Yes, TV advertising is efficient… but in Prime Time : “too much is too much”!

Yes, TV advertising is efficient… but in Prime Time : “too much is too much”!

I regularly read articles where people complain about TV advertising growing inefficiency. And they tend to “condamn” TV in whole. I think that those people are mostly wrong to condamn the media in itself.

The issue is not a supposed growing desinterest of the consumers in front of television advertising, the issue is that all the ad agencies and media agencies continue to exclusively recomend to their clients to go on Prime Time for their communication. And this is wrong, for sure!

Who can believe that consumers are fascinated by the constant “carpet bombing” of ads they have to watch during the evenings ? Who can imagine that a 10 minutes slots with 20 or more different ads followed 15 minutes by another 10 minutes slot, followed 15 minutes after by … can be efficient any more ?

The problem of TV advertising is not that it has lost its efficiency it is that … TOO MUCH IS TOO MUCH…

At

TVLowCost, in each of the countries where we have open, we demonstrate to clients that they should stop listening to their High Cost traditional agencies and media agencies who continue to recomend them going on the evening Peak Time programs.

We show to the clients that if they go on day time, or on night time, they will be able to speak to the consumers in a much better moment. Consumers are more relaxed, available, concentrated and “ready to do something for us” than during the evenings! And it costs far less, oh yes, far less! Why traditional High Cost agencies and media agencies continue to ignore the benefits of a wiser media planning evitating Prime Time ?

Uhh, good question !

I believe because it is less “sexy”, it is less “easy”, it is less” money consuming” (and agencies are paid on proportion of the total media budget), it is less “visible” by other creatives (never forget the collective obsession of ad agencies to impress other creatives with their “brilliant ideas” in order to get creative Awards to fill their loby entrances and meeting rooms…).

But the economical crisis is there, the “necessity to cut the unnecessary costs” is everywhere.

The “Low Cost Attitude” is growing among clients, and we are the only ad agency network built for that state of mind! So, please do not complain about a supposed less efficient TV advertising, it’s false, but complain about your High Cost advertising agencies and … fire them!