Advantages and Challenges of Television Advertising

Justin Steinle has achieved success in marketing and business development over the course of a 25-year career. Justin Steinle comes to his work with experience in and an in-depth knowledge of multiple media channels, including television.

Television has been helping companies to reach broad audiences since the middle of the 20th century. Data suggests that it remains the most prominent medium in the majority of American households, despite the advent of laptops and mobile phones. More than 96 percent of households own a television set, and the average daily watching time is more than four hours.

All of these statistics translate to a diverse captive audience for the advertiser, while the creative potential in the medium allows for the customization of a message. Using video, audio, text, and graphics, as well as engaging talent, the advertising professional can craft a spot that stays in the mind of the viewer and creates positive associations with the product or service.

It is important for the advertiser to carefully design each element of the message, as a television ad can be costly to produce. Any changes would require complete re-design and re-shooting of the message, which can be prohibitive for many companies. 

Fortunately, careful design also gives the advertiser a chance to ensure that the advertisement is as interesting as possible. This factor is crucial because many television viewers actively work to avoid commercials, unless the commercial is exciting enough to inspire consumers to seek it out or watch intentionally.