Four Reasons TV Advertising Should Be Part of Your Marketing Strategy

It’s easy to overlook traditional TV advertising. However, the magic of the screen persists, and here are four key reasons why it should be part of your marketing strategy.

No one disputes the effectiveness and obvious results of marketing via social media channels. It’s plain to see. But, TV advertising remains a powerful tool for brands to reach their target audiences and make a lasting impression. With the average viewer watching more than two hours of TV a day, the potential impact of TV ads is still strong.

While some may argue that TV advertising has lost its relevance in the digital age, we’re here to tell you otherwise. TV ads still have that magnetic pull and the ability to drive growth just as hard as your social ads. So, let’s spill the beans on why TV advertising deserves a prime spot in every marketer’s toolkit.

Captive Audiences and Lasting Impressions

Attention spans are declining and scrolling fatigue is definitely a thing, but TV viewers are a captive audience. They aren’t flipping through channels or skimming content; they’re tuned in to whatever they’re streaming and have to watch the ads. So, they’re ready to absorb your message.

According to Thinkbox, the average household watches an impressive 2 hours and 19 minutes of TV per day. This extended engagement provides a golden opportunity for brands to craft narratives that resonate and linger in viewers’ minds.

Imagine your potential customers, comfortably settled on their sofas, engaging with your brand’s story for an uninterrupted span of time. This is where the magic of TV advertising shines. 

There is no need to stop the scroll. 

But you do need to craft something captivating enough to stop the tea-making. 

Through a well-crafted TV ad, you can take your audience on a journey that involves not only visuals and sound but also emotions. From heartwarming narratives to thought-provoking visuals, TV ads possess a unique capability to evoke emotions that stick around long after the screen fades to black. 

Think of the impact and impression the eagerly awaited John Lewis ads have on the nation.

Reaching a Wide and Diverse Audience

While digital platforms offer precision targeting based on demographics, interests, and online behaviors, you might assume that the same can’t be said for TV ads. 

But, when marketers work with Adsmart from Sky, they are dedicated to helping your business achieve its advertising goals by helping you select which households will see your TV campaign, ensuring that your message is relevant to the audience and that you’re not paying for views within households that won’t be interested in buying your product or service.

For example, if you’re a replacement window company, home ownership is an important attribute to consider. Or if you’re a theme park or leisure venue, the age of children in the home can be a key factor to target.

TV also transcends the digital divide. Not everyone has constant access to the internet or social media, making TV an essential medium for reaching segments of the population that might otherwise be overlooked. By including TV advertising in your marketing strategy, you’re ensuring that your message reaches those who might not be reachable through digital means alone. 

Building Brand Authority and Trust

Trust is the cornerstone of any successful brand-consumer relationship. Establishing and nurturing this trust requires consistent exposure and a sense of reliability.

TV advertising, often seen as a hallmark of established brands, can contribute significantly to building brand authority and credibility. 

According to eMarketer, a staggering 70% of consumers say that they are more likely to remember a brand if they see it advertised on TV. The asssumed cost of producing and airing TV ads implies a level of financial commitment that also reassures an audience. 

But it doesn’t have to be for the big boy brands, and it shouldn’t be. TV advertising can be relatively affordable for smaller brands because of the ability to target a specific audience niche and size. Think of it as similar to your PPC ads, you pay for what your audience sees and you can cap that spend. Making pre-planning your marketing budget a breeze. 

Additionally, the ritualistic nature of TV viewing lends itself to creating a sense of familiarity. When viewers repeatedly encounter your brand’s ad during their favourite shows, it fosters a sense of reliability and familiarity. 

Repetition breeds trust. 

​​But here’s an added bonus: the creative investment you make in crafting a compelling TV ad doesn’t stop at television screens. Once you’ve got that impactful TV ad in your arsenal, you can repurpose and leverage it across various channels. From your social media marketing campaigns to your website and other promotional endeavours, that single TV ad becomes a versatile asset, maximising your creative efforts and delivering even more value to your brand.

Amplifying Sales Potential

While the digital realm has revolutionised marketing, it’s important to recognise that TV advertising can generate up to 10 times more sales than digital advertising, as HubSpot highlights. This statistic underscores the immense sales potential that TV advertising holds, and it’s an opportunity that should not be underestimated.

Case Studies: Leveraging AdSmart from Sky for Effective TV Advertising

The effectiveness of TV advertising is not just a theoretical concept but a proven reality. Deliveroo, the renowned food delivery platform, harnessed the power of AdSmart from Sky to precisely target households within specific distribution areas. This strategy not only maximised budget efficiency but also eliminated wastage, resulting in a positive impact on brand perception. The initiative led to an impressive 84% increase in Deliveroo being perceived as an innovative brand and an 87% increase in the perception that customers could get whatever food they wanted, whenever they wanted. 

Similarly, Peloton, a leader in the home fitness market, utilised unique data insights provided by AdSmart from Sky. This data-driven approach enabled Peloton to optimise their TV campaign, targeting and engaging with the home fitness market. The result? A 49% increase in purchase consideration and a 20% increase in actual conversion metrics.

Embrace the Lasting Power of TV Advertising for Your Marketing Strategy

While digital marketing continues to develop innovative strategies and data-driven insights, the power of TV advertising should not be forgotten or underestimated.

It offers a unique opportunity to captivate audiences, reach diverse demographics, and establish brand authority. As you craft your marketing strategy, consider the magic of the screen and how TV advertising, especially when coupled with sophisticated targeting tools like AdSmart from Sky, can complement your digital efforts and boost campaign performance.

Don’t let the opportunities of TV advertising slip through your fingers. Reach out to the wizards and let’s collaborate on a TV advertising strategy that stands out, making a lasting impression on your audience’s hearts and minds. Book a FREE discovery call today. 

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