Why Do Advertisers Still Favor TV Ads Over Internet Advertising?

Ad agencies and digital experts often pooh-pooh traditional, offline advertising methods such as TV commercials. But despite the prevalence of internet advertising and social media, why do so many advertisers continue to invest heavily in television campaigns?

Why TV Ads Still Reign Supreme

While much of the digital world might think TV and other traditional forms of advertising are obsolete, smart businesses have done their research. And let’s be clear: They have found that offline advertising can be a rich source of leads and sales. Despite this, top advertisers on TV, including digital giants like Facebook, Apple, Google, Wayfair, and CandyCrush, continue to pouring millions into TV commercials.

Imagine a slot machine where you get back $5 every time you put in a $1. Would you keep playing? That’s almost the mentality of advertisers when it comes to certain TV slots. Networks price their advertising slots based on the “cost per thousand” (CPM), reflecting the number of people viewing the program. This means that the amount of money advertisers spend is directly tied to how many viewers they can reach, which is still a vast number. So, when you see a ‘digital’ company like Google spending heavily on TV ads, it’s because those slots work.

The Reality of Ad Watching

When people say they skip “all” ads, they often misunderstand or misinterpret their own behavior. While many assume they skip commercials every time, studies have shown that people often don’t skip them as frequently as they think. WATCHING commercial-free content requires active choice and sometimes a feat of vigilance. For example, during live broadcasts, most viewers don’t have the option to skip commercials unless they use a streaming service like a DVR, which isn’t always the primary choice.

Further, even those who claim they 'never watch commercials' are often familiar with the ads. According to studies, people tend to forget they've watched commercials more than once and often discuss and seek out these ads on social media or other platforms. This shows that the initial advertising efforts have already paid off in terms of awareness and potential engagement.

Marketing Research Insights

People are often bad predictors of their own behavior when it comes to advertising. Surveys and studies show that people often respond ideally on how they should behave rather than how they actually do. So even if you think you play that immaculate skip-commercials game, the reality is that millions of people still watch TV ads and then claim they don’t. Advertisers are aware of this and still leverage the effectiveness of TV ads, which is a testament to their continued success.

Of course, it doesn’t mean that internet advertising is ineffective. But the truth is, TV ads have a unique and collective power that internet ads can't fully replicate. They capture the attention of an entire audience at once, in a way that segmented online ads can't. And this collective attention can lead to unforgettable brand impressions.

Conclusion

The trope that advertising is 'evil' or 'insidious' is a silly, hipster stance. When used correctly, advertising can benefit all parties involved. The next time you walk into a store after advertising its products or services, ask yourself: Did I know about this product because of a commercial? The answer is likely yes, even if the commercial was subtle. Advertising is the primary way consumers discover the products and services they need or want. So, don't write off traditional advertising as outdated just yet. It’s a tried-and-true method that still works wonders for many businesses.