When you think about the transformation of the television set - bulky cubes with black and white pictures and antennas on top, to the now sleak, flat and crystal clear 4k picture - it’s pretty remarkable. Especially when you consider that through all those changes and advancements, it still remains the powerhouse of ad and entertainment!
Yet many marketers have been led astray, thinking that TV is a medium of the past, especially with the rise of other marketing platforms and streaming networks. However, TV is still one of the most successful advertising methods out there, delivering a profitable return for 86% of TV advertising campaigns.
So why are there so many misconceptions about TV advertising and why aren’t businesses using TV to their advantage? In this blog post, we’ll expose the 5 biggest lies about TV and show you the profitable truth.
Lie #1: No One Watches TV Anymore
TV viewing is on the rise. Studies indicate that traditional TV watching will jump by 8.3 million U.S. viewers this year, concluding a nine-year dip. Yes, 2020 and the COVID-19 pandemic affected the rise in viewership with more people turning to their local news and staying at home, but there are also more options of how and what to watch.
With the introduction of many new platforms and streaming devices, cable subscriptions may be down, but viewership is still up. As a result, TV advertising will never go away. The largest companies in the world, such as Amazon and Google, continue to advertise on television and see the results they want.
However, those who want to expand to these different viewing platforms, including YouTube TV and Hulu, have found that they can still get their commercials across - especially with their broad market reach. For example, YouTube TV announced they are expanding coverage of their services to 195 markets in the United States, covering 98% of the country. This means marketers will be able to get right in front of their target audience.
Lie #2: It's Too Expensive
Another common misconception many individuals have is that TV advertising is too expensive. Yet, it does not have to be. If you genuinely want to make TV advertising work for your company, you do not have to break the bank for a high-quality commercial. In truth, campaigns can start anywhere from $5000 and go all the way up to a million dollars. Depending on what you want from your TV advertising, there is something for everyone's budget.
When people explore the TV advertising avenue, they are often shocked to see what they can get out of a TV campaign for the costs involved. This is especially true when they begin to factor in its reach and the ability to pivot faster than other advertising methods like print or billboards. One of the most significant advantages of TV advertising is its ability to reach a large audience with one advertisement spot and get results. Research even shows that 60% of consumers are more likely to purchase after viewing an ad on television.
Lie #3: You Need to Have a Commercial Ready
Many marketers worry that in order to have an affordable TV campaign, they need to have a commercial ready to go.
However, this is not true. Production companies can work within your budget and even use existing material you may have such as pictures and video to effectively make a commercial. More than 58% of production is done in-house for ads, or there are companies that can make a commercial from scratch for you.
It’s important to remember the quality of your commercial depends on who creates it, the time spent producing it and the effort put into it. A dependable media company can handle all aspects of your commercial, including everything from writing, shooting and editing. Plus, when you get the final product, you can use that spot on your social media and website to advertise your goods or services.
Lie #4: It Doesn't Have Good Reach
No matter what anyone says, nothing will get you the reach that broadcast television does, especially when you team up with the right media partner who knows how to reach your audience. On average, TV reaches anywhere from 81% to 94% of the population on a weekly basis, depending on the viewer's age.
There’s also a myth you can’t target your specific audience with a TV ad. An experienced media partner can build you a schedule based on who your target audience is, specifically, tailoring the frequency and length of the campaign so it can target certain ages and demographics.
For example, toy manufacturers may want to advertise during weekend morning cartoons. A local bar may want to advertise during sporting events, and a financial company may wish to advertise to those who have used a financial advisor in the past. When you work with the right team, you can advertise not only during the times you want but also in the programs you need to narrow down your demographic focus further.
Lie #5: It's Outdated
With the emergence of Facebook ads, instagram influencers, and targeted digital pop-ups, a traditional TV campaign may seem outdated. However it still gets impressive results. When consumers were asked what advertising influenced their buying decisions most, 56% of them indicated that TV is their most important driver. Likewise, 85% of adults and 91% of millennials also reported TV advertising influencing their online searches, and 78% of opinion leaders who saw a television ad took some action on it.
Regardless of all the misconceptions out there, the bottom line is that television advertising can provide your company with the endless benefits you want. This medium can reach an extensive, targeted and more captive audience while showcasing your product or service. When you factor in the credibility of TV and its ability to get consumers to take action, you can truly understand that TV advertising is an immense opportunity for any company.