10 Reasons TV Commercials Are Less Effective Nowadays
Years ago having a strategically placed television advertisement was like marketing gold. However, a recent survey showed that 78% of advertising executives and marketers feel the effectiveness of traditional 30 second television spots is waning.
Here are 10 of the reasons why advertisers are considering other methods of marketing to offset the cost of television advertisements:
DVR-Enabled Skipping – As digital video recorders become more and more common in households, viewers are watching far less live television. One of the selling features of these devices is the ability to skip the commercial breaks in pre-recorded programming; as a result, fewer people are actually watching television commercials.
Clutter – Another problem, according to the Association of National Advertisers, is known as “clutter.” Too many commercials within a commercial block are thought to lead to brand confusion and the loss of a viewer’s attention.
Video-On-Demand Use – In addition to digital video recorder devices, using television provider-sponsored On Demand options are on the rise. This programming is typically commercial free, or has limited commercial interruption.
Streaming Services Are Becoming More Popular – With the advent of streaming film and television technology like Netflix and Hulu, the traditional television model has been turned upside down. While some streaming services offer limited commercial spots, many are completely ad-free.
Legal Episode Downloads – The issue of illegal piracy aside, the legitimate and legal download of television episodes via the iTunes and Amazon stores, just to name two, have become very popular. Once again, these options reduce the amount of time spent watching “live” television.
Concerned Ad Execs Slashing Budgets – Dueto concerns about rapidly-dropping effectiveness, advertisers are slashing their television-dedicated budgets. Instead of running high-quality year-round spots, many have opted to air pared-down spots throughout the year in favor of a large investment during high-viewership events such as the Superbowl.
Advertisers Shifting Focus – It’s not difficult to spot the incredible amount of product-placement in film and television these days; characters drive Ford cars and drink Pepsi products blatantly. This isn’t coincidence, it’s because the advertising higher-ups have decided to shift their focus and budgets to more visible methods.
Execs Want More Targeted Ads (But Don’t Want to Pay For Them) – While advertisers would like to air more ads targeted to specific demographics at peak viewing times, many don’t want to pay the premium demanded by networks. Fear that the format is losing effectiveness leads to reluctance to invest; this reluctance to invest leads to less visibility, which feeds the cycle.
Attempts at “Viral” Marketing Can Go Sour – The most successful “viral” marketing campaigns were targeted at very specific audiences, and most of their success was the result of the sheer originality of the concept. As traditional advertisers caught on to the phenomenon they watered the format down and lost the qualities that made those campaigns effective in a bid to widen their scope.
Break Time! – As a whole, Western society has become somewhat conditioned to view commercial breaks as their break. Those lengthy, cluttered promotional blocks offer ample time to grab a snack, get a refill, or hit the restroom. If nothing else, it becomes time to scan through the other channels with the ease of the remote control in our hand.
Television ad time is still expensive and obviously still being purchased, but its effectiveness has definitely been on the decrease, while internet advertising campaigns continue to be on the rise.