wx RAB Why Radio | Competiitve Media | Disavantages


Television / Video

Media Facts   Advantages   Disadvantages   Plus Radio   Glossary of Terms

Total TV/Video Advertising Disadvantages

Is expensive to produce and to buy

Prime placement may not be available due to limited avails within the most popular programs

May be less demographically selective as other media forms, although cable TV options may be more focused

Is typically cluttered, so spots may be placed deep within a string of commercials.  Viewers may head to the fridge during long commercial breaks, or switch channels.  Messaging may get lost in the shuffle, long-term recall may be lost.

May be fast-forwarded if program is recorded for later viewing

Increased use of social media in conjunction with TV-viewing may diminish or eliminate any attention to advertising messages aired

Network TV Disadvantages

Ratings have eroded considerable with the growth of cable viewing and increased competition from various digital media

Viewer loyalty has declined due to excessive stunting, schedule changes and program preemptions

Audiences are increasingly older, more downscale as younger consumers move to other platforms

Primetime is no longer the ultimate vehicle to reach mass audiences. Between 20-25% of the population is not reached weekly by combined ABC/CBS/NBC/Fox prime

Ad exposure and impact have declined based on increased clutter, dial switching and ad skipping via DVRs

No capacity to target specific areas within a given market

Expensive – Highest CPM of any form of TV

High commercial production costs

While Nielsen’s TV are superior to other media research, challenges remain re sample balancing, editing rules and measurement of new forms of transmission

Local Spot Disadvantages

Stations don’t guarantee spot placement unless fixed-position premium is paid; buys may be preempted for higher rate schedules

Programming varies throughout the day, so zeroing-in on a specific target audience group can be a challenge on local TV

Many stations get help from their networks to hype Nielsen “sweep” period ratings

CPMs are usually comparable to broadcast TV networks/syndication for the same dayparts, but are not formally guaranteed.  While bonus spots or makegoods may be given, their timing and program typing may not be appropriate.

Nielsen audience samples for local markets are very basic in comparison to network research – small samples, slow reporting, minimal ethnic data

Targeting selective consumer demographics is problem with only broad sex/age ratings data available

For multi-market advertisers, negotiating and buying on a market-by-market basis is tedious and difficult

Post-buy accounting can be very difficult

Syndicated TV Disadvantages

Limited availability, not distributed across all dayparts

Upscale demographics, males are difficult to target

Limited program range versus broadcast networks, cable

    • Sports programming, fare aimed at kids is scarce to non-existent
    • Genres such as talk, court shows, sitcoms oversaturated

Ad-Supported Cable TV Disadvantages

Full-market coverage is only available in I+ markets; advertisers must supplement with ADS (satellite/telcos) to achieve full-market saturation

Consumers today continue to pay various fees - cable modem rental, broadcast network, regional sports, etc. (USA Today, 5/21/17, “4 sneaky fees you may pay to your wireless, cable or internet provider”)

Bundling – or the packaging of multiple channels by cable access providers – forces consumers to pay for channels they don’t watch

Due to rising costs of subscriptions and increasing availability of other video options, more and more consumer are “pulling the plug” on cable services

Approximately 13.6% of U.S. households only have access to broadcast TV, not cable

While excellent programming is abundant, cable also fills a lot of air-time with reruns

The large – and growing – number of cable channels creates a high degree of audience fragmentation, resulting in lower program ratings in general

Number of channels makes buying difficult, placing commercials, tracking makegoods, doing post-analysis is time cumbersome and time consuming

Clutter is a major issue on some channels, leading to even more avoidance than on broadcast TV

Commercials give cable a downscale image

    • Glut of infomercials aired in late night and early morning
    • Poorly produced “local” spots may surround your well-executed spot

Nielsen data on smaller cable channels, especially digital channels, is limited due to sample size issues

Digital services such as Netflix pose a threat to cable and broadcast as the offer on-demand viewing, original content

Satellite TV Disadvantages

Satellite TV services, like cable providers, are experiencing declines in subscribers as consumers migrate to online streaming services.  A 5-year trend of U.S. households with a satellite TV subscription:

  • Spring 2011 – 68.5 million
  • Spring 2012 – 65.9 million
  • Spring 2013 – 65.5 million
  • Spring 2014 – 64.2 million
  • Spring 2015 - 65.4 million
  • Spring 2016 – 63.2 million
  • Spring 2017 – 61.5 million

(Source: Statista.com, 2017)

In April 2014, Experian Marketing Services reported that 7.6 million (44%) of American households no longer subscribe to cable or satellite TV.