Television has been around for several decades, and it remains one of the most popular advertising mediums in the world. For example, in the United States, TV programming reaches about 90% of the population weekly, making it one of the most widespread and effective marketing channels in the country. Similar statistics exist in other nations around the globe.
If you want to get the "biggest bang for your buck" when it comes to your advertising budget, then you should strongly consider investing (or investing more heavily) in TV marketing. In this article, we'll discuss why TV remains so popular and how you can incorporate TV advertising into your overall strategy without breaking the bank.
TV Advertising is Where It's At
There are several reasons why television remains a far-reaching medium, despite the rise of the Internet, OTT streaming services, and other avenues. For one thing, TV is America's traditional form of passive recreation. TV watching takes up 5 hours of a typical American adult's life every day, and that number is even higher for many senior citizens who have a TV.
Another reason why TV is so popular is its predominant position as the go-to medium for live events. Most Americans watch live sporting events over broadcast or cable TV networks. For example, the 2020 Super Bowl attracted an official audience of 102 million. Still, considering that many people were watching at Super Bowl parties, the actual number of viewers was probably closer to 140 million.
The point is, TV remains a viral (and extremely effective) medium for advertisers to reach their target audience.
Working TV Advertising into Your Budget
Now that we've reviewed a couple of reasons why TV advertising remains so effective, the next logical question is: How can you work TV advertising into your budget for the year? Of course, your budget size, the nature of your business, and your high-priority objectives will all play a significant role in determining how to spend your marketing money. With that in mind, here are some factors to consider:
- What are your current business goals? As an example, is your primary objective to keep your brand top of mind in-between sales cycles? Or do you want to drive revenue around a specific sale or seasonal promotion? In most cases, the ad creative from a brand awareness campaign can be recycled on TV again and again, whereas time-sensitive commercials have expiration dates and may cost more in the long run as a result.
- Who are you targeting? The nature of your target demographic will inform which TV stations, channels, and programs you leverage for advertising. Of course, most TV viewers are engaged with the medium during "primetime" (in general terms, this refers to midweek evenings and the weekend). However, you can segment your target audience even further. For instance, if you know that most of your ideal consumers are retired and watch TV during the day, you can target them with ad campaigns at a reduced cost.
- When should you run your commercials? In harmony with the point discussed above, it's essential to know when to air your commercials for maximum reach and impact. Primetime slots will be more expensive but may also yield a much higher ROI than other times.
Of course, these and other factors may seem overwhelming at first, especially if TV advertising is not one of your business' core competencies. Many companies have decided to join with an experienced media partner to guide them through the TV advertising process from end to end. Such a media partner can assist from the very start of pre-production, help you keep your costs down, and collaborate with you on a workable strategy that stays within your budget’s confines. You may find that working with a media partner is the quickest, most effective way to get "the biggest bang for your buck."
Use TV Advertising to Grow Your Brand
From ubiquitous car commercials to ads for perfume, TV marketing remains alive and well — and will continue to be a key component in effective marketing for the foreseeable future. Suppose you want to leverage TV advertising for business growth. In that case, it's essential to understand its staying power, map out the benefits that it can offer to your brand in particular, and strategize the best ways to deploy an upcoming campaign.
If you need assistance with any of these points, don't hesitate to contact a reputable media partner. You'll likely find that your return on ad spend will be significantly higher than if you'd developed your campaign on your own.
The bottom line? TV advertising boasts a massive ROI for companies that are willing to take full advantage of the medium. If you do so, you'll no doubt see exceptional results from your efforts.