Positive Effects of Television Advertising

Written by john zaphyr
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Positive Effects of Television Advertising
Advertising on television allows marketers to reach a wide audience in a single campaign. (Jupiterimages/Comstock/Getty Images)

Television advertising is not dead. According to a report in eMarketer.com, television advertising accounts for 39 per cent of all advertising expenditures that, through all mediums including print, online, and broadcast mediums, is projected to reach £100.5 billion in 2015. Television, despite the advent of DVRs and online availability, is still an attractive avenue for advertisers looking to reach a wide audience.

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Broad Reach

When television audiences tune in for "event" broadcasts such as major sporting events and the unveiling of winners in reality television shows, advertisers gain exposures to 20 to 25 million viewers or more. That type of broad reach in a single advertising campaign cannot be matched in other mediums such as print, online and broadcast radio, and remains one of the most effective ways to reach a large audience. Even without the big events, television audiences reach in the millions on a typical prime time night, providing advertisers with the types of audiences to launch new products and maintain buzz and top-of-mind awareness.

Brand Awareness

According to a 2009 report in a "Adweek," citing research conducted by the Advertising Research Foundation (ARF), television advertising is first for advertisers in creating brand awareness. To validate its findings, ARF studied results from various agencies across 15 years of research, showing advertisers felt television increased brand awareness. Brand awareness is critical to major television advertising, pushing people to purchase and use consumer products, with everything from luxury cars to hairspray being pitched on TV to raise awareness in the public eye.

Targeted Advertising

Television advertising is also attractive for the level of targeted marketing advertising campaigns can provide. Television audiences are as varied as the shows themselves. Sports, for instance, attract a mainly male demographic, providing opportunities for advertisers to sell products such as beer, cars and trucks, as well as male-oriented movies. Daytime television, prime time soap operas and reality television focusing on entertainment, in contrast, attract a largely female audience, offering advertisers the chance to reach a powerful segment of consumers.

Generating Revenue

According to "Adweek," marketers feel television advertising can help "simplify the buying process," impacting a consumer's buying decisions. Television advertising ranked fourth in 2009 in people impacted per £650 spent in advertising. This effective "bang for the buck" provides advertisers a reason to continue promoting their products and services on television, offering an effective means of generating revenue for their companies and product lines.

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