Television Commercials - What Makes It Effective?

Apple received a 42% market share growth in the very first year they aired the ‘Get a Mac’ campaign. This campaign, along with the Mac vs. PC debate, became one of the most successful ones that boosted the sale of Apple products. Television commercials are a sure-shot way to reach to a large customer base and make an impact. While getting an ad on the prime time television network can be quite expensive, it is not impossible to find out other affordable strategies. 

Whether you are studying marketing or working as a professional in the field, the information given below will help you to enhance your knowledge.

Television Commercials

A television commercial is a popular medium for product promotion. Leading companies like Google have spent a total of $109.8 million for ad buys in 2016 to promote the ‘Pixel’ mobiles. Even in this digital age, big companies rely on TV commercials for promotional purposes.

TV commercials are nothing but advertisements that are broadcasted via the TV. The paid programs are produced by companies to convey a promotional message about a service or a product. The television networks where these commercials are broadcasted get their funds from the revenue generated through the commercials. 

TV commercials typically last for a few seconds or minutes. These commercials are used to promote various services and products to individual consumers.

Usually, commercials include catchy phrases or jingles to attract and persuade consumers. The primary goal is to make a lasting image on the customer base. The power of TV is immense, and as several cable stations are frequently emerging. The competitiveness is on the rise, which is why channels are offering many affordable packages.

Want to know how TV commercials work? Click here.

Importance of Television Commercials

For more than sixty years, TV has held its place as the most significant medium for promoting products and services. After the recent growth of the internet, television hasn’t lost its importance. Here are some of the reasons for which marketers should still go with TV commercials:

• TV commercials have a significant impact- No other medium is as powerful as the television. Any presidential debate on a prime TV channel will attract more viewership than an online discussion. With the right TV campaign, marketers can bring in new consumers and get more market share.
• The popularity of TV is unmatched- More than one hundred and fifteen million households and two hundred ninety million viewers are reached by major broadcasters such as NBC, FOX, ABC, and CBS. Marketers can reach out to a considerable number of potential customers through the TV.
• Demographic targeting - TV commercials can also be used to reach out to audiences living in different demography. Television provides a wide range of programming options. Different channels or shows are created to cater to different tastes. For example, ESPN2 or BBC America is where one can find 30+ American men. Marketers can accurately target their ads according to the requirements of the demography.
• Captivates the audience- A specific TV ad may appear in multiple channels and puts the product under the spotlight even if only for some seconds. This is where it differs from print media, newspapers, or telephone directory. In each of these mediums, the ads are smaller and placed next to the competitors’ ads.

What makes a TV Commercial Effective?

We have come across many TV commercials in the past that have made a mark. Did you ever wonder what makes them so effective and memorable? Here are some of the reasons that make TV commercials effective:

• Humour- Most successful TV ads evoke a sense of humour. These are the ones that make the viewers laugh as well as think at the same time. These commercial are powerful and full of energy. Adding humour to the commercial makes the audience remember it for a longer time.
• Out of the ordinary- Commercials that breaks the pattern are the most effective ones. It is quite challenging to get the attention of viewers and keep them engaged in a TV ad. When the commercial is made in an unusual manner, it definitely does the work.
• Clear-cut commercials- Another key to making a TV ad effective is by presenting the brand clearly. The name, logo, and product must be portrayed throughout the commercial. Marketers should not keep the brand a secret until the end of the ad.
• A memorable tagline- Any catchy tagline or jingle helps to make a TV commercial more effective and memorable. It is best to create an ad using a special icon or catchy tagline. For example, ‘Just do it’ is a famous tagline of Nike that anybody will recognise easily. In the same way, an icon like ‘Tony the Tiger’ (used by Kellogg cereal’s) will also make the ad a memorable one. If marketers use something too common or ordinary, you cannot engage the viewers, and they will forget it immediately.
• Influencer- An influencer will always help to add credibility to the commercial. When viewers see that the individuals they look up to approve of a service or product, it makes a great impact and convinces them to invest in a product or service.
• Storyline- The most effective commercials do not just sell a product, but also tell a story. Having a great story that touches the emotions of the viewers will surely be a memorable one.
• Specific audience targeting- Marketers should make advertisements that target a specific audience. Once they identify this, it is easier to choose where and on which slot should they place the commercial.
• Commercials that address the need of the consumers- A commercial can only be successful if it addresses the needs of the consumers. It should also showcase how the product can benefit consumers and meet a particular need. All this should be done in a memorable and compelling way.

Click here to see the most memorable Super Bowl commercials of 2019.

Here’s hoping that the information provided has helped you to gain relevant insights on Television Commercials.

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