When putting together a unified marketing campaign, it’s important to consider your different advertising media options. In this post we will take an unbiased look at the strengths and weaknesses of TV advertising to help you make your next marketing campaign a success and ensure that TV is the best marketing option for your needs.
Strengths of TV Advertising
In the Hampton Roads area alone, there is a television present in 96% of the region’s 742,000 households, as Nielsen reported in their February 2015 Sweeps book. Even with smartphones, computers, DVDs, and video games all competing for consumer attention, TV continues to dominate, making up 87.9% of at-home video consumption. (That’s 33 and a half hours a week!) As you might expect, young people watch slightly less TV, but even the 18-24 crowd clocks in 22 hours and 27 minutes of TV time each week.
The reason for this is clear. Television is a visceral, emotionally captivating medium and it allows an advertiser to use the power of visual storytelling to create impactful, urgent calls to action.
This makes it ideal for a marketing campaign that seeks to influence the early stages of a potential customer’s purchase decision process. Television is great for instilling brand awareness, and getting potential customers interested in your product or services, leading them to consider making a purchase.
Weaknesses of TV Advertising
But the very things that make TV advertising so powerful for some marketing campaigns also make it ineffective for others.
Its wide viewership and mass appeal make it a good medium to advertise for things practically everyone needs, such as automobiles, groceries, entertainment, and banking services. But for niche markets and small businesses – your neighborhood pizza shop, a home business, or a single location beauty salon – reaching such a wide audience can be overkill, and it would be better to spend advertising dollars elsewhere.
Even for markets where television advertising is warranted, there are risks:
1) Many people may view ads as intrusive. Tivo and DVR, that lets viewers pre-record shows, and skip ads altogether are a concern, but perhaps not as big of a deal as they may seem, with time-shifted television viewing only making up 9% of the average household’s viewing habits.
2) A more pressing issue is creating a television ad that sticks with viewers in a positive, meaningful way. Great creative isn’t free, and high production costs present the biggest hurdle to jump when creating a great TV ad.
When deciding if television advertising is right for your next marketing campaign, it’s important to consider the audience you are trying to reach, and the goals you are trying to achieve. A great TV partner, like the folks here at Hampton Roads Marketing Now, will work with you to ensure TV is right for your business and create a plan for success.