When deciding on a television advertising buy in the past, media buyers had a short time. Three to five stations made up the “world” of television options. Later on, satellite and cable entered the scene. More than 85% of houses had cable and satellite in the not-too-distant past. This number is declining as streaming becomes the newest advancement in television consumption.
Although we still watch TV, there is a significant difference in how we do it. The truth is that more people are streaming than ever, watching TV all day long on various devices and networks.
Modern media buying now faces new opportunities and challenges due to these changes in behavior and options. Creating a brand awareness campaign for TV involves a lot of strategy and planning due to the increased number of streaming alternatives, variations in targeting and platforms, and audience fragmentation. No matter how people watch their programming, TV is still one of the most influential media options for raising awareness when the necessary ingredients are present.
The audience is still very interested in television programming on traditional linear TV (broadcast, cable, and satellite) or a connected TV device (OTT streaming). We now have more methods to reach them. This does create some difficulties, and many advertisers may think, “Which format is best?”
Here are some contrasts, benefits and drawbacks, and best-use scenarios for television in various formats, including broadcast, cable, and over-the-top streaming (OTT).
Since broadcast television was the first way to watch shows, many advertisers think that paid alternatives like HBO and HULU have displaced broadcast television. Contrarily, broadcast TV continues to offer top network shows, in addition to news, sports, and specialist programming. Broadcast stations can reach every home for free, especially if the house is within the station’s signal area or with the help of an antenna. It’s also a “brand safe” atmosphere, pertinent, and “live.” Additionally, local news is broadcast through broadcast stations, making broadcast almost irreplaceable. Many people still tune in to these stations, often for the morning and evening news, and may not know they can get the signal without cable membership.
Broadcast television is still a powerful tool for reaching a sizable audience for advertisers. You can tailor your advertisement to air during particular programs (TV shows), to specified age groups, and inside particular DMAs because 99% of homes have access to broadcast channels (think large geographic regions). A broadcast is a good option for brand awareness initiatives focused on huge audiences and geographic coverage areas due to its demographic targeting and reaches capabilities.
The most proper technique to reach a large audience; is people watching live, which means they are interested in and watching advertisements. Live programming, a brand-safe environment, and timely/relevant material
Cons: Can be costly; no geo-targeting options; material may be scarce during peak viewing hours like news and prime time.
Best-Use Case: Retail promotions and brand exposure in nearby Designated Marketing Areas (DMAs).