What is a TV commercial? Definition
Television is a mass media. Millions of people watch television stations every day. Commercials have long been with people, accompanying them between films and news broadcasts. It's impossible to miss them. The average commercial typically lasts 30 seconds. Broadly defined television advertising media include commercials, teleshopping, and so-called advertising banners. What are the advantages and disadvantages of television advertising , and when should you choose it?
Below are the answers. Before you learn them, you might also want to take a look at the incredibly popular Marketing Calendar. It will help you easily create a content marketing strategy, schedule social media posts, and ultimately increase sales. It's easy with this tool!
Virtually everything these days is saturated with television commercials. Most definitions of advertising define it as impersonal, paid advertising addressed to the recipient, presenting the broadcaster's offer. Advertising therefore includes all information that supports the broadcaster's sales pitch. Thanks to television advertising, every brand can build its image and achieve greater profits.
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According to Nielsen Media Research, in the first quarter of 2022, the average Pole spent 4 hours and 21 minutes a day watching TV. Would you agree that's quite a lot of time to reach them with a well-constructed advertising message?
Television advertising is one of the most popular forms of marketing for large brands, but it's worth remembering that it's also the most expensive way to reach customers imaginable. Companies choose television advertising because it allows them to compete with other producers. In some cases, advertising is practically an art form, as it is developed by a team of specialists and visionaries who ensure its appeal and consistency with the given product or service.
Here are the advantages and disadvantages of television advertising:
TV advertising – advantages and disadvantages
Advantages of TV advertising
One of the most important advantages of television advertising is shaping social attitudes and trends. Television commercials have a significant impact on these. Another advantage of television advertising is its broad reach, encompassing the entire country and even the world. Most people own a television set, which is an integral part of many homes worldwide. Television advertising theoretically offers a low cost of reaching a single audience, although its scale still makes it the most expensive advertising medium. Television commercials are also much more engaging than, for example, radio or print ads, as they combine image and sound – the more stimuli, the better for the viewer. Advertisements also feature movement, which attracts the eye of potential customers. Advertisements presented on television also evoke emotions (not necessarily positive ones) and ensure that the product remains in the viewer's mind for a much longer time. In short, the advantages of television advertising include:
- shaping social attitudes and trends,
- large range,
- low cost per viewer,
- remaining in the minds of the recipient of a given product for a longer time,
- greater effectiveness through the use of sound, image and movement,
- nationwide or even global coverage.
Disadvantages of TV advertising
Unfortunately, television advertising doesn't only have advantages. There are a surprising number of disadvantages to this medium. The first and most important disadvantage is the costs the broadcaster must incur to even create the ad. A team of graphic designers, sound designers, filmmakers, and other advertising creators is just a drop in the ocean. Added to this are the costs of purchasing the broadcast. These are very large sums, which many companies cannot afford. Producing a commercial can cost up to several hundred thousand złoty, and broadcasting can cost a similar amount – depending on the frequency . Furthermore, television commercials often employ celebrities, who enhance their persuasiveness and sometimes enhance their credibility. Examples of television commercials using celebrity images? You don't have to look far! 🙂
TV Advertising – Shopee TV Advertising Example. Youtube MaterialsAnother downside is the growing awareness among viewers, and therefore potential customers. They are noticing that they are bombarded with television advertisements, which are often exaggerated and unrealistic. Advertisements don't always evoke positive emotions in viewers. Some creators aim to shock and irritate their audiences, but the effectiveness of such controversial advertising depends on the beliefs and age of the audience.
Another drawback is the short duration of an ad. Thirty seconds is often not enough to fully demonstrate and explain the benefits of a given product, so it's worth choosing this particular one. In many cases, the frequency of an ad is so irritating that the viewer immediately switches to it. Furthermore, despite its supposedly high viewership, television has become a "background medium." This means that the TV is often simply on while we're in other rooms or having conversations on the couch. We're accustomed to its hum, but we don't pay much attention to what's happening on the screen.
Moreover, it's difficult to measure the specific effects and actual reach of our advertising. With such a large expense, this often serves as an argument for reallocating the advertising budget allocated for television broadcasts to other channels —for example, YouTube , which offers excellent analytics and an even better price-per-view ratio.
In short, the disadvantages of television advertising are:
- high costs of creating an advertisement and broadcasting it on television,
- increasing consumer awareness,
- short advertising time which makes it impossible to show all the advantages of the product,
- causing resistance from viewers who feel forced to watch,
- inciting negative emissions with controversial advertisements,
- ignoring television advertisements that are repeated with great frequency,
- Television as a background medium – it accompanies a potential customer, but it is difficult to attract their attention and persuade them to make a purchase,
- Alternative channels, also based on video, offer broad coverage, better analytics and a better ratio of advertising costs to results.
So, the advantages and disadvantages of television advertising have been presented above.
What should an effective TV ad be like?
The advantages and disadvantages of television advertising are one thing, but its effectiveness is another. Marketers are increasingly creating ads that are inappropriate for the age and education of their target audience. Some ads are targeted solely at teenagers, while others are aimed at older adults. Creating an ad that appeals to everyone is extremely difficult. Therefore, it's crucial to consider the age range a given product is intended for, and then create ads that don't clash with viewers' political views and attitudes. Therefore, ads should be apolitical and subtle, meaning they only present the product's benefits and don't encourage purchases with pre-made slogans. The timing and location of broadcasts are also crucial for the target audience.
Remember!
A good television ad should, above all, attract attention, stand out, evoke emotions, and thus be memorable and encourage purchases. To achieve this, we must pay attention not only to the visuals and communication (adapted to our target audience), but also to the source of the message.
You can decide to broadcast the spot on the TV channel that has the best viewership (for which you have to pay accordingly more) or focus on thematic channels tailored to the interests of your audience.
TV advertising – where will the most viewers and potential customers see it?
According to the Press portal, citing Nielsen Media results, between September 1 and October 19, 2022, during prime viewing hours (i.e., between 18 and 23 p.m. – so-called prime time), TVN was the most popular channel to watch, with 9,55% of the television audience choosing it.
Which other channel made it to the podium?
- Second place – TVP 1 – 9,21 percent
- Third place – TVP 2 – 8,64 percent
Just behind the winning 3 (ouch!) was Polsat with 7,27 percent market share.
When does advertising bring in customers and the greatest profits?
Experts say that television ads generate the greatest profits when they are broadcast frequently for a period of time and then slightly less frequently after a certain period has passed. While frequency is generally key to success in this area, it can also result in the entire campaign costing several million złoty . This is an insurmountable barrier for most companies in the market.
Learn more about the pros and cons of online advertising . It's also worth taking advantage of the power of search engine advertising. PCC advertising and SEO (for online stores and service websites ) are our specialty. Feel free to ask us any questions you have – we'll help you understand them from the inside.
Frequently asked questions about TV advertising
Its main advantages include its vast reach, allowing it to reach a mass audience quickly. Television effectively builds brand prestige and credibility (companies advertising on TV are often perceived as larger and more trusted players in the market), and the combination of image, sound, and motion powerfully engages viewers' senses and emotions.
The biggest barrier is the very high costs – these include both the expensive production of a professional spot and purchasing airtime. Additionally, zapping (switching channels during commercial breaks) and viewers ignoring ads (e.g., leaving the room or reaching for their smartphones) are significant problems.
Although television is essentially a mass medium, it offers certain targeting opportunities. Advertisers can reach narrower audiences by selecting specific thematic channels (e.g., sports, news, lifestyle) and broadcasting spots before and after programs that attract a specific viewer profile.
This is one of TV's key weaknesses when it comes to digital. Unlike online campaigns (like Google Ads or Meta Ads), where analytics allow for precise measurement of every click, conversion, and return on investment (ROI), TV advertising effectiveness relies on estimated telemetry, audience metrics, and brand awareness research.
Due to the high barrier to entry (costs), television advertising works best for large brands with a sufficient budget that offer mass-market products (e.g. FMCG, pharmaceutical, telecommunications) and want to build broad, nationwide brand awareness.
Summary
The above article covers the following topics:
- Television advertising is an impersonal, paid form of marketing that includes commercials, teleshopping, and banners. The average Pole spent 4 hours and 21 minutes watching TV per day in the first quarter of 2022.
- The advantages of TV advertising include shaping social attitudes, broad reach, low cost per viewer, and effectiveness through the combination of sound, image, and motion. The disadvantages include high production and broadcast costs, a short 30-second runtime, television as a background medium, and difficulty in measuring results.
- An effective TV ad should attract attention, evoke emotions, be apolitical, and age-appropriate. The timing and location of broadcast, as well as the selection of the appropriate channel, are key.
- Advertising that airs frequently over a specific period generates the greatest profits. TVN had the highest prime-time viewership, with a 9,55% market share between September and October 2022.
