TV advertising is not the most powerful advertising medium today. Advertisement is the relationship between a consumer of a particular product and the respective provider, which should be fast and convenient for both. Competition and technological inventions have changed the global market and, consequently, the advertising platforms. Fast and convenient advertising platforms that can reach a large audience have swiftly replaced TV advertising.
Today, marketers have adopted the use of digital advertising as opposed to TV advertising. Digital advertising is a form of marketing that has proven to be the fastest, cheap, and up-to-date. It entails the use of mobile devices like smartphones and tablets. The new generation, henceforth, uses digital communications to advertise their products, make their purchases, and to connect with the world (Smith, 2019). Therefore, the use of a TV in advertising is becoming obsolete owing to the introduction of more convenient advertisement platforms.
The use of TV and other offline media has gone down considerably and their place was taken by social media, such as Facebook and Twitter. Research has shown that digital media has not only supplemented TV and the print media but also replaced them. In the study, samples were taken of 8th, 10th, and 12th graders in the United States. The study indicated that the 12th graders spent more than twice as much time on digital media in 2016 than 2006, as opposed to watching TV. According to the study, this particular trend was uniform across gender, origin, and socioeconomic status (Twenge et al., 2019). Therefore, digital advertisement is sweeping away TV advertisements since it is reaching the masses appropriately.
The use of other media other than TV has taken the world by storm. Sitting in the living room to watch TV is slowly becoming outdated. The high demand and competition in the market, call for a fast, cheap, and convenient way of creating contact between producers and consumers. The answer does not lie in TV advertising.
Smith, K. T. (2019). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic Marketing, 27(1), 67-80.Twenge, J. M., Martin, G. N., & Spitzberg, B. H. (2019). Trends in US Adolescents’ media use, 1976–2016: The rise of digital media, the decline of TV, and the (near) demise of print. Psychology of Popular Media Culture, 8(4), 329.
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