What Factors Affect TV Advertising Sales?

Malcolm Tatum
Malcolm Tatum

TV advertising sales are often important to the generation of revenue for businesses both large and small. By making effective use of the medium of television, companies can connect with consumers and provide the incentive to buy the goods and services offered by the company. When designing a TV advertising sales approach, there are several factors to keep in mind, since these factors can influence just how successful that advertising is in generating revenue.

To be effective, TV ads must engage consumers and encourage them to stay tuned, rather than switching channels or engaging in other activities.
To be effective, TV ads must engage consumers and encourage them to stay tuned, rather than switching channels or engaging in other activities.

One of the key factors that affects TV advertising sales is how easily the advertising engages consumers. Ideally, the commercials, or even longer advertising events such as infomercials, must provide incentives for the consumer to keep watching, rather than switch to another channel or engage in some other activity until the advertising is complete. In order to create advertising that is engaging, it is important to create what is known as a customer profile, considering attributes such as age, gender, race, economic bracket and a number of other characteristics that the ideal customer is likely to possess. Targeting the ads to reach the right consumer markets will make a big difference in how much revenue is generated by the advertising effort.

How well the TV ad engages consumers can impact whether it drives an audience to purchase a product or service.
How well the TV ad engages consumers can impact whether it drives an audience to purchase a product or service.

Another key factor to consider is choosing the right channels for the advertising. Here, understanding the demographics that those channels serve will go a long way toward making the TV advertising sales effort successful. Depending on the nature of the products offered, choosing to place the advertising with both cable and broadcast channels may be a viable option. As Internet TV begins to command more attention, advertisers may find this type of medium also worth attention.

Even after choosing the channels that will air the advertising, placement of those commercials is also crucial to the effectiveness of TV advertising sales. Making sure the ads air in conjunction with certain programs will increase the chances of reaching the right target audience. While it may cost more to place the advertising with certain television programs that generate high levels of viewership, the returns can be significant, especially if the majority of the targeted consumer base is likely to watch that program.

There is no one ideal strategy for TV advertising sales that works in every situation. Companies should work closely with marketing and advertising professionals to determine when and how to use television advertising to best effect, then come up with ads that are highly likely to connect with the right types of customers. Assuming those ads are strategically aired on the right channels and during the right time slots, the chances of generating considerable sales are greatly enhanced.

Placement during the correct programming to reach the right viewers plays a role in TV ad effectiveness.
Placement during the correct programming to reach the right viewers plays a role in TV ad effectiveness.
Malcolm Tatum
Malcolm Tatum

After many years in the teleconferencing industry, Michael decided to embrace his passion for trivia, research, and writing by becoming a full-time freelance writer. Since then, he has contributed articles to a variety of print and online publications, including wiseGEEK, and his work has also appeared in poetry collections, devotional anthologies, and several newspapers. Malcolm’s other interests include collecting vinyl records, minor league baseball, and cycling.

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