The widespread reach of social media is undeniable. It has permeated nearly every demographic, from grade schoolers to grandparents – and everyone in between. This fact alone proves the incredible benefit of social media marketing, but does it also prove that TV advertising will soon be a thing of the past? With social media continuing to gain popularity, have TV commercials fallen by the wayside?
As it turns out, the two can exist in harmony, with big brands often combining forces to create a well-rounded campaign. Read on to learn more about why the most successful brands haven’t abandoned TV advertising, and why you shouldn’t either.
Why Haven’t Big Companies Gone Completely Digital? Surprisingly, TV Ads Still Important
Here are some compelling reasons why the best-known brands still rely on TV advertising, even in today’s increasingly cyber-centric world:
REASON #1: TV ADS BOOST CREDIBILITY IN CUSTOMERS’ EYES
Because TV advertising often comes with a high price tag, many customers assume that a brand must be thriving if they can afford to air commercials. Whether this notion is true or not, it adds a sense of prestige and legitimacy – which are major assets to brands trying to stand out in the crowded marketplace.
REASON #2: TV STILL HAS A MASSIVE REACH
While social media is becoming increasingly prevalent, there are still over 304 million television viewers in America, according to 2018 data. Despite naysayers’ claims that TV watchers are decreasing in number, studies actually show that viewership is on the rise. Social media’s reach, however, still lags behind, with about 209 million American users.
REASON #3: TV IS A VALUABLE PART OF AN OVERALL MARKETING STRATEGY
Just because big brands still shell out equally big bucks for television ads, it doesn’t mean that TV eats up their entire ad budget. The most successful campaigns are comprehensive, delivering a consistent message across various mediums. For instance, it’s hard for consumers to ignore an ad campaign that they see on a billboard during their commute, a Facebook ad that makes them slow their scroll, and a TV commercial during primetime. Here at Motivated Marketing, we often recommend a mix of traditional and digital marketing. This approach offers the best of both worlds, combining the reach of traditional marketing with the targeting capabilities of its digital counterpart.
REASON #4: TV VIEWERS STAY TUNED THROUGH AD BREAKS
While many TV viewers complain about commercial breaks, research shows that people watch them – and many enjoy them too! Think of it like an unspoken agreement: viewers are willing to watch commercials in order to enjoy the television show that bookends them.
REASON #5: THERE IS LESS “NOISE” ON TV
Each ad break only features a few commercials, so the competition to stand out isn’t as fierce as it is on social media. Facebook and Instagram, for instance, are full of ads, with the average user encountering dozens in just a few minutes.
REASON #6: TV VIEWERS ARE OFTEN OLDER AND MORE FINANCIALLY STABLE
Even though social media is now popular among Americans of all ages, the primary target is a younger crowd. TV advertising resonates best with an older audience – one who typically has more money to spend.
REASON #7: TV REGULATIONS ARE LESS STRICT THAN SOCIAL MEDIA’S
Because messaging is typically determined by the medium, brands are sometimes able to say things on TV that they wouldn’t be able to on social media. This gives them more freedom to think creatively and convey a message that stands out.
All-in-All TV is Still a Big Marketing Platform
No doubt, major companies still use TV ads. TV is still a king in it’s own right.
Now let’s not get mistaken, they still value social media. It’s just that both are important to run simultaneously.
Indeed, social media is a big deal, however, TV still has a substantial audience – like millions of people who watch it. When you see an ad on TV multiple times, it helps you remember the brand better. TV also feels more trustworthy and credible to many people, especially older folks who might not use social media much. TV ads use both pictures and sound, making them more emotional and memorable, and they can reach a lot of people all at once, which is great for big campaigns.
Even with social media, people still spend a lot of time watching TV, so companies can still get their message across to a wide audience. TV advertising is also useful for targeting specific local areas. Plus, companies have been using TV ads for a long time, and they can easily measure how well the ads are doing using TV ratings.
So, trust us when we say TV and its marketing power aren’t disappearing anytime soon!
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