Is it still worth it to invest marketing dollars into tv commercial advertising: Super Bowl Edition
After watching a couple of the lovely Super Bowl commercials, I began to wonder if investing marketing and advertising dollars into tv commercials was a waste. Truth be told, I don't watch commercials anymore, let alone television. However, on the slight chance I do, it tends to be during a major sporting event such as The Super Bowl, a UGA football game or Grey's Anatomy.
However, to not make this all about me and what is true to me, I decided to take a visit to good ole google and do some research. What I found was slightly shocking but also not. According to Adage, 47% of adults between the age of 22-45 "are watching absolutely no content on traditional tv platforms." Even more so, according to CNBC, for those who are watching television, they are finding that mobile usage spikes during commercial times. ""Every 15 or 20 minutes, right when there's a commercial break on TV, you just see this massive peak in [mobile] activity," said Ashish Chordia, founder and chief executive of alphonso."
While the information I've shared has seemed like tv advertising is a thing of the past, I would like to offer a glimmer of hope. I would love to point out a company who is doing exceptionally well in tv advertising.Two words, DILLY DILLY. Bud Light has changed the game with their new Dilly Dilly commercials and because of that Bud Light has gained a ton of publicity and larger brand awareness.
Therefore, if I were to be honest, I believe that companies have the ability to increase brand awareness(therefore hopefully increasing sales) with investing in tv commercials and advertisements. However, they need to hone into there target market, do their research, and be incredibly creative. According to Harvard Business Review, "Ads with a high level of artistic creativity contain aesthetically appealing verbal, visual, or sound elements. Their production quality is high, their dialogue is clever, their color palette is original, or their music is memorable. As a result, consumers often view the ads as almost a piece of art rather than a blatant sales pitch." Going back to my first article, I believe the key to a successful ad is originality, fluency, creativity and authenticity in who they are and their approach to their target market.