Many business owners find themselves wondering if TV advertising is still as effective as it once was. The reality is that TV marketing still has just as much power as ever. Television is still the second most profitable advertising medium in the United States. It continues to reach a large percentage of consumers -- around 120.6 million homes in the U.S.
An immense reach allows you to gain more viewers at one time than you can through many advertising formats, making it a highly effective way to get the word out about your business. Have you considered how TV advertising can benefit your business and make it easier for you to reach your target audience?
TV's reach is still massive. Just one ad spot can have a considerable impact. In many cases, it means reaching members of your target audience, as well as introducing your business to new eyes. On average, Americans watch about five hours of TV per day. What’s more, 60% of consumers are likely to make a purchase after viewing ads on TV. Audiences also have a higher level of trust in TV ads over other mediums, particularly digital ones.
TV is the world's favorite source of video. It reaches all ages and demographics. Millennials and Gen Z are still TV viewers, too. The trick to capturing these younger audiences is simple: you must pay attention to how and what they're watching. For example, around 88% of consumers watch TV with another device in hand. For you, as a marketer, that could mean more potential to reach your target audience and a better way to engage them with your ads.
When you put ads on TV, you also have a captive audience. Most people, when watching TV, are settled in and waiting to see what happens next in their preferred programs. They're unlikely to change the channel or walk away since that could cause them to miss something important. As an advertiser, you can take advantage of that captivity to get your message in front of potentially interested viewers.
Even with streaming services or YouTube, TV consumption is still high. It grew substantially during the coronavirus pandemic, with many adults watching around 4% more television overall than they did before the pandemic. Many viewers are likely to continue with those habits.
TV viewers are loyal and attentive. For many, TV is an event: a way to wind down after a long day. For example, it’s a great way to settle in and connect with family members or friends in the evening. It also continues to be an important part of the American culture: a comforting way to escape for a few hours, even amid otherwise difficult times.
Trustworthiness and Influence
Consumers are more likely to trust the brands that they see on TV versus online. Audiences assume that to advertise on television, those brands must have legitimate products and services. Online, consumers are taught to be skeptical of every advertisement that comes their way.
While they know those ads can connect them to valuable products and services, they need to do their own research before confirming that a brand is legitimate and may need more social proof. As a result, they may be less likely to trust those ads and the claims they make in general. Appearing on TV, on the other hand, lends your business a strong sense of legitimacy.
Your television ads also have a profound influence on consumers because of the emotions they evoke. TV ads can make people laugh, cry, and be memorable for years to come. For this reason, they can invite consumers to connect more fully with everything your brand has to offer. Audiences will be more likely to make a purchase or engage with your brand.
Capture Your Audience’s Attention With TV Advertising
TV advertising is definitely worth integrating into your marketing strategy. TV is still relevant for brands who want to stand out, show what they can offer, and encourage consumers to trust them. TV brings your business entirely into the spotlight for an allotted time, with no other competition for that moment!
What better strategy could you use to connect with your consumers and ensure that they have a high level of trust in your brand: one that will increase the odds that they will turn to you when they're ready to purchase in your industry.