TV advertising: Not worth it in 2023?

Let's start by making sure we're all talking about the same thing:

The famous TV advertising format is a video presenting a company's product or service, in order to provoke the viewer's desire. So far, basic.

Video advertising on television is broadcast between two television programs or during a program. There is no defined duration for a television broadcast. Everything will depend on the communication objectives of the companies and their targets.

Well, as we all know, companies' advertising campaigns tend to be more internet-oriented nowadays. According to crazy rumors, the TV spot is on its way to extinction, just like radio advertising, print advertising... and other types of traditional advertising. 

This is not true!

The massive reach and familiarity of television commercials still make them a reliable source of news and information.

Every day, television brings together 76% of the French population, or 44 million people.

The French spend 04h28 each day to watch TV contents, live on a TV set or in replay on another digital screen (we on our side like to watch Top Chef in replay... for example).

It is therefore the perfect combination of daily coverage and viewing time that gives the TV medium its power.

(Source / TV: Médiamétrie - Global video 2020 (September - November 2020) / MYTF1: Médiamétrie - TV ratings - Average year 2020)

Good reasons to advertise on TV

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1. TV advertising allows you to be known very quickly

Are you interested in developing your reputation?

Advertising on television allows millions of French people to know your brand. Faced with the competition, the presence of your company in the mind of your customers will be decisive in influencing their choice.

Broadcasting an ad on TV is also considered a guarantee of quality and confidence for your consumers: the "seen on TV" effect brings a more credible image of your proposal, because it is broadcast in an environment that speaks to the largest number of people, safe and alongside programs that bring the whole family together on the sofa!

42% brand recall on TV (vs. 23% on Youtube)

+ 39% increase in brand attractiveness

(Source: TF1 PUB 2020 Engagement Study - Mind Insights Institute)

2. TV advertising boosts your sales

In 2020, a study conducted by Ekimetrics during 6 years and on 150 brands showed that investing 1€ in TV advertising brings you on average 5,2€ of turnover.

Not bad, right?

A second study, this time published by the SNPTV in 2020, shows that a TV campaign generates an average of +20% of sales in the short term and that 2 out of 3 sales generated by advertising in France are thanks to TV advertising.

In short, efficient!

3. TV ads boost traffic to your website

You are very proud of your website, you know the levers like social networks or Google Ads to increase traffic to it ... but did you know that on average, an advertising campaign seen on television generates :

+ 65% more traffic to your site

+25% of search engine queries

(Source: Realytics, based on 350 campaigns from 120 advertisers)

4. TV advertising in general improves the effectiveness of all your ads

Is your dada communication on Google, or in press, or are you top on Instagram?

Communicating on TV amplifies the effectiveness of your advertising campaigns on all other media.

Seeing you on TV to later see you on another media boosts your levers to :

+15% in press

+15% in display

+20% on online video

+25% on social networks

+40% in radio

(Source: SNPTV TV Advertising Effectiveness & ROI - 2019)

Segmented TV advertising

Since August 2020, segmented television advertising is a reality in France!

Before that, television advertising was only segmented by channel. That is, all viewers of these TV channels watched the same advertising campaigns at the same time.

Segmented TV advertising brings a new feature, and not the least: targeting.

The marketing advantages of segmented TV advertising are simply undeniable. They allow you to quickly reach a specific target.

This makes it possible to create advertising campaigns that are less expensive, but just as effective!

On the viewer's side, it's the assurance of seeing more relevant ads, because they are designed for them. 

So yes! Two households watching the same TV channels simultaneously may not watch the same commercial and TV is a digital medium like any other

And even if segmented TV advertising is not intended to concern all advertising, by the end of 2022, segmented TV will concern about 20% of households (14 million people).

That is to say, households that have a sufficiently recent box and that have given their consent for personalized advertising to be presented to them.

LET'S MEET!

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Television remains an influential medium for increasing your awareness among a large audience, and it is worth considering it in any effective & impactful communication plan.

Yes, even in 2023!

Many opportunities are available to be present on the TV channel and we can help you to express yourself on this audiovisual medium and accompany you throughout the process: artistic creation, film making, and also media plan strategy, media buying management and follow-up...

amap communication works with art directors and directors who are specialized in advertising!

Let's talk about it!