There have been concerns that TV advertising would eventually become obsolete due to the expansion and evolution of the way people consume their media. However, it is not time just yet to give up on this tried and tested marketing strategy.
The fact is that rather than being a limited advertising option with a limited reach, TV provides advertisers with more opportunities than ever before. Although many people view and consume media content and different ways nowadays – whether it is through streaming services or other on-demand platforms, the majority of people still use their televisions to watch the more conventional terrestrial and digital/satellite channels with advertising.
If you are an advertiser, you may be wondering why you should devote any time or effort to TV advertising. In the following post, we will look at some very good reasons why.
TV Advertising Generates More Profit Than Other Options
When you compare the profits and sales impact of 5 different types of media, as the Ebiquity Payback 4 study did in 2014, it found that TV advertising outperformed other media when it came to achieving sales. Press was considered the next best performer and TV advertising still managed to be twice as effective on average, when considering the equivalent exposure.
Consumers Trust TV Adverts More Than Others
Although this may surprise you, when you think of it, it makes perfect sense. One of the big reasons why people tend to trust TV advertising over other mediums is because we are all aware of the very strict regulations in place that ensure adverts are legal and trustworthy.
Another reason why people tend to trust TV ads more than other ads is because of the emotional connection people in general have with their television. This is something that is usually established during childhood and continues to build and grow as a person grows.
TV Gives Advertisers Unparalleled Reach And Scale
TV gives advertisers the opportunity to build reach and scale much quicker and more effectively than any other medium. On average, a TV commercial could reach around 70+% of the population in a single day, with almost 100% being reached in the space of a month.
Consumers Spend More Time With Television
Of the time that people choose to spend with media, it is believed that TV makes up around 48%. With radio coming in at a close second at 2.2% and social media at 6.2%. This is significant and important to note as, generally speaking, the time people make a point of spending with a particular medium or device, shows its popularity and vitality.
TV is Spoken About More Than Other Mediums Both Online and Offline
TV Nation conducted a study that showed advertisements on television were the ads that were more likely to incite conversation. A key component to creating a buzz about a brand and encouraging conversations about it is paid media. Think Box found in their own study that TV advertising in particular generated the most word of mouth for companies and brands.
Online and TV Work And Co-Exist Together Well
Another reason why TV is so effective could be the fact that it has a multiplier effect on alternative media, especially online. Online and television have always shared a strong relationship, and this shows no signs of decreasing.
Furthermore, there is actually evidence to suggest companies and organisations that incorporate both online and television advertising into their marketing campaigns are two times more effective and efficient as the campaigns that rely on other advertising mediums.
Multi-screening Helps TV Advertising
Contrary to popular belief, multi-screening does not actually stop viewers from taking television ads in. There has been evidence to suggest that quite the opposite is the case. Whereas in the past, they may have left the room to get a drink or something else, people who use multiple screens at once are actually more likely to stay in the room when television ads are airing. One of the reasons of this could be the fact that when they are using another device, it stops them from switching channels on the remove control.
TV Is Available Everywhere
Following on from the point that television provides the largest reach and scale, it is worth noting that television is now available virtually anywhere. People can watch television from their front room in front of their traditional television box or on the train while going to or coming back from school or work on their smartphone using this guide for watching cbc anywhere, and a whole host of other ways too. Because of this, it means that television is permeating into areas of day to day life it never did in the past, making it an excellent choice for advertisers. It is actually harder to escape from television advertising than you may think.
Famous and Emotive Advertising Campaigns Are The Ones That Generate The Biggest Effects On Business
According to the IPA, when considering the success metrics of profit and sales, advertising campaigns that are famous and emotional, are far more likely to achieve sales and profit than the more informative and rational approach to advertising. Which is why you should never dismiss television advertising. TV ads, even in our modern world, drum up fame for a brand – whether its through shock tactics or because of a statement made in a piece. think of some of the most effective and popular advertisements. they normally involve a storyline or something that appeals to the viewers and elicit an emotional response of some kind.
People also tend to remember adverts just as much as they remember shows and programmes if they are emotive.
This helps to make them more memorable than other, less penetrative forms of advertising.
Although you may have heard the horror stories, from an advertisers point of view, that television advertising is on its last legs, the above proves otherwise. There are some great reasons to believe that television advertising will never die out and will continue to be the main advertising channel for brands for a long time into the future.