Companies all over the world spend millions of money on adverts. While small companies that do not have enough resources have adopted other forms of adverts such as sales promotion and use of social media to reach out to customers, the big financially stable companies use televisions to make adverts. This is mainly done by buying commercial times in between TV programs with the aim that they will reach the customers who were watching certain TV shows at particular moments. However, studies have shown that 84% of the TV viewers click on their remotes to change channel they were watching whenever there is a commercial break ( Labeeb et al., 2013 ). This is because the viewers prefer a non-disrupted viewing of their favorite programs and see these commercial breaks as an annoyance. However, research done on the importance of watching TV ads have shown that it is actually of value for viewers to watch these ads rather than change the channel. While many people consider commercials as a form of disruption in their TV programs, watching these ads can create value to the viewers which can be of great benefits into the future.
The first benefit of watching the TV adverts is that it can help the viewer make the right purchase decision. Television adverts are influential to the viewers' purchase decisions and therefore provides an opportunity for an individual to make the right purchase decision based on the content of the adverts ( Bentolila et al., 2013 ). For example, one may be indifferent between buying a Toyota surf Hilux and Lexus. But after watching an advert of the two on a TV commercial breaks, the viewer may have an informed decision on which of the two to buy. While the TV ads are usually divided between the local and national time slots, many of the ads are specific to selling certain products or services. When a company buys times slots that are in between the specific times of the shows, they are likely to reach out to the customers and influence them to purchase the products using well-placed adverts. Watching the commercials is therefore useful as it can help an individual make the right purchase decision. For example, watching the advert of the cars below can influence the viewer to make the right purchase decision about the products.
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TV commercial adverts can also help the viewers increase their awareness of the current brands of products in the market. This is because companies that have come up with new brands usually spend a lot of time and money advertising these new brands and products on the televisions. By skipping the channel during the commercial breaks, the viewers miss on the opportunity to know the current brands of products that are in the market and make an informed purchase decision (
Chen & Ylänne, 2012
). The viewers may get the chance to know of any better product that has been introduced into the market and increase the awareness of the latest brands that are trending in the marketplace. This is important especially when the viewer wants to make a purchase decision or when he/she wants to explore a new product that has just arrived in the marketplace.
Another benefit of watching commercial TV ads is that it allows the viewers to continue watching their TV shows after the end of the commercial breaks. When one changes the channel due to a commercial break, they are more likely to miss out on the program that they were watching, and the chances of getting a more alternative channel with a better show than they were watching are limited ( Cartwright, McCormick & Warnaby, 2016 ). Therefore, by sticking to the channel even during the breaks will not only make the viewer to make an informed purchase decision and increase awareness of the current brands, but it will also allow the viewer to continue enjoying his/her favorite TV program after the break. The viewers who turn on a highly rated channel can be less likely to be affected by the commercial ads and are therefore less likely to click on to other channels. This is because clicking on to other channels to find something else to watch may be costlier for the viewers in that as they spend time exploring alternatives, they are missing out on the ongoing shows. By sticking to the same channel and watching the commercial ads, they have the opportunity to learn more about new brands while they also have a complete view of their favorite TV show. At the same time, some TV ads are usually funny, especially those companies that use a cartoon to advertise. Such funny ads can be appealing to the viewers and create a good experience ( Chen & Ylänne, 2012 ). This can leave the viewer in a more appealing state to continue enjoying the program he/she was watching before the commercial break started.
In conclusion, many people tend to see TV adverts as a disruption to their TV programs with a large number of people clicking on to other channels whenever there is a commercial outbreak. However, by doing this, they are missing out on a lot of things. First, watching these adverts allows the viewer to make informed buying decisions about a set of products in the market. It also provided the viewer with the opportunity to understand the new brands in the market before making a purchase decision. This is important to the viewers whenever they want to buy any product or service.
References
Bentolila, I., Zhou, Y., Ismail, I. L., & Humpleman, R. (2013). U.S. Patent No. 8,495,680 . Washington, DC: U.S. Patent and Trademark Office.
Cartwright, J., McCormick, H., & Warnaby, G. (2016). Consumers' emotional responses to the Christmas TV advertising of four retail brands. Journal of Retailing and Consumer Services , 29 , 82-91.
Chen, C. H., & Ylänne, V. (2012). Consumerism v. constructing older age: a case study of over-fifties life insurance TV advertising. In Representing Ageing (pp. 36-52). Palgrave Macmillan, London.
Labeeb, I. K., Mehta, M., Matveev, V., Miryala, S., Mustafa, Y., Gogoi, A., ...& Zhou, Y. (2013). U.S. Patent No. 8,495,679 . Washington, DC: U.S. Patent and Trademark Office.
