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As I was getting ready for work this morning, I tuned into the morning news on TV to catch up on yesterday’s or sometimes breaking news. In this particular instance, my TV served more as a radio since I was never in front of the TV during the morning hour. Nothing particularly exciting was reported today. However, one commercial caught my attention.

Why did the commercial catch my attention? Because the music came on as the commercial was rolling, and the commercial ended when the music stopped. There was no voice over, no dialogue during the entire time the commercial was on air.

Now, I am going to assume that most people who tune into the early morning news are not literally watching the news in front of the TV. They are most likely listening to the news while they rush to get ready for work, school, etc. In that case, a commercial with only visual and music completely fails to convey whatever message they intended because of all our senses, only our ears are engaged and tuned into the TV during this time. I am not saying that it was a bad commercial — I won’t know if it was a bad commercial because I didn’t see it. Rather, I am saying the commercial (due to the nature of the commercial) was aired during the wrong time of the day.

This really goes back to knowing your audience. If the media buyer had known a bit more of the audience behavior during the morning news hours, he/she would not have made the mistake of buying a slot for that particular commercial when literally nobody is watching.

How about you? Have you ever encountered any commercial or advertisement so ineffective you just had to scratch your head and say, “What were they thinking?”

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August 2020