Imagine you are in the middle of your most favorite television show and suddenly the commercial break comes up. I can understand your frustration as a viewer but as an advertiser, the next few seconds are crucial.
At a time when viewers are impatiently and curiously waiting for their next favorite scene, the sudden chance to grab millions of eyes makes brands and marketers invest huge sums for just a few seconds of airtime. While it may be fetching huge bucks for broadcasting channels but to viewers, these commercials are nothing but irritating.
It is a common perception about TV commercial that they are distracting and viewers normally prefer non-disrupted viewing. While this may be true for today’s Netflix generation who want uninterrupted viewing but, the real question is whether removing commercials always good for viewers?
The answer seems pretty ambiguous. TV commercials can have an upside for viewers depending on what they are watching and when the commercial starts. They provide a much needed break in the action which is appreciated by many viewers.
While it may seem that nobody really likes a commercial, which is kind of true, but it has some obvious benefits from the viewer’s perspective. Let us see some of the benefits of advertising in Siti channel.
Sudden Ad Change
Ads on TV channels can be broadcasted both during and in-between shows. Within-show slots are valued more by the advertisers as viewers are expected to sit right through the commercials in order to complete the remainder of the show they had been watching.
This sudden Ad changes give us a break from the monotony of a show. All this boils down to what you are watching and whether you like watching it or not? If you are watching something that has kept you bounded to the TV screen, then commercial break may be disturbing to you, but when the show is a boring one, the same commercials can be highly informative for you.
It has been found that removing ads do make the viewer experience better but only some of the time. It all depends on what channel viewer tuned into when they began watching the TV.
Viewers who are comfortable watching a particular show are less likely to navigate away to some other channel. For such viewers, removal of within-show advertisements and the various options available to watch are much less of a problem as they were happy with what they were watching. Removal of Ads is even better for them as they can now enjoy the highly rated shows without any interruption.
But if the channel is a poorly rated one or the one for which viewer doesn’t care about- removal of the ads was a problem. Navigating to other alternatives now comes at a cost to them since they have to move away from the ongoing show, even though they were not genuinely interested in the current show. Earlier, they could have done this during the ad-breaks.
Keeping a track of competitor’s timing
Lower-rated channels should keep a track of their competitor’s timing. If the lower-rated channels run their advertisement at the same time as the higher-rated channels, chances are that viewer won’t navigate away from their show. From viewer’s perspective, changing channels is irrelevant as all of them are running ads at that particular time.
It is the exact opposite for higher-rated channels. They should try to differentiate themselves from their lower-rated counterpart. If they are airing their show at a time when the competitor’s channel is on an ad-break, their chances of getting more viewers is relatively higher. At the same time, when a higher-rated channel is airing their ad at a time when their competitors are not, chances are good that viewer won’t move away from them or even if they do, they will return back to the channel when the ad-break ends. You can book an ad with Siti channel to get the most suitable timings for your ad.
Breaks that can be beneficial
Breaks are helpful in making customers aware about the new product launches or latest modifications in existing products. But if the break is long enough, consumers tend to lose interest in the channel and look for alternatives.
Let us take an example where a premium motor car company is planning on launching two different versions of their latest cars. Now, they can announce the launch of both the cars at the same event or else they can maintain some time difference between the two launches. Giving a break between the two events will give consumers more time to learn in details about the latest features which will help them in taking better decisions.
These were some of the benefits that commercial TV breaks can offer to their viewers. Although these benefits cannot be generalized to all, but for viewers who don’t have access to any other medium of information, TV advertisements are the best source to know about the market.