Within 20:00-21:00, I watched a live comedy show on TV that was interrupted for five times with 5-7 minute commercial breaks. The advertised content involved cars, foods and snacks, cosmetics, banking services, household appliances, and personal hygiene items (soap, shampoo, odor spray), as well as social advertising. Each commercial break included 10-20-second repetitive ads. Proctor & Gamble products covered 25% of all ads, KIA, Hyundai, and Ford (15% altogether) were repeated twice each, foods and snacks covered another 25%, and the rest of the commercial time was distributed among cosmetics, banking services, household appliances, and personal hygiene items. Social advertising ad appealing to blood donors occupied mere 2%, and was repeated twice throughout an hour. All the repeated commercials were identical apart from the one advertising banking services. Two different ads were broadcasted twice and held the same amount of creativity.
Overall, the commercials fitted the target market watching the program as they were primarily aimed at middle-class families and homemakers daily using the advertised items and services. Popular products therefore matched with the popular comedy show broadcasted during prime time. By promoting commercial products during popular shows, advertisers target wider audiences beyond their target markets (Bittlingmayer 2008). Such popular programs and shows create a worthwhile background for promoting commercial products. The same goes with social advertising appealing to millions of healthy people capable of donating blood. This indicates that TV advertising remains a powerful source of building a competitive advantage for the recognized brands capable of investing in prime time advertising. The commercials serve as a sort of reminder inducing average-income families to buy more. At that, I would recommend the advertisers to diversify their promotional content and make it more creative instead of broadcasting the same boring content for hundreds of times. The latter feature deters millions of actual and potential watchers who turn to watching the same programs and shows online.
Use your promo and get a custom paper on
"Television Advertising".
- Bittlingmayer, George. Advertising. In David R. Henderson (ed.). Concise Encyclopedia of Economics (2nd ed.). Indianapolis: Library of Economics and Liberty, 2008.
