Mobile, social and other digital channels get a lot of love as marketers go on endless quests for shiny new things. However, when we get too caught up in novelty, we risk forgetting about some of the best tested, most effective tools we have at our disposal. TV may seem like old news, but this traditional medium still packs a lot of punch. Savvy marketers understand why TV should be in your media plan. Four reasons you should look at this old standard with new eyes:
1. Americans are spending more time with TV.
Year after year, pundits predict the end of traditional television. Year after year, they are wrong. Research shows that, rather than spending more time on new media, Americans are actually increasing the time that they spend watching TV. Nielsen found that, in the first quarter of 2018, people spent 30 minutes more watching TV than they did during the mid quarter of 2017. The average American spends four hours and 10 minutes watching TV each day. Additionally, TV has incredible reach, with 88% of households watching at least some each week.
2. TV uses the power of data to bring you targeted audiences.
Today’s television advertising offers levels of targeting that weren’t available in the past. Advanced TV advertising which is comprised of addressable TV, programmatic and over-the-top (OTT) is driven by data-enabled devices and streaming channels that collect data that allow you to target your message to your audience more effectively. When analytics and data are paired with technologies like machine learning and AI, you can put your message in front of the most qualified targets.
3. Even as cord-cutting increases, the value of the audience goes up.
Even as more consumers cut the cord and give up cable, big networks continue to command premiums for ad time. This is because TV offers advantages that digital advertising does not. Television gets a viewer’s undivided attention, rather than playing in a tab hidden behind half a dozen others. TV is played with the sound on and in full view. And, high quality premium content allows the medium to continue to see vibrant life and for the channels creating it to charge good prices for air time.
4. TV remains the most important traditional media channel.
In a recent Nielsen survey, 51% of media buyers said they considered TV their most important traditional media channel, eclipsing print and radio. Thirty percent say that they consider television extremely important to their marketing strategy. The same Nielsen report went on to say that upfront spending on television could expand by up to 50% in the coming year.
Because of this, media buyers continue to say that TV remains their most important traditional media channel. In a recent eMarketer survey, participants predicted that they would actually increase their spending on TV advertising by 3% between 2018 and 2022.
When it comes to where you put your advertising dollars, you want to choose the places where they can give you the most impact. With its long track record, high level of trust and ability to hold audiences’ attention, TV remains one of the best places to invest your marketing budget. Trying to figure out how to balance your traditional and digital media presence? You might find our recent post helpful.
Do you work at an agency but don’t have a media buying department? Maybe you’ve been using a media buying firm but you’re ready to work with a new partner? We’d love to learn about your project and chat about any challenges you’re having.
Not ready to have a conversation yet? That’s okay — sign up to receive articles like the one you’ve been reading. We’ll share how we’re using media opportunities to accomplish our clients’ goals. You can also learn more about our mission and process here.