Nothing creates fame like TV. Just as it’s shows turn people into stars, TV advertising turns brands into household names. There are a number of reasons for this… TV’s scale and reach are unbeatable, and you can’t become famous if no one has heard of you. Its scale and reach means that brands on TV are making a very public promise, which, as Rory Sutherland has pointed out, is powerful: “Public promises carry more weight,” he says, “hence why the words ‘as seen on TV’ are more convincing than ‘as seen on Facebook’”.
TV also creates fame because of its signalling power. In advertising it’s not just what you say, it’s where you say it that counts, and TV is proven to be the medium that drives the strongest fitness, social, popularity, and success signals, and to outperform other media at suggesting brand quality, self-confidence, and strength.
And the fact that TV is a shared experience also contributes to its fame-making power. Watching TV and its adverts in company creates opportunities for personal recommendations, generates conversation, increases memory, and intensifies emotions.
A TV spot effectively helps with the memorability of the promoted product or service. A successful TV commercial can cause the product itself to become a celebrity of sorts. What’s more, imagine the effect of advertising a lesser-known brand. The growth of the ‘brand awareness’ parameter thanks to a TV campaign is not just a naive idea. Television has proven to make a brand famous. In SCREENVOICE MAGAZINE we look at which celebrities have appeared in Czech commercials. And there were not a few of them.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT
8. 12. 2024Human connection, dynamic visuals and the successful integration of brand and product are among the main drivers of creative impact in advertising, new research has found. The study was published by Meta, the tech company which owns Facebook and Instagram, and also by analytics provider CreativeX, and research firm Kantar. Why creative effectiveness matters Creative… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING
3. 12. 2024More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades. What’s happening More than four in ten entrants to the IPA Effectiveness Awards are using quant pre-testing – and 51% of winners. Previous analysis of the IPA Databank… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
SEASONAL ADVERTISING VS EVERYDAY ADVERTISING
29. 11. 2024Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES
23. 11. 2024Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar. A study released for International Men’s Day, Connecting with men: How brands can decode modern masculinity, draws on data… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
EFFIE GAVE OUT SIX GOLDS, NO GRAND PRIX
14. 11. 2024This year’s edition of the Effie advertising effectiveness competition has its winners. The award for the absolute best campaign, the Grand Prix, was not awarded this year. The main prize, the Grand Prix, of this year’s Effie advertising competition, which recognises the effectiveness of advertising campaigns, was not awarded by the jury. This is despite… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
EFFIE SHORTLIST: MCCANN, OGILVY AND PHD HAVE THE BEST CHANCES
7. 11. 2024The Effie advertising effectiveness competition has announced the nominated campaigns that will emerge as this year’s winners. Effie Czech Republic, organised by the Association of Communication Agencies (AKA), today unveiled its shortlist for the 2024 edition at the Forum Media conference. The most represented clients on the shortlist are Plzeňský Prazdroj, Česká Spořitelna, L’Oréal, Vodafone… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL
30. 10. 2024TV generates 13.8 seconds of attention for a 30-second ad. That’s compared to just 5.2 seconds for YouTube and 1.5 seconds for Facebook and Instagram ads. This finding from Lumenunderscores TV’s ability to capture and hold consumer attention. Challenge your marketing assumptions. Peter Field’s evidence-based approach, rooted in decades of case study analysis, offers a… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD
28. 10. 2024Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers. This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX
23. 10. 2024Your apparel company just launched its first TV campaign, and new customers driven by TV surge. That’s to be expected. TV’s a powerful response channel. But something far less expected also happens. Paid search campaigns grow more effective. Social media engagement rises. Even in-store visits increase. This is a real scenario that plays out time… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
6 WAYS TECHNOLOGY IS TRANSFORMING TV ADVERTISING
18. 10. 2024It’s July 1, 1941. A baseball game between the Brooklyn Dodgers and Philadelphia Phillies flickers on TV screens in New York City. Suddenly, the game cuts away. A Bulova watch appears, accompanied by a voiceover intoning, “America runs on Bulova time.” In just 10 seconds, the world’s first TV commercial airs, forever changing the advertising… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY
7. 10. 2024Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results. The research – a partnership between creative effectiveness platform System1 and broadcaster ITV – forms the basis of Break Through, a guide… Continue reading THEME OF THE MONTH: TV MAKES BRANDS FAMOUS
FILM ANNIVERSARY: AUDIENCES WANT TO LIVE AS FRIENDS OR THE ADVERTISING POWER OF THE SITCOM
1. 10. 2024When Friends first appeared on television in September 1994, no one imagined that the sitcom would become a worldwide phenomenon, not only attracting millions of viewers around the world, but also becoming the darling of agencies and brands. It offers a powerful platform for marketers for several reasons. Read why.
