How to Effectively Use TV Advertising

Posted by Jim Matuga

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Oct 31, 2014 12:02:00 PM

As a former General Manager of an NBC affiliate TV station, I must confess:  I do not watch a lot of TV these days.

That said, On Monday evening as I was flipping through the cable channels at home, my thoughts drifted to marvelling at the sheer amount of different programming options available today.  With sattelite TV, cable, NetFlix, iTunes, DVDs, etc, I wondered - what others are watching today.  

So, I asked.  On Facebook.  I recieved almost 100 comments to my question:  "Quick poll: What is your favorite TV show?"

Favorite_TV_Show 

Ten other popular shows that were mentioned in FB post:

  1. Downton Abbey
  2. Agents of Shield
  3. Two Broke Girls
  4. Criminal Minds
  5. Grey’s Anatomy
  6. Modern Family
  7. Sons of Anarchy
  8. The Middle
  9. Nashville
  10. Big Brother

To see the post in its entirety, follow this link:  https://www.facebook.com/jimmatuga?fref=ts

Clearly, TV has a huge hold on consumers today.  There is so much programming thrown at consumers it is hard to keep track of which shows you need to TiVo daily.  You may have three favorite TV shows on Tuesday, and two Thursday.  With all this programming comes advertising. 

Now, traditional media, like TV, is not exactly dead.  However, you have to know how to market yourself effectively if you choose to use television.  You will be making a considerable investment, but if done correctly, you have the chance to achieve significant Return on Investment (ROI).

TV_Advertising

First, some statistics.

  • The average American spends four and a half hours a day in front the television
  • 99% of all U.S. households have at least one TV 

TV advertising has the means to be a huge persuasive tool for your business, product or service.  Here, we will look at the pros and cons of TV advertising.

  1. Video sells to peoples’ emotions much better than print or radio advertising does.  For this reason, TV offers an effective way to tell your story to potential consumers.  It is more engaging than newspaper advertising for sure.  
  2. With TV advertising, you can tell a wide range of consumers about your business, product or service, demonstrate benefits and show packaging all in one commercial.
  3. On the flip side, you need a good script so you don’t come off as tacky or cheap.  You must highlight a good offer.  Content is key, as with any form of marketing.  You need to get your story out in the most effective way possible to make viewers want to give in.  Therefore, usually hiring an advertising or marketing agency is key here to produce a professional commercial with an engaging script.  It is worth the investment.
  4. Another pro is that TV advertising can reach specific demographic groups.  With the growing number of cable TV channels and niche programming (As mentioned in my Facebook poll example), you are offered the opportunity to purchase lower-cost ads that still reach certain demographic groups.  Whether you need to reach women, men, the younger generation or seniors, there is a channel fit for your commercial.
  5. As with any form of marketing, repetitiveness (Frequency) is crucial.  When a viewer sees a commercial more than once, they’re more apt to remember it.  Therefore, you are going to want to buy an effective TV schedule.

TV ads can add instant credibility.  Many people see being on TV as a sign of prestige.  TV ads can also show personality.  They are a great way to be creative.  Just make sure your sense of humor doesn’t turn to tackiness.

How to effectively use TV advertising?  In conclusion, when done right, TV advertising has the chance to reach millions because of how much programming is offered to consumers today.  They are watching almost five hours of TV a day!  The chances of your commercial being played and seen are huge.  Just make sure it is targeted to the right audience, it is professionally produced, tasteful, and creative and your business may gain credibility for your service or product.  To learn more about us, click here.

Learn how iam can help you create TV ads that get results   

Until next time,

~Jim

 

Jim Matuga

Written by Jim Matuga

Jim graduated from the Perley Isaac Reed School of Journalism at West Virginia University with a bachelor's degree in advertising and is a 31 year resident of Morgantown, W.Va. He has extensive experience in leadership positions with media companies in newspaper, television, cable, direct mail, radio and web. Jim is 52 years old and is involved with the Morgantown Area Chamber of Commerce, PACE Enterprises, Rotary Club of Morgantown, West Virginia BASS Federation and the West Virginia Miracle League.

Topics: Strategy, TV Campaign