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How TV Advertising Works?

 

Thinking of TV Advertising!

Advertising on a television network might seem like the easiest of tasks all one has to do is write a catchy line (Hotel? Trivago.), air the ad on primetime, and wait for the crowd to come rushing into your stores.

If only it was that easy…

Especially for a small business, between limited running time and keeping things suitable for all its viewers, advertisements can prove to be a lot trickier than they appear on the surface.

What Purpose do Commercials serve?

The first and foremost purpose of TV advertising is targeting sales. Every sales pitch on a television commercial hopes to leave such a lasting impression that whenever a customer is out shopping, he subconsciously thinks of the product and ends up buying it.

While hyping a product might be the most obvious role that they play, television ads might have various other objectives as well. For instance, a commercial might be used to inform people about a governmental scheme (does ‘sabka saath sabka vikas’ ring a bell?), or promote a charitable event, or even sensitize people towards a greater cause (like, vishwa yoga diwas), etc.

To define is to limit, right?

 

The functioning theory behind these advertisements is that the more times a commercial is aired, the more it comes across its customers & screen, the more likely they are to consume the product. Already working on limited budgets, it becomes far more crucial for small businesses to determine the right airing time, and whether or not it is reasonably priced.

Another important factor behind the success of a TV ad is the slot in which it is aired. Ever wondered why the morning headlines are riddled with insurance, loans, and marketing-related commercials? It’s because the early morning programs are mostly viewed by people on their way to work.

Or ever, thought about the salon and spa ads featuring in-between daily soaps in the peak of noon, meant specifically for their more at-leisure audiences. Or the tutoring and house cleaning service ads running on-air in the late evening, by the time working parents return from their offices and spend time with their kids.

It’s all for a reason.

Demography of viewers

Notice how in between the adrenaline-fueled sports matches, comes an ad showcases a rather aggressive-looking car with brilliant features; or how after every 10 minutes of a television drama there is an ad glorifying different skin-care products and cosmetics. It is because these advertisements are spotting their audience and aiming straight at them. Bold motorbikes, appreciated more amongst the male demographic, are advertised usually on such sports channels; while the makeup-related commercials are televised on its traditionally dominant daily-soap watching audience: women.

Emotional Impact

According to various advertising theories, there are eight basic emotions that are often displayed in TV advertising: fear, joy, anger, anticipation, surprise, acceptance, sadness, and disgust. Remember how hilarious the antacid-ads are? Or how the anti-smoking commercials blatantly employ the element of fear and sadness together to make people aware of tobacco consumption?

Air Costs

The cost of TV advertising is determined by the popularity of the program during which it is aired. Is it some lesser-known morning horoscope show or a primetime headline? The more popular a show is, the more it costs to run ads between its breaks. Think of the highly anticipated IPL matches or maybe a popular sitcom…the ads that feature in between such programs might cost a good fortune.

It is, however, advised for small businesses to stick to their niche and local program shows, especially if their business is generated within a limited geographic area. In that case, a more expensive primetime advertising sounds plain unnecessary.

In conclusion, all the above factors must be considered well, before venturing into TV advertising.

To know more about TV advertising or pocket-friendly TV advertising service get in touch with Star Advertising. Be it regional or national we are into both.

By Shalini Goswami

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