While many of us may remember the days when broadcast television offered only three channels, today’s seekers of video content have virtually unlimited options. From cable, to satellite, to YouTube and other streaming platforms, video content is available everywhere. And in fact, much of the content once only available on broadcast can now be found in multiple places.
So you may be asking yourself, is broadcast television still a relevant medium for marketing? Let’s delve deeper into the pros and cons of broadcast television as a marketing tactic.
Pros of Broadcast Television Advertising
Television is a pervasive part of modern culture and has been a staple for mass communication since the 1920s. Today, more than 95% of US households have one or more televisions in their home. This penetration results in broadcast TV’s capacity to reach large audiences who are already engaged in the programming they are watching.
Businesses that run TV ads often enjoy a perception of legitimacy, due to television’s greater visibility and higher cost. And because viewers tend to have favorite networks, brands that run on these networks may benefit from an inherent characteristic of trust simply due to their association with the network.
Video ads have the opportunity to tell a great story, and great stories resonate with audiences. Television commercials can harness the power of site, sound and movement to make stories compelling and memorable, resulting in greater audience engagement.
Finally, the visual component of television commercials allows businesses to showcase their people, their facilities and their products.
Cons of Broadcast Television Advertising
Broadcast television is one of the more expensive mediums to buy and to produce, and production time can be lengthy, making it difficult to change creative frequently.
Much like broadcast radio, targeting with broadcast television is narrowed only by demographics and geographics. Although certain programs can often chart general viewer trends in behaviors and lifestyles, for advertisers with very specific audiences and/or geographies, there can be waste.
Due to a plethora of video content mediums in the market, TV audiences have shown some decline over the years as viewing becomes more and more fragmented. Also, viewers may “channel surf” during commercials or step away from the broadcast during commercial breaks.
And like all traditional advertising, measurement can be challenging. In rated markets, buying decisions are often based solely on times of day and ratings, while in small markets the stations may not be rated at all, making any audience measurement highly speculative.
What Makes Broadcast Television a Good Fit
For businesses that have large, broad audiences to reach, broadcast television can be an excellent option. The trusted nature of TV can help businesses quickly fortify their brands while building broad awareness. By choosing specific networks and/or programming, advertisers can focus their targeting somewhat for specific demographics.
TV advertising makes sense for businesses who need to reach audiences consistently, as most viewers have viewing habits that include favorite programs or local news channels, allowing advertisers to gain impressions with their audience repeatedly and regularly.
Because broadcast television is a medium watched live, advertisers who are seeking high engagement for a product launch, special event or seasonal promotion can connect with audiences in the moment and drive more immediate results.
And like most traditional advertising, broadcast TV works well when paired with other mediums, both traditional and non-traditional. In fact, it is often the case that people engage with social media and other online platforms simultaneously while watching broadcast TV, participating in conversations about the programming in real time.
Still not sure if broadcast TV is a good medium for your advertising? Let’s talk! Vantage Consultants is adept at devising successful marketing plans for companies of all sizes and budgets, and we’d love to help you!
