Based on the case of television channels, this article highlights the importance of processes of "visibilisation" in commercial settings. It shows that the presence of collective actors in these settings does not stand to reason. This presence is based on complex socio-technical mechanisms through which these actors are materialized and inscribed - both graphically and socially - in the public sphere. Such symbolic mechanisms are involved in the construction of markets in two respects: they publicly refer to collective entities that are difficult to grasp; and they shape consumption itself by prompting consumers to take these visible actors' engagement into account.