TV advertising makes sense yet?

26. August 2008 | From Tino Kressner | Category: Communications

This paper deals with the actual condition of the traditional television advertising and raises the question whether this is still in a price / performance ratio stands.

Advertising studies often aim at the mere memory of the recipient and the number of contacts with an advertising message from. If the customer does not respond to an advertising message reply, but only consume, it is his image to the brand or product characterized, but the sender does not know in what form and direction. Even worse, the habit of dealing with the advertisement. Go during the commercial breaks on television to the toilet?

Each spot is on average 30 seconds in a block match thus approximately twelve clips. The TKP on television in 2006 was 10.72 euros. Turn so as for the American television series CSI, on average, two million to the TV, it would be 30 seconds for the 21,000 euros and RTL deserves an advertising block with about a quarter of a million euros.

The advertising on the radio or on television will continue, while the recipient of its neighbor to the washing room is located. As times goes so fast quarter million down the sink. On 3 November 1956 ran the first commercial on German television. Meanwhile, the TV broadcast hours to 20,000 a year have grown and the use of the TV audience has changed enormously. Peter Kuhlmann, chief of the Media Agency 4CE, explains: "The media diversity as the number of advertising contacts explode, the media are increasingly used in parallel, and the window of the consumer attention is becoming smaller." So the TV is increasingly being used only passively, and incidentally on the Internet surfing. "With the advent of the Internet, the current business models in the communications industry survived," begins the promotional W & L journal entry on her "The business models of the future." As an important basic trend was the "Consumer Empowerment in a study by media agency OMD found.

Incidentally, turns a CSF-meter users in the washing during the commercial break is not the product, the price is the advertising industry just 65 euros (1 person for about 6,000 people). The ratings are measured by the Society for Consumer Research (CSF) using a CSF-meter, according to the statement of Gehrhard Graf (media research GmbH & Co. KG) for about 4,000 households in Germany is placed.

Do we ever television advertising was still active? I would like to briefly introduce various theories.

Overflow of advertising messages

As consumers, we will, according to the viral-marketing book author Sascha Langner with 2,500 - 5,000 advertising messages per day confronted. So we are consciously and unconsciously, a week already twelve hours with advertising. If you are sleeping, we are herausrechnet than any ninth minute in contact with media advertising. Can we afford to commercial, the product or the statement is still to remember buying?

Advertising is customary

The German journalist and aphorisms Wolfgang Reus is on television advertising humorous quotes: "And there would be no television advertising - you would not know when to go to the toilet is." The advertising blocks on the television stations are often placed at the same time, thus forming an optimal occasional evening beer out again or allow the dishes in the kitchen to do.

Werbung nervt

Can a liking for a product to be, which to us during the most exciting scenes in the film funny entertainment or interrupts? As part of a study by the Agency Youngcom! Of August 2007, 1100 young people asked, "You Zappst away when advertising on television is coming?" Remarkable 80 percent of respondents said they always or often advertising wegzuzappen. Only 1.8 percent will find TV advertising interesting.

Advertising is losing confidence

The louder advertising is associated with a loss of confidence associated. According to a representative survey of approximately 2,000 persons of the brand barometer BESTSELLER remembers while one in ten German citizens in Germany to the advertising campaign of the media market, but only every second of which takes place the electronics retailer also credible. Meanwhile, probably once every consumer product false promise to hit. In commercials will certainly like to negative aspects and waived in the treatment of red wine-soaked white shirt of course, no spots left back.