Audiences are more diverse and unique than ever<\/a>. They\u2019re diverse in how they consume content and unique in how they want to be reached by brands. But despite this diversity, TV advertising<\/a> remains one of the top ways for a business to cut through the clutter, reach a large local audience, build credibility, create brand awareness, get phones ringing, and get people visiting your website and store.\u00a0<\/span><\/p>\n That\u2019s because watching TV is one of America\u2019s favorite activities. The <\/span>2023 TVB Media Comparisons Study<\/span><\/a> has a handful of exciting findings, including:\u00a0<\/span><\/p>\n Many studies have been conducted, and most of the findings express the same benefits of TV advertising. Because it is a visual medium, a large number of viewers can easily connect to, remember, and be influenced by ads.\u00a0<\/span><\/p>\n Live Sports drive Broadcast and streaming viewership in droves. In fact, in 2022, Sports Business Journal found that 92 of the top 100 largest TV audiences were live sports broadcasts<\/a> reaching more than 370 million viewers. That\u2019s a lot of eyes that are not only watching the game but watching the commercials that come with it. Better yet, you don\u2019t have to place a nationwide ad – a best practice for live sports is creating a <\/span>media plan<\/span><\/a> focusing on local TV advertising during big games.\u00a0<\/span><\/p>\n Data from Dynata found that with Super Bowl ads, there is \u201csignificant support to the idea that people who are more invested in the outcomes of live competitive content carry that engagement over to the advertisements that accompany it. Heavily invested NFL fans were more likely to recall seeing the ad, to like the ad, to be favorable to the brand advertised, to consider using that brand in the future, and to be positive about the ad creative.\u201d <\/span><\/p>\n Additionally, brands focused on national TV campaigns<\/a> don’t have to sacrifice that local appeal. TEGNA has a large range of stations across the United States, so companies don’t have to choose between local and national advertising<\/a>. Large brands can instead tailor their messaging to each demographic to create better television campaigns.<\/span><\/p>\n How often has a commercial jingle gotten stuck in your head? How often has a Super Bowl commercial made you cry? By nature, TV ads are both an audio and visual medium. Because of this, audiences can connect to the content better emotionally. TV also allows audiences to visualize how a product or service can be used in real life.<\/span><\/p>\n TVB\u2019s findings align with what <\/span>MediaScience<\/span><\/a> found when comparing commercials airing via broadcast and streaming on a TV set to the same ads airing on mobile devices. Ads shown on the bigger TV screen saw a 2.2 times higher unaided recall and 1.3 times higher purchase intent. The bottom line? The bigger the screen, the more significant impact it will have.\u00a0<\/span><\/p>\n TV Ad recall could be better on larger screens because there\u2019s limited competition. Instead of being placed in the middle of a social media news feed that could easily be scrolled over, ads on TV are aired one at a time and aren\u2019t necessarily able to be skipped or fast-forwarded.\u00a0<\/span><\/p>\n The study from <\/span>MediaScience<\/span><\/a> found that the \u201cTV environment generated more visual attention as participants watched 71% of the ad, compared to just 30% of digital mobile ads \u2014 likely a result of the full-screen viewing experience versus the distractions inherent with the digital experience.\u201d<\/span><\/p>\n TV opens up an entire world of possibilities in advertising, and it\u2019s not just limited to a 15 or 30-second ad. TV stations offer chances for ads to be integrated into programming with Lifestyle show appearances, content sponsorships, product placements, and more.\u00a0<\/span><\/p>\n Trust is the crucial currency for TV and advertising, and local broadcast news is tops in the category. Among its findings, TVB found that local broadcast news is the most trusted platform for viewers – and this halo effect<\/a> extends to brands that advertise alongside this trusted content.\u00a0<\/span><\/p>\n \u201cAs an advertiser, I value my reputation being put on Show Me St. Louis,\u201d says Kirk Kupsky, owner of iRestore in St. Louis and KSDK partner<\/a>. \u201cSome of the great things we\u2019ve done together have gotten me a lot of good feedback from the community. All in all, Show Me St. Louis has generated a lot of quality leads, but more importantly, we got to help many people.\u201d<\/p>\n That trust translates into serious results. According to Kupsky, website traffic skyrocketed 651%, the phone was ringing off the hook, and he had to hire new employees to handle all of the new business.\u00a0<\/span><\/p>\n\n
What are the Benefits of TV Advertising?<\/b><\/h2>\n
1. Expand Reach by Connecting to Live & Local Audiences<\/b><\/h3>\n
2. Leverage an Audio & Visual Medium<\/b><\/h3>\n
3. High Recall & Purchase Intent<\/b><\/h3>\n
4. Decreased Competition\u00a0<\/b><\/h3>\n
5. Not Limited to Commercials<\/b><\/h3>\n
6. Great Trust\u00a0<\/b><\/h3>\n