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Over the years writing television commercials in several different markets, I’ve often heard, or been confronted by folks telling me that, “…no one watches TV anymore.”
This might be dating myself, but here goes.
In the nineties, a whack of specialty channels signed on in Canada. BookTV, OutTV, Family Channel, Slice and The Rural Channel all signed on to our TV airwaves.
“Fragmentation!” shouted the general sales managers. “Too many choices!” argued viewers. “Who will see our commercials?” questioned the advertisers. We continued to create television commercials for the local market. Where are those channels now?
Then the internet started demanding our attention in the early 2000’s.
“There go our advertising revenues…” sighed general sales managers. “See ya later TV!” viewers chortled. “How do we get onto that internet thing?” advertisers wondered. Yet, we continued to write and produce award-winning commercials for local advertisers.
Unlike the mentioned, now gone TV Channels above, the internet is just about everything to everyone for more reasons than I can count or list. Now, a new word has been added to all the noise in our daily digital diet – trust.
After the last several years marked by “fake news” and a huge, and I mean a big firehose of advertisers on all social media platforms; television, yes, television, is still standing above the memes, broken links or links that take you to sketchy sales websites demanding that you swipe or wipe or click.
Television, especially local television, is still getting active viewer attention and retention. A small, but important part, is trust. Local television commercials are made by local people that live, shop, work and play in your community.
To add to that, a new report from the Television Bureau of Canada, or Think TV now shows that ad length is also key to attention, retention and trust. And yes, at CFJC TV, your friends and neighbors are diligently selling, writing, producing, and broadcasting award winning commercials that bring community members to your store, service, or product. Oh, and yes, we shop locally and pay taxes.
Here are a few links to consider.
https://thinktv.ca/research/the-drivers-of-marketing-effectiveness/
https://vimeo.com/icacanada/review/623631506/b2493b95bc
D. Williams
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