Leveraging primetime TV ad to boost consumer participation

By Olatoyosi Oladapo

Emotional appeal, higher reach across every demography, growing audiences, uniquely creative amongst many others are outstanding elements that set primetime advertising on TV apart.

According to a survey, primetime and adjacent to primetime cover almost 80% of television viewers. This implies that primetime slots still command a good sense of viewers. Advertisers with the interest of boosting consumers’ participation can still leverage primetime advertising on TV.

In a chat with players and experts in the media buying and planning subsector of the Nigerian marketing communication industry, MARKETING EDGE discovered a high level of effectiveness in primetime advertising despite the ever-changing technological ecosystem.

Kelechi Heaven Kalu, a Senior Executive, Content Strategist and Copywriter at Quore Media, while giving an insight into what TV primetime advertising is, said one of the primary reasons primetime advertising has been effective is due to the sheer number of viewers tuning in during the programme.

“These advertisers can capitalize on that to increase brand awareness, deliver compelling messages and ultimately drive sales. Prime time slots are often associated with high-quality content, which can enhance the credibility and perception of the advertised products or services. The credibility and trust associated with primetime content cannot be overlooked. Being featured alongside popular and trusted shows can enhance the reputation of brands and establish a sense of legitimacy. This halo effect can positively impact consumer perception and ultimately drive ROI,” he said.

On her part, Oladunni Olaifa, Marketing Lead, QVT Media, said that primetime advertising on TV is key for any brand looking to drive an effective marketing ROI.

“TV has a growing audience and provides brands unique creative avenues to showcase their products and services. Utilizing timeslots that have the most eyeballs therefore ensures reach is attained. TV still has the highest audience in Nigeria with over 70million viewers on a monthly basis across both terrestrial and cable.

“Primetime and adjacent to Primetime covers almost 80% of this viewers with very few exceptions for some programs which are outside Primetime slots but still command a good size of viewers. Advertising during these times ensures that brands have access to the maximum number of eyeballs that are critically the purchasers and or head of homes. This means a sale is most likely during this times as you are talking to the decision maker,” she explained.

Joseph Sanni, Brand Management (Strategy/Planning), MediaFuse Dentsu International also shared his thought on the effectiveness of primetime advertising on TV.

“TV has proved to be the most effective channel. This is partly because TV is the only medium delivering the highest reach across every demography. Based on its role, TV is the only medium that emotionally appeals to every target audience through it audio visual chemistry. Due to the effectiveness of primetime, innovations on how to effectively maximize primetime would keep emerging. Research has shown that primetime are more appreciated because of its high rating and the strong affinity of content display.”

Sanni, however, hinted that the effectiveness of primetime advertising is dependent on the level of creativity of the ad.

“TV has the ability to build trust for the brand and has a way of creating lasting memory when the creative is right. Data has shown that human attention span is very short. In order to tackle this, straight forward copy are recommended on TV. Another means of effectiveness is when advert is placed on primetime. It advisable to place advert in the first 15 minutes into the programme. Above all, primetime advertising on TV is still very effective if done the right way,” he explained.


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