In a digitalized era, it is natural for many to question whether TV commercials are actually worth the resources spent on them.
When considering the flexibility that digital solutions offer in terms of real-time measurement and optimization, it is a legitimate concern whether TV commercials have an effect (and, not least, how that effect is measured).
Nevertheless, TV commercials have significant potential due to their reach and credibility, but measuring the effect of these commercials and evaluating their return on investment can be difficult.
In this article, we focus on how to get the most out of TV commercials.
The Purpose of TV Commercials
To explore the effect of TV commercials, it is necessary to have a well-thought-out strategic plan for how the commercials should be broadcast, as well as their intended purpose.
For example, is the goal to increase brand searches, attract more visitors to a website, to a physical store, or to an app?
When it comes time for the TV commercials to air, it will be important to isolate the commercials from any changes in other concurrent campaigns.
This is to ensure that the real effect of the TV commercials can be measured under as “normal” conditions as possible.
TV commercials often work very well with other concurrent campaigns on social media or similar platforms, and they can help build additional credibility for your company’s product and strengthen purchase intent.
Measure the Effect at Different Levels
The effect of the commercials can broadly be measured at three levels: micro, macro, and business effects.
Micro Effects
Micro effects are those that can be measured immediately after the commercial airs. The influences can be examined by looking at metrics such as brand searches, visitors, downloads, inquiries, etc., before and after the commercial launch.
Macro Effects
Macro effects are those that unfold over a longer period, perhaps even only after the commercial has been shown multiple times.
TV commercials often attract users with a high purchase intent, so there may be an opportunity to track an increased conversion rate over time.
In this regard, it can be helpful to use surveys during checkout or in email marketing to gain insight into where customers first became aware of your brand.
Business Effects
Business effects concern the impact your company experiences on brand identity, recognition, and user loyalty.
Improved performance and customer lifetime value (CLV) can, in this context, arise as a result of successful TV commercials.
Is It Worth the Resources?
So, back to the initial question: Are TV commercials worth it?
TV commercials have significant potential due to the size of the broadcast platform, and when used in conjunction with other campaigns, they can strengthen the brand’s identity and recognition among users.
If you have the resources to invest in TV commercials and follow up on their effect, they can greatly contribute to strengthening a brand’s position.
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