The power of TV and the big idea

Still being the worlds favourite form of video, our Head of Creative, Katie, discusses why TV advertising is just as powerful as it always has been.

Television has always been a powerful tool for brands, and it looks like this won’t be changing any time soon. There’s no other channel that can perform as well as TV - every major study into advertising effectiveness concludes this. The IPA’s ‘Media in Focus’ (2017) report found that investing in TV increases effectiveness by 40%, making it the most effective medium. And, to counter any notion that the rise of digital alternatives may negatively impact the place of TV and traditional media, the report found that TV advertising is actually becoming more effective, especially when used in combination with online video.

The creative big idea: fuelling TV advertising success

At the heart of every impactful TV advertisement lies the creative big idea – a concept that is bold, memorable, and resonates deeply with the target audience. Whether it's a catchy jingle, a heart-warming story, or a humorous narrative, the creative big idea is the driving force behind a successful TV campaign. According to Nielsen’s analysis from its Catalina platform, ‘creative quality is the most important factor for driving sales’, taking 47% of the total.

By leveraging creativity, advertisers can not only capture attention but also shape consumer perceptions and attitudes towards their brand. A good TV ad has the power to attract new customers and re-engage old ones, whilst also building trust in the brand as TV ads carry a higher level of credibility than other marketing channels.

Whether it's through visually stunning cinematography, thought-provoking storytelling, or innovative use of technology, creative TV ads can spark conversations, foster emotional connections, and drive brand loyalty. And brands are aware of the power that a successful TV ad can hold - from 2015 to 2020, the total TV spend more than doubled for direct-to-consumer brands.

TV content goes digital: harnessing the power of cross-channel marketing

‘The global TV Deck’ databank shows that TV, in all its forms, is the world’s favourite video. Based on the available data, TV accounts for 90% of the average viewer’s video time. Even for millennials, who are most likely to experiment with all forms of video, TV still accounts for the largest proportion of their video time, at around 73%. Over the past decade, TV has proven impressively resilient. Despite the emergence of SVOD services such as Netflix and the arrival of online video platforms such as YouTube, TV consumption has remained steadfast around the globe.

However, as noted earlier, TV can prove most effective when used in conjunction alongside online video. As viewers increasingly consume content across multiple platforms, brands are seizing the opportunity to extend the lifespan and reach of their TV ads. By re-purposing TV content for digital and social channels, brands can reach audiences where they are most active and engaged. Whether it's through YouTube pre-roll ads, Facebook video campaigns, or Instagram Stories, TV commercials can be tailored and optimised for different platforms, ensuring maximum visibility and relevance.

Moreover, the interactive nature of digital and social media allows brands to deepen engagement with their audience, fostering two-way conversations and eliciting real-time feedback. By integrating TV advertising with digital and social strategies, brands can create cohesive, omnichannel experiences that resonate with consumers across the entire customer journey.

In conclusion, TV advertising delivers the most profit, at the greatest cost efficiency, and for the lowest risk. ‘Profit Ability: the business case for advertising’ (2017) by Ebiquity and Gain Theory, found that television advertising is the safest (lowest risk) ad investment, with the highest likelihood of profit return (70% likelihood over 3-6 months; 86% over 3 years). I think it’s safe to say that the power of TV advertising is as strong as it ever has been.