The loss of television advertising over the years
Over the years the use of advertising has been changing according to the customs and trends of the times. Although, today advertising has moved to technological means, it is known that there are still a percentage of people who continue to receive the advertising of brands by traditional means. The distribution of advertising in channels, is an exhaustive study to be able to see what the means in which the product market can obtain the information about this same. For this reason, many people ask the question if television advertising still has the same power as before. Some researchers maintain their position claiming that the power of television advertising has not decreased, however, I consider that television has lost its advertising power these days due to advertising and digital marketing.
Today advertising on television is reduced in effectiveness by the appearance of technologies that are more available to consumers. This is reflected as stated by Kotler and Keller (2016), “In 1960, a company could reach 80% of American women with a commercial broadcast on three television companies […] Today the same announcement would have to be broadcast on 100 television stations forget the same result ". For example, we have social networks that are currently gaining the great attention of the public. Before a recent study by RCB Capital Markets it was determined that marketing directors are investing about 40% of what was previously invested in television advertising, in social networks. This is because, currently the public has a fragmented vision thanks to the different amounts of media that it has today. It is even known that the population determines as intrusive to television advertising and that in many cases they prefer to change the channel during the advertising space.
In addition, for the consumer, at this time the amount of information expressed through television advertising is not enough and prefer to resort to a technological medium to corroborate information. Likewise, as mentioned when intrusive, consumers no longer pay the necessary attention to this type of ads. Additionally, consumers in the creation of social networks and companies with great management of them have made a bidirectional relationship necessary for the client with the latter. And this is one of the main reasons why the public has greatly directed to social networks causing, advertising in these media have approximate growth in Spain during 2010 by 17% about television advertising. According to Kotler and Keller (2016), “Marketing online and social media have three characteristics: enrich, be interactive and be updated.”This allows the consumer to obtain the information he finally needs.
On the other hand, the defenders of television advertising remain in their argument of the multisensory impact it provides. However, we can say that currently television is not the only multisensory medium, since there are media today: YouTube, live broadcasts on Facebook, Instagram and Twitter, where the advertising of different brands ofA different way. In many of these cases, this kind of advertising has greater profitability in the case of "influencers" uses. This is because the consumer feels linked to a "real" person, that is, a person who can still be related without the need for it to be highlighted as unattainable.
In the same way, the generational market change has influenced the displacement of power of television, because, for new generations the use of additional television services has exceeded the importance of the latter. So, this mass medium no longer reaches so many people as it used to arrive a few decades ago, which generates that even the radio has a higher reach level in many of the cases.
In conclusion, television has lost its power due to the high generational change and access to technologies that fragment the vision focused on a single medium to several. The excessive use of advertising spaces and their duration make the customer a contempt and feel invaded by advertisements on television. In recommendation for the recovery of power television as an advertising agent, the time of advertising space must be measured, as well as the measure in which these are repetitive in each of these time intervals. Finally, social networks have been covering the market more and more because customers can have an answer, a bidirectional communication in these and not as on the same television.
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