TV
For years, television was considered to be the king of advertising media. To run a successful campaign, you had to be present on the small screen, both nationally and locally. The 30-second format was the norm, and considerable budgets were spent on both production and media buying.
These days, with the advent of social networks – YouTube leading the way – television has lost some of its appeal. Brands generally spread their budget across a number of media rather than allocating it to a single expensive medium.
At Spike, without wanting to come across as reactionary, TV commercials are still part of many of our media plans. Obviously, we carefully avoid the 30″ national prime-time show, which costs a fortune (unless the budget stretches that far, and if that’s what you want, then don’t hesitate to call us right now on +32 2 536 08 10!). We tend to opt for short commercials (which are cheaper to produce and broadcast) and focus on key broadcast times to reach your target audience.
With a reasonable budget, it’s still possible to broadcast television adverts and then shore up your campaign with other media such as social networks, radio or the press.
In addition to 30″ and shorter formats (10″ and 15″), here is a non-exhaustive list of the possibilities offered by television:
- Long commercial (> 45″)
- Weather sponsorship
- Sponsorship of programme announcements
- Sponsorship of TV programmes
- Product placement
- Scrolling banner on a programme
- News editorial/report (long commercial providing detailed information)
- Split screen (the programme continues on one side of the screen and your commercial is shown on the other)
Thanks to the growing number of possibilities, TV remains an attractive medium when it is intelligently integrated into a wider campaign. So, whatever your budget, and if your target consumers actually spend time in front of the television, this medium will be considered as part of our strategy.
Tell us if you’ve done this before and what the results were.