In the media obsessed culture we live in today, it seems like more and more people are turning to the internet and social media, and more and more advertisers are drifting away from traditional television advertising to digital marketing and SEO.
Even when people are watching TV, they seemingly always are also on some other device, whether it be their phone, tablet, or computer. The question remains on advertisers’ and business owners’ minds, are TV commercials still worth my advertising money?
Good news – TV still is an extremely effective way to advertise to audience. Don’t believe me? Well, in 2015, the results from a study conducted over a five year period from 2010 to 2014 by the Marketing Analytics company MarketShare showed TV “remains the most efficient vehicle through which to drive consumer purchases, out-delivering digital media (display and social), print and radio.” This study was highlighted in depth in an article by AdAge and featured by CNBC and AdWeek.
In fact, the study found that when comparing performance across similar spending levels, TV averaged four times the sales lift of digital advertising. Other interesting information from the study showed that TV advertising was particularly effective for automotive brands, especially luxury brands. This may seem a bit unbelievable, but this is not saying that online and digital advertising is ineffective. This is simply saying that TV advertising is still the best ROI and most efficient way to market your brand and your product.
Nevertheless, MarketShare goes on to stress in their study that this does not mean you should simply throw all your ad dollars into TV advertising and forget about radio, print, and digital. A well-balanced strategy incorporating all of these channels is the strongest way to build your brand and sell your product. The point simply is don’t move those advertising dollars away from TV just yet!
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