Over the years, people have argued that TV has decreased in popularity and therefore lost its advertising power. In the debate on TV advertising, two perspectives take form; one states that TV advertising has declined in effectiveness whereas the other argues that TV advertising remains the most significant marketing channel. I support the view that TV advertising remains the trusted network for advertising with good reason.
Unrivaled Reach
There has been a resurgence of new advertising mediums over the past few decades (Thinkbox, 2017). The TV medium has had to evolve to compete with these new emergent forms (Kim et al., 2017). However, despite the ease or simplicity with the other advertising mediums convey their messages, they have not been able to reach the sheer size that television advertising manages (Durand, 2017). According to a study about the effectiveness of different advertising mediums, 75 percent of consumers suggested that TV ads are more likely to reach them.
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Engagement
Television advertising beats other marketing mediums with psychological engagement (Thinkbox, 2017). The reason why TV advertising is preferred and does so well is that the viewer is psychologically involved and present with a TV ad (Kim et al., 2017). TV ad engagement uses viewers emotions to bring them into the presence of the advertisement, for instance, an advertisement about a pain balm with facial expressions of the character expressing pain will reach a viewer emotionally as compared to a regular post (Durand, 2017). Without involvement, the ad has a limited impact on viewer behavior.
Popularity
A television remains to date the world’s most popular video medium. It accounts for over 90 percent of an average viewer’s video time (Thinkbox, 2017). For this reason, TV advertising extends beyond a short length ad to peeking in TV shows and movies (Durand, 2017). Most telemarketers prefer it for advertising especially during special hours when the viewer volume is expected to be high.
Impact
Television advertising builds and grows brands and keeps the brand image in viewers’ minds a lot longer than internet sponsored posts or web searches (Thinkbox, 2017). In an example, one may associate with an ad for Coca-Cola when they see it on television compared to the internet or outdoor posters (Durand, 2017). For this reason, major and new companies invest in traditional television marketing as it builds their brands.
References
Durand Stacy (2017) “Do TV well and all of your digital marketing boats will rise” Retrieved 14, November 2018 https://spinsucks.com/marketing/tv-advertising-vs-digital-marketing/
Kim J. Ahn S. Kwon E. & Reid L. (2017) “TV advertising engagement as a state of immersion and presence” Journal of Business Research , Vol. 76 (67-76) Elsevier
Thinkbox (2017) “Why TV remains the world’s most effective advertising” Retrieved 14, November 2018, https://www.thinkbox.tv/News-and-opinion/Newsroom/Why-TV-remains-the-worlds-most-effective-advertising
