The astonishing rise of social media and the proliferation of digital marketing ads is well documented. Modern marketers the world over are utilising the in-depth targeting and data-tracking metrics used by the likes of Google and Meta to find specific audiences.
Even away from social media, there are threats to traditional TV advertising. Streaming services like Netflix, Amazon Prime and Disney+ are tempting audiences away from traditional TV channels.
So, the question is, does television advertising still work? Are brands now looking exclusively to digital channels for marketing, and are TV ads dying?
Does TV advertising still work?
In a word, yes. Although we might be a little biased, there are irrefutable pieces of evidence to suggest that TV isn’t going anywhere any time soon.
According to reports, the TV advertising market will grow globally from $122.04 billion in 2022 to $129.78 billion in 2023. The Global TV Group found that television reaches approximately 70% of Europe’s population every day. So it follows that ads on TV are being viewed by significant audiences day in, day out.
And, according to legendary marketer Sir John Hegarty, although brands are turning more and more to digital options, there are still reasons television advertising offers something different. Speaking to BBC Business, Hegarty claimed that when it comes to growing brand awareness, making it more famous and adding value “only broadcast does that”.
Why TV advertising works
The fact is, television is still one of the most common and universal forms of entertainment in the UK and across the globe.
Trust is just one of several advantages of TV advertising. Statista research shows that TV advertising is still considered the most trusted medium, with 35% of respondents stating they trusted adverts they saw while watching TV. This is compared to social media, which had a comparable figure of just 10%.
Over the years, special TV adverts broadcast during significant events have become huge cultural touchstones. From Super Bowl TV ads to the adverts shown during key series finales, brands have often made huge statements and become household names.
TV is one of our favourite pastimes and commands a huge audience. Appearing on television can provide a brand with credibility in the eyes of the viewer. Many brands that are today considered UK household staples have gained popularity and won trust through classic TV advertising campaigns, which proves the importance of the medium.
So, there may be life in trusty old TV ads yet.
What are your thoughts on the TV vs social media advertising debate? Do you think TV advertising is dying? Let us know in the comments below.