As a media director of another ad agency Erickson, placed regional spot TV campaigns for many of the motion picture studios such as 20th Century Fox.
Local TV clients included a major Chevrolet dealership, Denver’s largest dairy, and a Denver radio station.

Television  Advertising Advantages

television photo

Mass Appeal: In addition to the 98.9% penetration rate among U.S. households enjoyed by television in general, 83.7% of these homes are multi-set households. (Nielsen Media Research, 2011)

Reach Vehicle: TV reaches 92% of the population on a daily basis.(Television Bureau of Advertising, 2011)

Big Events: Programs such as the Super Bowl or popular series finales can reach a large mass of audience.

Visual appeal: TV has the ability to capture attention through sight, sound and motion.

Water-cooler appeal: Broadcast has the ability to generate next-day conversation about nightly programming, especially popular programs.

Credibility: Perceived accountability with well-accepted audience measurement metrics.

Television Advertising Disadvantages

Fragmentation: Marketers distinguish between Broadcast TV and Cable TV because of the differences in the way they are bought. Broadcast TV is generally sold locally by one staff for one station. Cable TV is typically sold locally by one staff for all the advertising-supported cable channels. On the other hand, viewers do not differentiate between Broadcast TV and Cable TV channels. Time spent viewing Broadcast TV is being divided among Cable TV channels.

Diminished: Consumers’ broadcast television time is being further diminished by Video On Demand (VOD), video games, Internet video downloads, and Internet browsing.

Commercial Avoidance: As many as 38% of all U.S. TV homes are now equipped with digital video recorders (DVRs). The commercial “zapping rate” when programs are seen on a delayed basis is 50-70%. (TV Dimensions, 2011)

(advantages and disadvantages courtesy of RAB)