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Transcript of disadvantage
Television has the highest absolute cost for any traditional media. Before you even buy spots to run your ads, you have to pay for production. Hiring independent writers and actors can save you money, but many companies use agencies that develop the creative concept and message. You then have to record and edit the commercial. Even in a small, local market, it can cost $15,000 to $50,000, or even more in some cases, to make a commercial. Buying air time can be many more times this amount if you buy a rotating package of ads. Tens to hundreds of thousands of dollars to run your commercials in a local market is common.
Unlike static print media, such as newspapers and magazines, the broadcast media, TV and radio, have fleeting messages. A television commercial runs for 30 to 60 seconds and then it is gone. During that time, you have to capture the viewer's attention and hit him with a persuasive message. Normally, you have to expose someone to an ad three to six times before he remembers it. This enhances the negative point about high costs.
Many consumers have a generally negative attitude about TV commercials. In essence, you are paying to send a message to people who typically prefer not to see it. A number of filters dilute the impact of your ad, even if it reaches a large audience. Leaving the room, talking to friends, texting, flipping channels, reading and simply spacing off are all things that can distract viewers from watching and absorbing your commercial message. Consumer controls like digital video recorders also assist customers in skipping through commercials altogether.
Efficiency is key in effective advertising. Ideally, you want to spend the least amount of money to deliver a message to an audience that has a high percentage of people in your target market. If you have a narrow target market, you will pay for a lot of people outside your target if you run a TV ad on a popular show with a broad audience. Similarly, if you have a small business in a local community, running an ad on your local TV affiliate means you pay to reach audience members in neighboring communities served by that affiliate.