Advantages and Disadvantages for TV ADs

Television Advertising – Advantages and Disadvantages by Mike Brassel

Advantages of Television Advertising

Some advantages of television advertising include the following:

• Television reaches very large audiences – usually much larger than the audience your local newspaper reaches, and it does so during a short period of time.

• Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience.

• It has the ability to convey your message with sight, sound and motion, and can give a product or service instant validity and prominence.

• You can easily reach targeted audiences. Children can be reached during cartoon programming, homemakers during daytime programming, and insomniacs after midnight.

Disadvantages of Television Advertising

• When you advertise on TV, your commercial is not only competing with others, it is also competing with the viewer’s environment as well.

• Even if your commercial is being aired, viewers may never see it unless it is intrusive enough to capture their attention.

• A minimum amount of airtime provides limited length of exposure and ad clutter.

• The message comes and goes, and that’s it! Unless you buy additional time, the viewer doesn’t see your commercial again.

• Multiple exposures are required to achieve message retention and consumer action. If you don’t reach your viewer at least 5-7 times, you are just throwing money away.

• No station loyalty; Viewers have little or no loyalty to the station itself – especially since cable and Internet can bring dozens of viewing alternatives into the home. For example, viewers will watch a given channel for a program they know will be aired at a specific time. If a football game, popular movie or some other preferred form of entertainment appears on another channel, the viewer will not hesitate to switch channels without leaving the couch.

• The introduction of DVRs and other program recorders often allow viewers to avoid commercials.

• Even when watching “live,” during a commercial break the viewer may choose to get a snack, go to the bathroom, check social media, or have a conversation about whatever they were just watching.

• Because of a larger “area of dominant influence,” the relative cost will be higher – both the terms of airtime and production.

The “glitz and glamour” associated with producing a television commercial makes it one of the most appealing advertising methods. Carefully consider your budget and other options, however, to be sure a TV ad makes sense for your company.

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