Sneaky tactics, pointless 8K and the brands experts have at home: Don’t buy a TV without reading this
By Adam McGroarty, news reporter
Did you know spring is one of the cheapest times of the year to buy a new TV?
If you’re thinking of splashing out, read the latest edition of our Buy like a pro feature first…
When’s the best time to buy?
There are a few periods each year when you might get a bargain.
There’s the obvious – Black Friday, just before Christmas and the January sales – but spring is another period when prices drop.
Nick Bunce, TV expert at AO.com, explains: “If you’re looking to buy a state-of-the-art TV, it’s worth bearing in mind that many manufacturers launch their new lines in May. This is doubly so, given we’ll have a World Cup year in 2026, so next spring may be ideal timing so you can soak up the footy.”
Bunce says new TV releases are largely dependent on the brand, but you can expect new products from the major manufacturers from as early as March to as late as May.
What to look for in-store
Big purchases are daunting and retailers often don’t help with sneaky tactics.
“Stores are designed to make screens look brighter and more dramatic than they’ll ever look in your home,” cautions Matt Beucler, founder of digital company Plura AI.
“Whenever possible, mimic your own viewing conditions: step back to a similar distance, avoid standing under the brightest store lights, and pay attention to how the TV manages shadows and motion.
“If the store allows it, switch the TV off ‘store mode’ so you’re seeing the picture without artificial enhancement. These details matter far more than the buzzwords.”
What features should I be looking for?
There are half a dozen things you should have your eye on when looking for a new TV, says consumer champion Martin Newman.
Here’s what he recommends:
- 4K as standard – don’t buy anything less today
- HDR (High Dynamic Range) – look for Dolby Vision or HDR10+; it makes colours and contrast far better
- Brightness (nits) – important if you have a bright room
- Good upscaling – the TV’s ability to make lower-quality content look better
- HDMI 2.1 ports – essential for gaming or future-proofing
- A decent operating system – so apps run smoothly and don’t lag
Does the resolution really matter?
It’s worth understanding what our eyes can pick up, Beucler says.
“4K has become the standard because it does look noticeably better, especially on screens above 50 inches,” he explains.
“But the jump from 4K to 8K is far less dramatic unless you’re sitting close or opting for a truly large display.
“In many cases, features like HDR, colour accuracy, and motion handling shape your experience far more than raw pixel count.”
That’s something Bunce agrees with.
“If you’re conscious of money, then it’s a far wiser idea to choose 4K in this instance as most programmes or films support this option,” he adds.
And when it comes to streaming, Bunce said most platforms like Netflix, Prime or Disney all use 4K quality for their shows and films.
“It’s therefore wise to have a high-quality 4K TV to make the most of the image quality,” he said.
What about OLED, QLED and LCD?
OLED gives you the best picture quality overall out of the three options, Newman explains.
“Perfect blacks, great contrast, brilliant for films and sport.”
Newman says it’s ideal for darker rooms because you’ll really notice the depth and richness.
QLED, on the other hand, is brighter, punchier, and better suited to living rooms with lots of natural light.
“You won’t get the perfect blacks of OLED, but you will get excellent colour and brightness for everyday viewing,” he says.
He describes LCD as being more of an “entry-level option”.
Can you spend less if you have a darker room?
“Absolutely,” Newman says.
“A cheaper LCD or mid-range QLED will perform better in a darker room than a high-end TV washed out by bright sunlight.
“If your room is dark most of the time, you don’t need to pay top-tier prices to get a great picture.”
And when it comes to refresh rates, Newman says people often overthink it…
“A 120Hz refresh rate is ideal for fast-moving content like live sport and gaming – it keeps motion smooth and avoids blur.
“For everyday TV and streaming, 60Hz is absolutely fine. Don’t let anyone upsell you if you’re not a gamer or a sports obsessive.”
Are lesser-known brands still worth a look?
This is where you can save a lot of money, according to Newman.
“TCL and Hisense consistently deliver strong performance at far more affordable prices,” he says.
“They use many of the same panel technologies as the big brands, and experts often rate their mid-range models very highly.
“If you want the absolute best quality, stick to Sony, LG or Samsung. If you want the best value, TCL and Hisense are well worth considering.”
When it comes to reviewing TVs, Newman says experts are always looking at the contrast.
“It’s the biggest indicator of how good the picture will look,” he says.
“Deep blacks, bright highlights and the ability to show detail in dark scenes matter far more than resolution or fancy marketing terms.
“A great TV isn’t the one with the most features – it’s the one that handles real-world viewing beautifully.”
Who does the best reviews?
We also asked Newman about who offers the best reviews for those in the market for a new TV.
“Which?, RTINGS.com and TechRadar all offer solid, independent testing,” he says.
“RTINGS is especially good for technical comparisons, while Which? gives a strong consumer-centric view.
“If you want real-world, practical advice, those three will steer you in the right direction far better than influencer unboxings.”