All That You Need To Know About Television Advertising In India
Table Of Content
A television advertisement is a span of television programming produced and paid for by an organization. Advertising on television allows you to convey a wide range of audience about your product or service. It allows you to show the benefits of ownership. Advertising on Television has been a popular medium for large retailers ever since television came into being. With the arrival of cable television came lower production costs and also the opportunity to reach smaller, a more targeted market, making it a viable option for small as well as medium-sized businesses. Television advertising involves three main tasks: - Creating a television advertisement that meets broadcast standards - Placing the advertisement on television to reach the desired target market - Measuring the outcomes of these ads The first television advertisement came out in the United States on July 1 in the year 1941.The first television advertisement in the United Kingdom came out on September 22 in the year 1955. The first television advertisement in Asia appeared on Nippon Television in Tokyo on August 28 in the year 1953. The first television advertising that appeared in India was on January 1 in the year 1976 for Gwalior Suitings.
Television Advertising in India
The Indian television channels are widely classified through Broadcast television, Cable television, Satellite television, Internet Protocol Television. There are currently 902 private satellite television channels in India as of March 2019. Televisions are broadcasted in homes through cables and direct to home (DTH) in India. The Television advertising rates vary for TV ad spots, regional, national channels, prime time, non-prime time and on media planning platforms. Television ads leave a long-lasting impact on our minds and it helps facilitates brand credibility. Brands in India rely on effective storytelling to capture the audience’s emotions.TV ads due to higher cost and stringent standard are self-selective in nature and help build a robust credibility and premium perception for brands that chose to advertise on TV. Brands rely heavily on advertising on Television advertising to build a premium brand perception not only amongst the consumers but also the trade partners. In India, TV commercials have traditionally helped manufacturers increase their exchange penetration, in addition, to increase their shelf area inside the store with the aid of using extra stocks. Broadcasters in an Indian Television channel can help you reach out to a national target group. It is also possible to enter a more localized audience through the channels broadcasting in regional languages.
Credit-BARC Report 2019 Statistics show that India is the world’s second-largest television market. With the presence of 836 million households backed up by 914 billion viewing minutes per week, individuals happen to spend an average of 3 hours 42 minutes per viewer. It has an average of 762 million viewers per week. Favorable rules and regulations, technological innovation and increasing investment opportunities in the broadcasting and cable TV industry are the key factors leading to the growth of the market in India. One of the main factors supporting the increase of that segment is the growing demand for TV sets, particularly in rural areas.
Viewership
Television continues to be the most appealing medium for the kids. The total television viewership accounted for by kids television is 6 per cent. The report by BARC states that the kids' channels are not only viewed by the kids but also by the people around them. 39 per cent of the kids content is watched by children of the age group 2-14 years. 18 per cent of the kids content is watched by people of the age group 31-40 years.The youth of the age group 15-30 years contribute to about 33 per cent of TV viewership. Adults of the age-group 31-50 years contribute to about 32 percent of TV viewership. Sports excluding cricket accounted for 85 percent of viewing time.IPL had contributed 51 per cent of the total television viewing population.
Types of Television Channels
The types of advertising include -General Entertainment Channel -Music Channels -Movie Channels -News Channels -Lifestyle -Information -Kids -News Channels -Regional Channels
Types of Television Advertising
Aston Band
It is a flash ad that is usually placed at the bottom of the TV screen
Scrollers Advertising
It is a short duration advertisement that scrolls from one end to another. Usually, news channels play this type of advertisement.
Regular FCT Advertising
These are the regular TV advertisements that are played during the breaks on television shows. Regular FCT Advertising is the most popular type of advertising format.
L Band
They are L shaped advertisement that is played during the television programme. It is usually placed on the left side and bottom of the screen.
Banner Advertising
Sponsorship tags that are given to advertisers when a programme is broadcasted. It is usually “powered by”,” sponsored by”,” presented by”.
Teleshopping Advertising
Teleshopping Advertising is run in the form of a pre-recorded television programme for about 20-30 minutes long. They are generally played when the viewership is low. Advertisers can also advertise in DTH service providers such as Airtel DTH, Tata Sky, Dish TV, Sun Direct.
Why choose Television Advertising?
In order to build an efficient TV ad, a successful script needs first to emphasise a strong bid. Advertisements often need to be created successfully, which is why the services of a publicity firm are always preferable, which will assist you in producing the whole campaign.
- Television reaches a larger audience both in the national and regional level in a short period of time.
- It allows you to convey your message through visual, motion and sound, that can give your product and service instant credibility.
- It gives you an opportunity to be creative and attach a personality to the brand.
- It is an opportunity to tap into a captive audience.