TV – The Media Format That Rules for Marketers

In the past 2 years, almost half of advertisers have allocated more of their media mix to TV. Marketers indicate that this media format offers unique effectiveness. However, TV is under increasing pressure and marketers responding to a recent Association of National Advertisers survey explained how TV media space providers can increase their share of marketing dollars.

Here are the specific numbers advertisers provided with respect to how they treated the TV budgets since 2009:

  • Increased TV budgets: 47%
  • Level budgeted: 30%
  • Decreased: 23%

The survey also found some differences between the business-​to-​consumer merchants and business-​to-​business marketers. Specifically, because B‑to‑C operators target a broader consumer base, the media format may be more effective for them. This explains why 64% of B‑to‑C operators have increased their ad budgets recently. Only 27% of B‑to‑B marketers have done so.

TV has been under some threat, though. Marketers worry about effectiveness especially because consumers are either splintering their time by simultaneously using other devices (67%) or using technology to avoid ads (56%).

But Bill Duggan, Group Executive Vice President, ANA, notes "Even with the risk of competition from other media platforms and the use of DVRs, there are still many opportunities for marketers to optimize TV into their marketing mix." Marketing executives who participated in this survey noted that they’d like to receive feedback on individual commercial ratings. (82%).

In general, this group also felt that the top opportunities associated with TV advertising were “comparable metrics across all media, and video /​ commercials extending to the Internet, mobile devices, etc.”

[Source: TV is Still top Media Choice for Advertisers. Ana​.net. 24 Oct. 2011. Web. 31 Oct. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.