Why Advertisers Have Made Television Their Medium Of Choice
If You're An Advertiser, And Would Like To Grow Your Business
Here's A Great Article From The Television Bureau Of Canada
Television reaches virtually every home in Canada. Television offers the greatest range of advertising qualities. It is set apart from the competing media by its ability to offer sight, sound and motion to generate an emotional response. More specifically, advertisers choose television because of the following:
Brand Image: The power of television advertising can be used creatively by advertisers to differentiate themselves from the competition and develop a unique persona that implies credibility, quality and service. By using the qualities of television (sight, sound and motion) advertisers can generate a level of trust, emotion and excitement that cannot be created as well through the use of any other medium. This can help to create a long lasting and memorable brand and corporate image.
Consumers' Perceptions: Canadians enjoy television. The average Canadian Adult Aged 18+ spends 29.5 hours per week watching television (Source: BBM Canada 2011). According to 2011 BBM Analytics OmniVU survey, television continues to be Canadians' most influential form of advertising. The study also confirms that traditional advertising -including television - is seen at the most engaging medium over other major media.
Cost: Many advertisers have the perception that television commercial production costs prohibit their use of the medium. While commercials can be expensive, smaller advertisers with limited budgets can also undertake successful productions. A big idea, with, focus and clarity of message can make the advertiser a winner in consumers' minds despite a very small production budget.
Demonstration Capabilities: The ability to show products in action can easily introduce new products to consumers.
Person-to-Person Communication: Ideal person-to-person communication is achieved through a combination of both the spoken word and unspoken elements such as body language and gestures. With both visual and sound capabilities, television comes closer than any other medium to offering the ideal person-to-person communications.
Retention: People learn through their senses. By stimulating more senses, the message is more likely to be noticed and learned. Television appeals to the sight and sound senses. The combined power of sight, sound, motion and emotion create a synergistic effect that is more effective than when individual senses are stimulated.
Visit the TVB website for all the latest information
about commercial television in Canada at TVB.ca
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