How prime time TV commercials fuel brand’s marketing strategy
By Seun Johnson
While some believe television advertising is taking a back seat, brand strategists and media buying professionals maintain that prime time television ads still hold a unique and powerful role in a brand’s marketing strategy.
As a matter of fact, this tv advertising spot remains a valuable avenue to connect with broad audiences, drive brand recognition and amplify campaign messages in ways that digital ads cannot achieve.
Prime time is the evening hour mainly from 7 to 11 pm when millions of families gather after going through the hustle and bustle of the day, to unwind, and tune in, to view their favourite TV channels. This crucial time slot majorly attracts the largest number of viewers, making it a prized space for advertisers aiming to reach a large and diverse audience at a go.
While social media and online streaming have diversified viewing habits, prime time TV remains a staple that allows brands to reach consumers on a grand scale, especially those who may not be engaged online. It is a platform that offers an unrivaled opportunities for brands to make a memorable impact.
According to Adebisi Peters, Associate Consultant/Production lead, ChainReactions Africa, marketing activities involve long-term plans and action which is not just to sell or promote a brand but to actually connect with customers. He explained that before now, TV used to be the most popular and effective medium but as time evolves, social media seems to have overrun the traditional media.
Nevertheless, he believes that brands using primetime for their ads primarily focus on a target audience they are confident will be watching TV at that time, particularly the elite, who may spend less time on their phones but keep up with news and current affairs on television.
In his words: “These elites or High Network Individuals (HNI) are those who would connect more with those brands. For instance, brands that are targeting people within the age of 40-60 will likely get the attention of their target audience at that time. These audience always retire to their TV while at home to keep themsleves abreast of the development. So for brand marketing strategy, it makes them connect more with their target audience. But in this era, those target audience are HNI, elites and veterans.”
Speaking further, Peter pointed out that primetime TV advert enables prospective consumers connect or have a recall of that particular brand. He said if a brand could run primetime adverts repeatedly within a day, it will convey popularity and recall function to consumers and will make that brands resonate with them.
On her part, Oseriemen Binitie, a Digital Marketing Strategist identified recognition, credibility and emotional connection as parts of strategic roles a primetime tv ads plays.
Also giving his professional views, Babatunde Sherrif, Business Director, Starcomm Media Perspectives hinted that Prime time advert is important because it gives brand the maximum opportunity to be seen by the potential target audience. He noted that prime time remains the best time the audience is more receptive to advertising messages and can trigger positive actions for the product uptake.
“A good number of audience are reached during this period,” he posited.
According to industry research, viewers still regard TV as a more trusted source of information compared to social media platforms, which can be prone to misinformation and distraction.
Regardless of digital transformation, prime time TV ads have evolved rather than being swept away by the digital wave. They remain a powerful asset for brand marketers, especially those looking to reach a broad audience in a credible and emotionally resonant way.
From building trust and credibility to sparking emotional connections and amplifying multi-channel campaigns, prime time TV ads continue to play a significant role in a brand’s marketing strategy.
RECOMMENDED ARTICLES
Comment
No comments found.