Contrary to some current beliefs, television advertising still has many advantages for brands. Watching TV continues to be a popular pastime. Many Americans turn to TV as an escape from daily stressors. Engaged fans tune in to live events like sporting events and award shows to see their favorite sports teams play and music artists perform.
Television ads, when done well, can be persuasive and evoke emotional connections. Whether you watch TV through an antenna, satellite dish, cable provider or streamed via internet-connected devices, we think television is still a viable choice when considering your media mix. In fact, we’ve identified 7 advantages of television advertising to help you rationalize the investment as a part of your media budget.
TV Reaches Large Audiences
Television remains one of the most effective ways to reach a large audience. With millions of households tuning in daily, TV is often the first medium we think of for reaching large amounts of people in a short amount of time.
The growing connectivity among viewers significantly influences how they access TV content. However, free over-the-air (OTA) broadcast programming still serves as a mainstay for nearly 20% of U.S. TV households.
Most households complement their OTA access with content they can access from other sources, such as streaming video-on-demand services, cable or satellite. For certain audiences, it’s still important to consider advertising with both traditional and connected TV to ensure you’re maximizing the reach.
High Engagement
Television viewers tend to be more engaged when watching their favorite shows. Ads that are placed strategically can capture the audience’s attention, especially during high-interest programming like sports events, news or popular TV series.
U.S. broadcast viewing typically increases in the Fall months thanks to football, new series and the return of old favorites. Cable sees a similar bump in the spring with March Madness and the NBA Playoffs.
The average U.S. adult spends about 32 hours each week with TV during warmer months and an additional two or three when the weather gets colder. The biggest fans of TV viewing, based on time spent, are 55-to-64 year-olds, those with Hispanic or Latino roots, and men.
Credibility and Prestige
Advertising on television often lends a sense of credibility and prestige to a brand. Being able to afford TV spots can signal to consumers that a company is established and trustworthy.
Enhanced Brand Recall
TV advertising has a strong potential to enhance brand recall among viewers. TV ads combine sight, sound and motion, creating a multi-sensory experience that can leave a lasting impression. This combination can effectively convey a brand’s message and elicit emotional responses from viewers.
Targeted Advertising
If mass reach is not your goal, targeting specific audiences in key locations with television is possible. This method is improving all the time with the help of addressable advertising, connected TV and programmatically buying TV audiences.
The once mass-reach medium has now expanded beyond using typical geo targeting, specific programming or niche cable networks. This allows for more efficient use of advertising budgets and a higher return on investment.
TV and Online Work Together
Television is vital for online businesses. A presence on TV exposes a brand to a much larger audience initially than online advertising. TV advertising drives all other forms of promotion.
Research by the Video Advertising Bureau shows that TV advertising can help drive traffic to websites, especially among first-time investors in the channel.
Viewers may be using multiple devices while they watch TV but they are far from being disengaged with the content. Social media networks allow viewers a shared experience with friends simultaneously.
Both advertisers and TV programmers will continue to use TV to push viewers to engage with more in-depth content online. This helps nurture the relationship with the consumer and create brand loyalty. Online is helping to make TV a more efficient medium and this synergy will continue to increase with time.
Measurable Results
Technology has made it easier to track the effectiveness of TV advertising. Tools like Nielsen ratings and digital ad tracking can provide detailed insights into how well an ad is performing, allowing businesses to adjust their strategies in real-time.
Summary
These advantages can make television advertising a powerful tool for businesses looking to enhance their brand presence and reach a large audience effectively.
It’s all relative, but TV can be affordable if you know where to look and how to buy it. Can’t afford the big NFL game on linear network TV? Invest in key local markets instead using broadcast television. Have a smaller budget but still want the large video experience of TV? Buy an estimated amount of sports impressions using Connected TV.
Today, brands are having to pivot and interact with their customers in new and different ways. TV is one medium that continues to evolve. It’s offering viewers new ways to watch, and advertisers new ways to reach potential customers.
As the media landscape changes, we are always looking for unique and effective TV opportunities for our clients. We’d love the chance to support your brand in these efforts. Learn how we’ve helped other brands with their television campaigns. Then connect with us so we can get started working together!
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FAQs
What are the advantages of television advertising?
TV reaches large audiences, provides a popular leisure activity, attracts loyal viewers, works in synergy with online advertising, offers adaptable ad formats, allows for targeted advertising, and can be affordable.
How can television advertising support brands in reaching their customers?
Television advertising allows brands to reach large audiences, create emotional connections, leverage the power of live events, and work in tandem with online marketing efforts.
What is the role of television in the changing media landscape?
Television continues to be a significant medium for brands to connect with consumers, evolve their advertising strategies, and explore new opportunities for engagement.
Why should brands consider television advertising as part of their media mix?
Television advertising offers broad reach, engages loyal viewers, allows for creativity in storytelling, complements online advertising efforts, and provides opportunities to target specific audiences.
How does television advertising compare to other forms of advertising?
Television advertising offers the advantage of reaching large audiences, engaging viewers through storytelling, and providing a popular leisure activity. It can complement other advertising channels and help build brand credibility.
Can television advertising target specific audiences?
Yes, with advancements in technology and data-driven strategies, television advertising can target specific audiences through addressable advertising and connected TV. This allows for more precise audience targeting and relevance.
Is television advertising affordable for smaller businesses?
While television advertising costs can vary, there are affordable options available, such as targeting specific local markets or utilizing connected TV for a more cost-effective approach. It's important to work with media experts who can help optimize budgets and identify cost-efficient opportunities.
How can television advertising adapt to the changing media landscape?
Television advertising is evolving by embracing new technologies, such as interactive ads and programmatic buying, and exploring innovative ad formats. Advertisers are also leveraging the synergy between TV and online platforms to enhance viewer engagement and create a seamless brand experience.
What are the key considerations for a successful television advertising campaign?
A successful television advertising campaign requires thoughtful planning, understanding of the target audience, compelling storytelling, creative ad formats, and the ability to measure campaign performance. Collaboration with media experts and staying informed about industry trends is crucial for achieving desired outcomes.
