Paying More For Much Less: The New TV Commercial Strategy
from the 30-seconds-ain't-worth-what-it-used-to-be dept
As TV and ad execs fret about the fact that TV commercials aren’t particular effective these days thanks, in part, to things like TiVo and YouTube, it seems that some are discovering there may be more value in giving consumers less. That is, advertisers are recognizing they can get a lot more bang for the buck by giving consumers more of what they want (the actual content) and less of what they don’t (the intrusive ads). Philips is experimenting with sponsoring a few different shows, where part of the sponsorship means much more airtime for the shows, and fewer commercials (all from Philips, of course). Effectively, they’re buying up the commercial airtime, and using a large portion of it to give back to the show. It’s a strategy that makes some sense — recognizing that giving people more of what they actually want makes sense. It also works well for the early adopters like Philips who get an extra bump from stories like this one about the experiment. However, what will be more interesting is whether or not it still works for them long term. It’s certainly possible. By limiting an entire show’s advertisers to a single company, that company is much more likely to get its branding message across, even with much less time. That, in turn, should be valuable to both the advertiser and the network (who should also end up with happier viewers not forced to skip around as much).