Television advertising has been a cornerstone of the advertising industry for decades, remaining one of the most traditional and widely used methods for companies of all sizes to reach their target audiences. Despite the rise of digital advertising, TV advertising continues to hold its ground, demonstrating its enduring effectiveness.
The 2023-2024 TV season marked a significant turning point for the television industry; while the number of households with at least one television continued to climb steadily, reaching 125 million, compared to 123.8 mil in 2022, and 122.4 mil in 2021.
Television remains a dominant form of entertainment. Its enduring popularity is evident in the average daily viewing time of older adults, which approaches five hours, compared to roughly two hours for young adults. However, the way people consume television is transforming. The integration of advanced technologies like 3D, smart TV features, and connected devices is redefining the television experience.
While older generations continue to rely heavily on cable TV, with half of those aged 65 and over subscribing to the service, younger viewers are increasingly turning to online platforms. This generational divide highlights the need for broadcasters, content providers, and advertisers to cater to older audiences.
TV remains to be the primary source of news and entertainment in the US. Although the internet has surpassed TV as the most invested-in advertising medium, businesses still rely heavily on the power of linear television for marketing. For instance, during the 2022-23 TV broadcast season, brands paid nearly $828,501 for a 30-second spot during NBC’s Sunday Night Football, and even non-sports-related programs command significant investment from media buyers.
TV advertising offers several advantages that contribute to its effectiveness. First, it reaches a wide audience. According to Nielsen, the average American watches more than four hours of TV per day, meaning a 30-second commercial during prime time can reach millions. This broad reach is particularly valuable for companies aiming to connect with a large audience.
Second, TV is a visually engaging medium. TV commercials typically combine video, audio, and graphics, making them more engaging than other forms of advertising. Additionally, TV allows advertisers to use storytelling techniques to create emotional connections with their audience.
Third, TV advertising is measurable. Advertisers can track their campaigns’ performance by measuring viewer numbers and audience demographics. This data helps fine-tune campaigns and enhance their effectiveness.
SSD law firms can continue to use television advertising as a key marketing tool to reach older adults and viewers over 50, who may have limited online presence. Television ads still account for 17% of the average law firm’s marketing budget. Law firms spend $1.2 billion annually on TV ads. This data highlights TV’s enduring power in building brand awareness. People may be changing how and when they watch TV but, quite simply, they’re still watching it.
