The Ultimate Guide to TV Ads
Author Ray Bradbury once said, "The average TV commercial of 60 seconds has 120 half-second clips in it or one-third of a second. We bombard people with sensation. That substitutes for thinking."
It doesn’t take long for consumers to feel, for them to sense something. That’s why these slogans — and many others — aren’t more than a few words.
And that’s why TV commercials, despite their evolution over the last 60 years, are still one of the most effective — albeit most fleeting — marketing strategies.
The following guide will acquaint you with the TV advertising industry and equip you with the tools needed to run your own TV ad. Keep reading to learn more, or use the chapter links below to jump ahead.
History of TV Advertising
TV advertising has changed drastically since 1941 when the first commercial for Bulova Watch Company aired. The ten-second ad cost less than $10 to create and was seen by 4,000 people on WNBT, a local channel in New York. It was aired during a baseball game — the Brooklyn Dodgers vs. the Philadelphia Phillies.
Since then, TV ads have seen drastic changes, both in content and culture. Here’s a brief overview of the history of TV ads.
TV Ads in the 1950s: Sponsored Programs
TV took a break during WWII. But after the war, over a third of US households owned a TV. Companies took advantage of the boost in viewership with sponsored programs, which is when a brand pays for shows to exclusively showcase their products or air their commercials.
Wonder Bread and Cheerios were presented during shows like Howdy Doody and The Lone Ranger. Some companies were even part of program names, like The Colgate Comedy Hour and Texaco Star Theater.
TV Ads in the 1960s: Rules and Regulations
Advertising was everywhere, but it was hardly regulated. Sponsored programs put a lot of creative power in the hands of brands, and programs and networks were resigned to follow suit.
It wasn’t until NBC’s Sylvester “Pat” Weaver introduced what was known as the “Magazine Concept” for TV commercials. Advertisers could purchase time blocks (around one to two minutes) during which their advertisement would air, and multiple brands could advertise during one program … much like in a magazine. In turn, programs and networks gained back creative control, and TV advertising morphed into how we know it today.
This change diversified advertisements and forced brands to become more creative in order to stand out. TV ads became more entertaining, viewers looked forward to commercial breaks, and networks had no problem selling ad space. In 1961, the Committee of Advertising Practice was formed.
The 60s also saw a rise in jingles, a short slogan sung during an ad. Brands like Slinky, Rice-a-Roni, and Dr. Pepper advertised with short, memorable songs.
TV Ads in the 1970s: Defining Audiences
TV advertising in the 1970s was all about recognizing, experimenting with, and regulating audiences. Some brands were bold, such as Winston Cigarettes using the G-rated Flintstones characters to promote their products. Other brands were subtle, like when Gilbey’s Gin hid the word “sex” in its ads. (The latter was a print campaign, but plenty other brands applied this to TV.)
The Federal Trade Commission (FTC) outlawed subliminal messaging in 1974 as deceptive advertising. As for the bolder brands, they soon learned that targeting their messages to the right audience was the better, more profitable practice. Tootsie Roll used animated characters like Mr. Owl to advertise to kids. Folgers featured a married, suburban couple to promote their coffee. Bounty targeted restaurateurs and food lovers with their microwave-specific towels.
In turn, companies that advertised to the right audiences and on the right channels had a stronger, more memorable message.
TV Ads in the 1980s and 1990s: Super Bowl and Storytelling
The 1980s introduced one of the biggest annual phenomena in TV advertising: the Super Bowl. Because so many people tune in for the game, the four-hour window has become one of the most exciting (and expensive) times for commercials. In 2016, advertisers had to pay $5 million for a 30-second spot during Super Bowl 50.
In 1979, Coca-Cola aired one of the most memorable Super Bowl ads to date. Hey Kid, Catch! featured Mean Joe Greene, a defensive lineman for the Pittsburgh Steelers, taking a Coke from a boy and tossing him his jersey in exchange.
It was impactful for a couple reasons: one, it was aired soon after the Civil Rights Movement, and featuring Greene was a major step towards equality and diversity in advertising; two, it didn’t promise anything special. It was simply an injured ballplayer downing a tasty drink that improved his mood. That was enough for Coca-Cola, though, as the ad improved the company’s brand awareness and partnership with the Steelers.
The 80s and 90s were also all about storytelling in advertisements. Apple’s “1984” TV ad introducing their new Macintosh remains one of the most popular TV ads and introduced the slogan “Think Different,” which the brand still uses to this day.
Lots of other companies followed this storytelling model, too. Eggo Waffles featured a little boy with a big invention, Super Soaker empowered two teens to crash a pool party, and McDonald’s told the tale of a little girl at her piano recital.
The 90s also saw the introduction of popular actors and celebrities as spokespeople in TV ads, such as Brad Pitt in a Levi Jeans ad. This paved the way for brand endorsements.
In 1999, TiVO came on the scene and changed TV advertising forever.
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