Television advertising is a powerful tool for marketers to reach a large audience, with commercials typically lasting 30-60 seconds and strategically placed during prime programming. Professional production is important to create memorable and effective ads, and visual and audio interest is crucial. The cost of running a TV commercial varies widely, from a few hundred dollars to several million for a Super Bowl ad.
With billions of loyal viewers spread across every continent, the medium of television is considered by many marketers to be the ultimate platform for targeted advertising. A single 30- or 60-second commercial telecast during an event like the Super Bowl or the Olympics can easily reach the eyes and ears of billions of potential customers. Television advertising can be more expensive to produce and broadcast than other forms of advertising, but it also has the power to connect with the largest audience at once.
Television advertising is similar to radio advertising in the sense of delivering a specific sales pitch in a limited period of time. Most TV ads are 30 or 60 seconds long, long enough to provide viewers with relevant information or build a specific opinion about your product or service, but not long enough to lose the viewer’s attention. TV commercials are typically placed at strategic breaks during prime programming and a few minutes until the top of the next hour.
Visual and audio interest is very important in television advertising. Instead of employing a single voice-over actor to read the advertising copy over a musical bed, the actors can create a visual image that further enhances the appeal of the advertisement. Images of a happy family gathering around a dinner table can enhance the appeal of a new line of canned soups, for example. An attractive man surrounded by beautiful models can suggest the sexual allure of a new cologne.
Because television viewers can easily discern a cheaply produced television commercial from regular programming, many television advertising agencies employ professional copywriters, directors, and actors to produce professional-caliber commercials that viewers will remember long after.
Even if the images or copy appear to have little to do with the actual product or service, viewers often recall shocking or nostalgic or humorous images in an advertisement. A popular 1970s television ad featured a brooding football player named Mean Joe Greene accepting a soda from a young fan. The inspiring imagination created a favorable impression of the soft drink, even though she only appeared in the actual commercial for a few seconds.
Television advertising is similar to radio advertising in other ways. Due to time constraints, most TV commercials must be exactly 30 or 60 seconds long. Advertisers pay TV stations to “strip” commercials during a set number of local breaks, which is why viewers tend to see more locally produced commercials during the night or afternoon hours. During the prime time hours, commercial breaks are typically filled with commercials produced for national or regional clients. The cost of running a television commercial on a given station can range from a few hundred dollars for a small local station to several million dollars for a single television commercial that aired during the Super Bowl.
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