BUD.
WEIS.
ER…
If these three frogs talking about beer isn’t nostalgic for you, look them up on YouTube to see one of the most effective uses of marketing on TV ever.
Television advertising has been a CORNERSTONE of marketing campaigns for decades, and for good reason.
In an era dominated by digital platforms and social media, you might question the relevance and effectiveness of TV advertising.
Is anybody even watching TV anymore?
The answer is yes, and here’s why:
Why Television Advertising Is Effective
Television Has a Wide Reach
In the United States, traditional television still commands a substantial audience.
A report by Nielsen estimates that as of 2021, over 119 million American households have televisions.
On average, adults spend about FOUR HOURS a day watching television, contributing to the fact that TV remains a powerful advertising medium.
With such high daily viewership, television advertising continues to provide a significant platform for reaching a wide range of consumers across the country.
This widespread reach allows advertisers to target a large audience with their message, making it an effective tool for brand awareness.
So why is television so good for advertising?
Television Captures Attention
With its combination of audio and visual elements, television has the power to capture and hold viewers’ attention.
Unlike other advertising platforms where users can easily scroll past ads or click away, TV commercials are embedded within the content viewers are watching and cannot be skipped.
And even if you get up to go get a refill on your popcorn, you can likely hear the commercial from the other room.
If they’re folding laundry and don’t give the TV their undivided attention, they’re still going to catch a glimpse of your logo.
That glimpse could set you apart if they’re staring at a wall of unfamiliar brands at the supermarket.
Television Allows for Creativity
Television also gives advertisers the opportunity to get creative with different types of messaging.
With a combination of visuals, music, and storytelling, TV commercials can engage viewers emotionally and leave a lasting impact on their memory.
For example, think of all the memorable Super Bowl commercials you’ve seen over the years – many have become iconic moments in popular culture.
Remember Budweiser?
Yup.
Television Is Trusted by Consumers
Finally, television has long been seen as a trustworthy medium, making it an effective platform for promoting products and services.
A report by MarketingSherpa found that 60% of consumers trust TV commercials compared to only 41% for online ads.
Thought process: anybody can pay for an anonymous online ad, but you’re probably pretty legit if you paid for an actual commercial.
If people trust your brand, it’s MUCH easier to build brand reputation and encourage consumer loyalty, both essential elements in successful advertising campaigns.
Folgers: A Classic Television Advertising Example in Action
Perhaps one of the most recognizable jingles in American television history, Folgers’ “The Best Part of Waking Up” campaign has been a staple in their advertising strategy since the 1980s.
The commercials typically depict warm, cozy morning scenarios where families, friends, or individuals are seen savoring a steaming cup of Folgers coffee.
The underlying message is that Folgers is not just another coffee brand, but an integral part of the American morning routine.
The success of these commercials lies in their ability to intertwine the product with a universally relatable moment – the first cup of coffee in the morning.
By doing so, Folgers positioned itself as a comforting and invigorating start to the day, hence, successfully encouraging America to consider it as their “best part of waking up.”
Television advertising remains a valuable tool in the marketer’s arsenal.
Its broad reach, credibility, and ability to create emotional connections make it a powerful platform for delivering impactful messages.
By harnessing the advantages of TV advertising and incorporating effective strategies, your business can leverage this medium to your advantage, build brand awareness, and ultimately drive sales.
So, the next time you’re watching your favorite show and a commercial comes on, take a moment to appreciate the creativity and effectiveness of television advertising.
Think about your audience and what they need from you, and be creative in using TV advertising to your advantage.
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