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Television

 

Television has been the "Big Dog" on the advertising to-do list for many years, having taken over from newspapers in the past 20 years or so. Newspapers made their major mistake by letting TV get ahead of them in the Internet Information game and TV has never looked back.

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Having said that, television advertising is one of the easiest and hardest advertising options to use. Most TV stations can provide you very accurate viewership information. How many are generally watching... remember the rule... always thousands... never ratings or shares... and they can also give you relatively detailed and accurate demographic information. And, advertising on TV gives you access to more creative options than any other media except digital... with sight... sound... motion and emotion. Therein lies one of TV's biggest strengths and also one of the toughest challenges... creating a commercial that can stand out amongst all the video clutter.

One of the major challenges television is facing today is the same for most media... the internet or digital. The days of having to get all your information from set scheduled TV newscasts are past. And having to rush home to see your favorite show... nope... those days are gone. Like the Rookie on ABC but missed it on broadcast last night? No problem. Hulu has it tonight or next week or next year. You can watch on your schedule. And, if you are an advertiser... your $500 prime time commercial will NOT be in the Hulu broadcasted show. If it got missed on Monday night... well, poof, that money is flushed.

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Below are some pros and cons of television advertising. Is it as powerful as 10 years ago? No. Is it still a strong advertising option? Absolutely!

The Pros and Cons of Television Advertising

Since the invention of the television, advertising has been a reliable way for companies to gain brand exposure for new products and services. While the landscape of advertising has evolved over time, the results remain consistent. Let’s delve into the advantages and disadvantages of TV advertising to help you make informed decisions for your marketing strategy.

Pros of TV Advertising

  1. Wide Audience Reach:

    • Compared to other media forms, TV can reach a significantly larger audience. It accomplishes this in a shorter time frame, making an immediate and lasting impression.

    • If your advertisement captures the attention of targeted viewers, it can leave a powerful impact.

  2. Focused Attention:

    • TV advertising works because viewers are engaged with what they’re watching. They pay attention to the screen, allowing your brand or product to convey a message through sight, sound, and motion.

    • This focused attention enhances the chances of creating a lasting memory.

  3. Immediate Credibility:

    • TV ads signal that your business is serious about its offerings. Viewers perceive credibility when they see your brand on TV.

    • Video evidence can demonstrate that your product or service outshines competitors’.

  4. Visual Personality:

    • How your message is presented adds personality to your brand. Memorable national campaigns instantly evoke the brand behind the advertising.

    • Think of iconic characters like the AFLAC duck, Flo the Progressive Agent, or the Taco Bell Chihuahua.

Cons of TV Advertising

  1. No Guarantee of Views:

    • Many viewers use commercial breaks for personal needs—grabbing a drink, visiting the bathroom, or checking the mail.

    • There’s no assurance that your marketing effort will be seen by everyone.

  2. Budget Constraints:

    • TV advertising can quickly eat up your budget. Airtime costs, production expenses, and repetition all add up.

    • Prime viewing hours are especially costly, and effective ads require multiple repetitions.

  3. Difficulty of Correction:

    • Once an ad airs, it’s challenging to make corrections. If an error occurs or the message needs adjustment, it’s not as straightforward as editing a digital ad.

    • Mistakes can have lasting consequences.

  4. High Production Costs:

    • Producing a TV ad involves significant expenses. From scriptwriting to hiring actors and editing, costs accumulate.

    • Cutting corners on production quality risks associating an inferior ad with your product.

 

In summary, TV advertising offers extensive reach, immediate credibility, and visual impact. However, it comes with challenges like uncertain viewership, high costs, and limited flexibility. Consider your enterprise’s scope, needs, and budget when deciding whether TV advertising aligns with your marketing goals.

 

Remember, every marketing channel has its trade-offs. Evaluate the pros and cons carefully to make an informed choice for your brand or business.

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