TV Advertising – Effective Or on the Way Out?
TV Advertising – Effective Or on the Way Out?
By Eric Herskowitz
Recent studies have shown that the effectiveness of TV advertising has decreased over the last few years. The industry has been forced to adapt to the ever- changing market and is experimenting with any advertising methods that take into consideration video on demand services and DVRS, that give the viewer control over the advertisements. There is a rapid migration of advertisers to the web and the TV marketing must adapt by including ads in on-line streaming video as well as embedded ads in Video On Demand Services.
What is alarming to the TV industry is the fact that teen viewing has dropped off tremendously while they are spending much more time online than the average viewer is. One of the bright spots for TV advertising is the increase in prime-time advertising spending, that particular allocation has increased over the last 10 years while viewers have dropped over 50%. Advertisers are now getting smarter with targeted advertising, program sponsorship as well interactive advertising that is on the rise. They are also seeking commercial ratings rather than just program rating to better measure the effectiveness of their campaigns.
The key to successful advertising on TV seems to be its ability to adapt to the changing viewing habits and new technologies that have emerged over the last 5 years. The changing landscape does require rethinking the traditional TV advertisement by the networks as well as the advertisers. We should expect to see new and innovative ways for the advertisers to get their message out to the viewing public regardless of where they do their viewing.
Look for advertising to keep pace with the rapid change in technology from this point forward. The networks miscalculated the effectiveness of traditional TV advertising but have rapidly caught up with the changes that have taken place and should be able to stay ahead of the curve with proper planning and participation in the development of certain new technologies that have yet to hit the By being part of the new trends instead of standing on the sidelines and trying to adapt they will have to drive the development of new technologies that benefit everyone and keep the industry alive and effective well into the future.
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