Why TV Has Stayed So On Trend In Advertising

Demographics Drive Direct TV Marketing

Television is a time-tested and proven way to reach exceptionally well-defined audiences when marketing goods, services, and ideas. Ever since it became established nationally decades ago when the BBC began television broadcasting on up to the development of today’s highly defined cable and satellite TV markets, television advertising always has been one of the most effective and popular forms of marketing, and television advertising remains a critically important component of any effective multi-media marketing campaign.

Demographic Television Tracking

The primary reason television remains one of the most effective forms of advertising, including brand response TV advertising and direct response TV advertising, is that the government’s Broadcast Audience Research Board and private organisations continually track and report results of all programming data in the UK. Those reports include very specific demographic data on viewers, including the all-important who, what, where, when, and how, about viewers of specific television programs.

Once compiled, that data enables very specific targeting of viewers via television advertising, and it can help experts to create more effective marketing results. Need to reach young women between ages 16 and 24 in the Greater London area? Demographic data will ensure that is done when matching television advertising to the programs whose audience demographics indicate a good percentage of their viewers will respond favourably, whether engaged in direct response TV advertising or brand response TV advertising.

Advertising and Marketing Formats

Today’s marketers often engage in one of two forms of television advertising: brand response TV advertising and direct response TV advertising. Direct response TV advertising is an older form in which the advertiser issues a call to action to get consumers to respond directly, usually by calling a phone number or logging onto a website to buy something, obtain more information, make a donation, or some other direct response.

Direct response TV advertising usually is done via either a short form or a long form. A short form is a short and more traditional advertisement that last less than 2 minutes and can be repeated often. A long form advertisement last much longer, such as paid programming that can last up to a half hour. Each has its advantages, with short form being more affordable and better able to reach targeted consumers during peak hours, while long form advertisements enable more in-depth product or idea development, cost more, and generally are done during hours when there are fewer viewers, but more of whom are more likely to respond directly.

Brand-Based Television Advertising

Brand response TV advertising is a much newer type of television marketing and improves upon direct marketing by marketing the brand rather than a specific product. The idea is to drive home a particular idea about the provider of goods or services in order to positively influence consumers’ brand perception of its individual goods or services. Brand response TV advertising spots generally are short-form in that they last up to 2 minutes, but they often are on the longer side of 30 seconds to 2 minutes in order to better educate viewers about a brand and get them to respond.

Third-Party Agency Assistance

The best way to get effective results from any form of television advertising is to have expert third-party assistance. Experts, like Space City Productions, have teams of marketing experts available who can devise, implement, measure, and adjust marketing campaigns to maximise their effectiveness and client profitability. They have helped clients like Cadbury, Nestle, Viking River Cruises, Prudential, and many others with their television marketing needs and deliver results via comprehensive marketing services and proven by reliable and accurate marketing data.

Leave a Reply