Recently, Quaintise was given the wonderful opportunity to create a television commercial for one of our leading healthcare clients. It was a remarkable Marketing Strategy that is currently reaping magnificent benefit for the client. So, it got us thinking, are clients second-guessing their decision to use their marketing budget for television advertising with the downfall of todays economy?
Bad Economy Good for TV
Marketing professionals have always said that when the economy starts to take a dive, movies, TV, alcohol sales and advertising go on the rise. Consumers want to escape from the struggles of daily life, and whether it’s going to the movies or having a glass of wine in front of the TV; media companies usually see a decline. Fortunately for us, media conglomerates such as Viacom, NBC, Universal and Time Warner “have not seen any deterioration” in their “current market conditions,” according to the New York Times.
Despite worries of a possible double-dip recession; companies are not pulling back from their television ad spending plans. This strong continuation only demonstrates the resiliency of media even when faced with a downturn and the persistent threat of the Internet to steal viewers. – The New York Times
What does this say about ‘old school advertising?’ Not too long ago we posted an article reflecting on the importance of understanding your audience and understanding where that audience gets its media fix from. Radio, considered to be a non-existent form of advertising, is still very effective for many industries. Television remained a dependable medium for advertisers by remaining at near historical highs in the United States.
Understanding Your TV Audience
In its first 2011 survey of television viewing habits, Nielsen estimates that over the course of the last month 288 million Americans were in a room where the TV set was on for at least a minute, 190 million used a computer at home or at work, and 231 million used a smart phone or other mobile digital device.
Why choose television? Allocating a portion of your marketing budget on TV advertising depends on not only on whether your audience watches television, but if they are actively engaged in what they’re seeing. I have experienced that if you’re in the industry of personal technology or pharmaceuticals, TV advertising is a money machine. Television marketing has proven profitable for several industries. The automotive and financial services industries are also seeing an increase in responses to their TV advertising.
Having a strong understanding of your audience allows you to pinpoint the exact time of day, the exact shows, and the exact campaign that will influence your audience enough to use your services or purchase your product. Television is your greatest tool, waiting to be used. For example, if your target audience is over 50, TV demographics show that the best shows to advertise during would be dancing with the Stars and NCIS. If your target audience is in the 18 to 34 age range, consider time-slots during American Idol and The Office.
If television advertising is something that you believe you have the budget and audience for, come talk to us.
Television is the best option to understand your targeted audience. With the help of Advertising Agencies in Phoenix AZ and Marketing Firm Phoenix, you can allocate portion of budget for TV advertising.