As a business or marketing leader, you’re always on the lookout for the most effective ways to reach your target audience. And with the rise of digital channels, it’s probably easy to overlook the power of advertising on TV.
But people are still watching TV, and traditional tv commercials remain a powerful medium for reaching a broad audience. Despite advertisers’ shift towards digital platforms and connected TV (CTV), traditional TV continues to deliver impactful messages and drive business results. TV commercials have the unique ability to engage through sight and sound. They create a memorable and often emotional experience that many digital ad formats often struggle to match.
Here are six insights you may not know about TV media buying.
1. TV Viewership Is Declining, But It Still Reigns Supreme for Mass Appeal
Yes, it’s true that TV viewership has been gradually declining in the age of streaming and digital content. But that doesn’t mean traditional TV is obsolete or that television advertisers should panic.
In fact, TV is still the best form of media for mass appeal. Prime-time TV shows, live sports events, and special broadcasts continue to draw millions of viewers. They provide an opportunity to reach a vast and diverse audience all at once. The reach of a well-placed TV campaign can far exceed that of many digital campaigns, making it a crucial tool for brand awareness and recall.
2. TV Advertising Is More Cost-Effective Than You Think
There’s a common misconception that TV advertising is prohibitively expensive, often fueled by production and media buys. But when you look at cost per thousand impressions (CPM), TV can actually be 3-5 times less expensive than digital advertising.
Not only do you get more bang for your buck, you also reach an audience that includes potential clients. You reach a wider audience, including those who may not be searching for your product or fit into your precise target demographic but could still be interested. With strategic media buying and planning, you can effectively allocate your budget to maximize exposure and impact.
3. TV Usage Still Surpasses Ad-Supported Streaming Video
It’s true that more advertisers are pulling out of TV due to declining viewership. It’s also true that TV usage is still higher than ad-supported streaming video.
This means that your ads are still more likely to be seen by a larger audience on TV than on streaming platforms. Don’t let the trend of declining viewership deter you from jumping ship too early. Traditional TV still holds a significant share of daily media consumption, especially among older demographics. This older demographic also has substantial purchasing power.
4. TV Advertising Complements Your Digital Strategy and Provides a Halo Effect
TV advertising doesn’t just drive direct results and consumer actions. It also amplifies the impact of your other advertising efforts and ad campaigns. It’s called the “halo effect.” TV ads can increase the effectiveness of your advertising in other mediums by boosting brand recognition and credibility.
Audiences see your brand on TV, and then later encounter your product or service online. They’re more likely to remember and trust your message, leading to higher engagement rates and more conversions.
TV builds broad awareness and drives mass appeal, while digital advertising allows for more targeted advertising and direct engagement. By integrating both, you can maximize your reach and your impact. This synergy between traditional and digital channels creates a cohesive brand experience that resonates with consumers across multiple touch points.
5. TV Advertising Offers Flexibility with Ad Formats
Another advantage of TV advertising is the flexibility it offers in terms of ad formats. From typical 30-second or 15-second spots to longer infomercials, it allows you to choose what best suits your message and budget. This flexibility helps you create more engaging and effective campaigns tailored to your specific business needs and objectives.
You can also take advantage of special placements, such as sponsorships or product integrations. They enhance your brand’s visibility and impact and ensure it resonates with your audience. This variety of formats available means you can be creative and strategic in delivering your message.
6. TV Advertising Builds Brand Trust and Credibility
One often overlooked benefit of TV advertising is its ability to build brand trust and credibility. TV ads are generally perceived as more trustworthy and authoritative than digital ads. Showing up on TV with effective creative can enhance your brand’s reputation and make your message more convincing. Potential customers may see your company as more established and reliable.
This credibility can be especially important for new, small, or lesser-known brands looking to establish themselves in a competitive market. TV advertising provides a platform to showcase your brand’s values, quality, and commitment to consumers, fostering a sense of trust and loyalty.
Conclusion
TV advertising is far from dead. In fact, it remains one of the most powerful tools in a marketer’s arsenal for reaching a broad audience and achieving substantial results. If you’ve been hesitant to invest in TV advertising, it’s time to reconsider.
The reality is that TV advertising offers unparalleled reach, cost-effectiveness, and the ability to build trust and credibility. It also complements your digital strategy, creating a cohesive and impactful marketing campaign that spans multiple channels.
At Scale Marketing, we have the expertise and experience to help you harness the power of TV advertising effectively. Our team can guide you in developing a strategic TV advertising plan that aligns with your business goals and maximizes your return on investment.
Contact us today to learn how we can boost your advertising efforts and drive real results for your business. Whether you’re looking to enhance brand awareness, drive sales, or build long-term loyalty, TV advertising can play a crucial role in your overall strategy.
Get in touch to learn more about how Scale Marketing uses insights to drive growth and business results for companies like yours.
