by the players currently on the screen.
- Why it worked: It targeted high-intent fans at the exact moment their interest in the product was at its peak.
How to Create a QR Code for TV Commercials
Creating a QR code for TV ads with QRKit is simple:
- Go to QRKit QR code generator online
- Choose the QR code type that fits your TV campaign
- Enter your destination URL or content
- Customize the QR code design (pattern, colors, logo, frame)
- Generate and download your QR code
- Scan test
- Add it to your TV commercial
Why Should You Use QR Codes on TV Commercials
They make TV ads interactive
Instead of asking viewers to remember a website or search later, QR codes allow immediate engagement. One scan takes viewers directly from the screen to a page, offer, app, or social profile.
They help grow your social media presence
QR codes can link directly to Instagram, TikTok, YouTube, or X profiles, making it easy for viewers to follow a brand while interest is high — without searching or typing.
They reduce friction
Typing URLs or searching for brand accounts is slow and often ignored. QR codes remove that step, increasing the likelihood of action.
They turn awareness into measurable results
Traditional TV ads are difficult to track. QR codes provide clear data, how many people scanned, when they did, and from where, helping brands understand real engagement.
QR codes have become a familiar sight in TV commercials for a reason. The qr code offers something television advertising has long needed: a simple bridge between attention and action. It allows brands to connect offline moments with online experiences, while gaining insight into how audiences respond.
As viewing habits continue to evolve, QR codes are likely to remain part of the TV advertising toolkit, not as a trend, but as infrastructure. They don’t replace storytelling. They extend it.
For businesses looking to make TV campaigns more measurable and more effective, tools like QRKit make it easier to create dynamic, trackable QR codes that fit naturally into modern advertising. Try QRKit to turn your next TV commercial into a clear, connected journey, from screen to scan to insight.
