When TV Commercials Run Twice in a Row: Purposeful Strategy or Accidental Failure?
Have you ever watched a TV show only to see the same brand run different commercials trying to promote their product?
It might seem like an accident, but in the world of television advertising, double running commercials is not always a mistake. There are specific reasons behind it, related to both the marketing strategy and the way TV stations schedule their ads.
Purposeful vs. Accidental
Double running commercials is often done on purpose. This strategy increases the ad's frequency, making it more memorable to the viewer. When a commercial runs twice in a row, it ensures that the brand gets additional exposure, enhancing its memorability as viewers watch.
However, it is not always a deliberate choice. Sometimes, these double runs result from oversights or accidental programming errors. Advertisers and TV station programmers find themselves in situations where they must fill a gap in the advertisement schedule. In such cases, they might repeat a commercial to fill the empty slot.
Bulk Liquidation of Ad Space
Another explanation for double-running commercials is the bulk liquidation of ad space. TV stations often have the option to buy unsold ad slots during specific shows at a significantly reduced cost. If a particular show or service doesn't sell a lot of premium ad space, the remaining slots can be filled by a few companies, often resulting in the same commercials appearing repeatedly.
TV Commercial Overlook and Multitasking Viewers
Programming for TV commercials is a complex process. Sometimes it’s an oversight, but other times it can be intentional. Advertisers and program managers often purchase time slots at different rates, and the programming team might need to insert additional commercial breaks if they run into scheduling issues. For example, if a break is needed and there’s no ad available, the same commercial might be inserted again.
In today's fast-paced environment, viewers often multitask while watching TV. They might have their smartphones open while watching, making it harder for advertisements to gain attention. Doubling and sandwiching commercials are common tactics supported by advertising agencies to cut through this noise and grab consumer attention.
Monitoring and Make Goods
It is not an accident, and it can indeed be very annoying for consumers. Back-to-back and sandwiched commercials have been proven to be effective strategies for breaking through the usual clutter. Every broadcast and cablecast is monitored by an independent firm to ensure that advertisers have evidence for any missed or messed-up scheduled spots. If a commercial is pixelated or overrun, advertisers can claim a "make good" when they can prove it.
Advertisers typically agree to pay a large sum for each spot and purchase multiple appearances each day for extended periods. Ensuring that these spots run well and on time is crucial to maintain the trust and investment they have made. Therefore, it's vital to have strict monitoring systems in place to avoid any discrepancies and to provide evidence of proper execution.
In conclusion, while double-running commercials can seem like a mistake, it is often a strategically intentional part of a broader advertising plan. Understanding the reasons behind these practices can help viewers appreciate the complexities of television advertising and the efforts advertisers make to capture their attention.