When considering the right marketing mix for your campaign, keep in mind that TV is still a powerful component of any successful business's strategy. TV programming is not only relevant but in high demand. Let's look at ten TV advertising facts you may not know that could help propel your business to the next level.
1. TV Advertising Is a Good Investment
TV advertising is a low-risk, high-return investment. The cost of ads can vary greatly and be very affordable for even small businesses. Even better, the effects can be quick and grow over time. The numbers say it all:
- It can increase the efficacy of your advertising by 40%.
- It’s the lowest risk ad investment, with the highest likelihood of return on investment: 70% likelihood within three to six months and 86% over three years.
2. TV Engages Multiple Senses
There are many excellent platforms for getting your message to your ideal audience. Radio engages us with sound and imagination, while print media can provide interesting visual elements and compelling stories. However, TV has the combined effect of engaging multiple senses with motion, sight, and sound. This multisensory effect captures the viewer's attention and increases brand recall and message retention.
3. TV Reaches Larger Audiences
TV reaches mass audiences with a single ad. Americans consume an average of five hours of programming a day, and businesses are projected to spend $72 billion in advertising in 2021 to reach 96.2% of Americans who are watching. Potential customers are also 60% more likely to purchase your product after watching a TV spot than approximately 40% who will purchase after seeing an online or social media ad.
4. TV Ads Are Easily Integrated With Other Platforms
TV ads are easily combined with other platforms for even greater impact and more targeted reach. Your TV message can encourage viewers to interact with your brand and each other on social media by using hashtags or directing them to visit their Facebook page or Instagram accounts. QR codes allow the viewer to instantly be taken to a featured product by scanning the screen with their smartphone. By combining TV and digital media, you take advantage of the more than 70% of viewers who watch TV while using multiple concurrent devices.
5. TV Advertising Isn't Just for Brand Giants
If you think that TV ads are only for the big names, ask yourself how they got that way. It's true that you can do more with a bigger budget, but that doesn't mean what your budget can afford isn't effective. If you aren't convinced, consider the impact of the "as seen on TV" strategy. Direct response TV ads generate a staggering $300 billion in sales each year.
6. TV Advertising Inspires Trust
An important factor in why TV advertising is so effective is that it inspires trust. One study found that 42% of people trusted TV advertising over other media. You don't have to invest in flashy or cutting-edge marketing tactics, either. Customers tend to form long-term relationships with brands that are seen as sincere, like IBM or New York Life, instead of exciting brands like Apple.
7. TV Ads Increase Sales
When smaller businesses need to generate sales significantly and quickly, TV advertising is the most effective method. In a study of 78 brands over 300 small business campaigns, 80% increased their ad-generated sales. Of those, 66% say their TV ad spend represented a small portion of their overall advertising budget. That is compared to the 17% of investment in search, display, CRM, and affiliate marketing that only generated 6% of sales.
8. TV Delivers Impressive ROI
TV delivers $14.34 for every dollar invested, resulting in the highest ROI of all media. Because it reaches a wide audience of engaged viewers, it can create instant interest and sales lift. In one study, TV ads performed seven times better than paid searches and five times better than online ads. While other mediums may be complementary, TV consistently performs well in both short and long-term strategies.
9. TV Engages Its Audience
More than 70% of TV viewers use an additional device concurrently, often engaging with friends about what they are viewing. U.S. millennials watch TV for more of their day than shopping, eating, drinking, shopping, or watching YouTube combined. TV ads also can increase engagement across multiple platforms. They contribute to more than 35% of all visits to company websites.
10. TV Allows You To Target Your Audience
Choosing to air your ad at a particular time of day or program allows you to target a specific market segment. Sporting events can be ideal times to market to one audience, while daytime will be effective for an entirely different demographic. Meredith Nashville will help you target a specific audience or interest.
These advertising facts should reinforce what you already know: TV advertising works. When you are ready to develop an advertising strategy, work with a media partner to get the most out of your advertising dollars.