The Impact of TV Commercials in the Modern Marketing Mix
The media landscape in which TV commercials exist has changed. With multiple devices becoming the norm for the average New Zealand household, the finite commodity known as attention is split between several screens – often at the same time.
As traditional and digital media continue to collide, marketing solutions that avoid this friction by aligning the two together find the most success. The impact of TV commercials has not diminished, and their value in a modern marketing mix relies on new digital platforms and the core strengths that made them successful when first introduced to audiences. Join us to see the continuities and changes that TV commercials have experienced.
Exploring the enduring influence of TV commercials
Research in New Zealand suggests that TV commercials can still deliver some of the strongest results for marketing campaigns. Video commercials, spread across broadcast television and on-demand offerings, are well-positioned to reach wide audiences and, more importantly, achieve important KPIs such as sales conversions or brand awareness. TV commercial production with experts who can tailor the medium to your message is helpful in this area.
The influence of TV commercials has changed over the years. Its place in the marketing mix has evolved to survive in a competitive, digital world saturated with advertising platforms. Traditionally, the impact of TV commercials was found in their reach across linear TV broadcasts, where their brand-building potential was maximised. Through deliberate and persistent scheduling, TV commercials generate brand familiarity with the target demographics most relevant to your campaign.
The underlying psychology behind effective commercials remains the same: emotions and empathetic responses are triggered through symbols, storytelling, and elements such as music or colour. TV commercials positioned during live events benefit from heightened engagement. One of the subtle impacts of TV commercials lies in securing trust from audiences, where credibility is enhanced. These fundamentals still deliver results for TV commercials, but changes in the media landscape have catalysed a broader and more interconnected marketing mix.
What role do TV commercials play in modern advertising?
The impact of TV commercials persists through deliberate omnichannel marketing. TV commercials and omnichannel campaigns aren’t as effective individually as they are synergised.
Televisions are now one of several screens in the living room, and many households have also brought the TV into their bedroom. Rather than competing for attention, these secondary screens represent an opportunity for combining different media consumption channels. Utilising multiple screens to synchronise your brand message creates deeper impressions.
Whether the campaign’s goal is to raise awareness, drive sales, or increase site traffic, advertising across multiple devices through a mix of mediums has the potential to deliver the best results. For example, the impact of a television commercial can increase due to prolonged exposure when aligned with digital marketing strategies that employ social media.
The commercials that resonate with New Zealanders in 2024
Suppose New Zealand audiences are still tuning into TV commercials and being influenced by them. What are the most well-received commercials, and what qualities do they share?
The impact of TV commercials in New Zealand is often found in personalised storytelling, which creates the opportunity to establish, adapt, or solidify your brand voice with a human touch. The latest survey from The Research Agency lists five ads that Kiwis cited as their ‘favourite ad on TV at the moment’. Kiwis’ five favourite campaigns right now include:
- ASB – Ben and Amy
- ANZ – We Do How
- Turners – Tina from Turners
- PAK’nSAVE – Stickman
- Genesis – George and her family
Their ongoing research indicates that the most popular New Zealand ads consistently connect the commercial to the brand, an emotional element—nostalgia or humour- and uniqueness. These qualities are often achieved through returning characters that become associated with the brand.
Although businesses will have varying marketing budgets, these high-performing commercials illustrate the simplicity achievable with a professional production company. These commercials succeeded through personality and simple messaging without requiring elaborate set-ups or expensive production values.
Creating effective TV commercials with professional video production
Consider partnering with a professional video production company if high-impact television commercials are part of your next campaign’s marketing mix. The video production team at Mint Video has the infrastructure, knowledge, and experience to bring your concept to life. Contact us today to discuss your business objectives and how TV commercials can support them.