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Television / Video

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Total TV/Video Advertising Disadvantages
  • Is expensive to produce and to buy
  • Prime placement may not be available due to limited avails within the most popular programs
  • May be less demographically selective as other media forms, although cable TV options may be more focused
  • Is typically cluttered, so spots may be placed deep within a string of commercials.  Viewers may head to the fridge during long commercial breaks, or switch channels.  Messaging may get lost in the shuffle, long-term recall may be lost.
  • May be fast-forwarded if program is recorded for later viewing
  • Increased use of social media in conjunction with TV-viewing may diminish or eliminate any attention to advertising messages aired


Network TV Disadvantages
  • Ratings have eroded considerable with the growth of cable viewing and increased competition from various digital media
  • Viewer loyalty has declined due to excessive stunting, schedule changes and program preemptions
  • Audiences are increasingly older, more downscale as younger consumers move to other platforms
  • Primetime is no longer the ultimate vehicle to reach mass audiences. Between 20-25% of the population is not reached weekly by combined ABC/CBS/NBC/Fox prime
  • Ad exposure and impact have declined based on increased clutter, dial switching and ad skipping via DVRs
  • No capacity to target specific areas within a given market
  • Expensive – Highest CPM of any form of TV
  • High commercial production costs
  • While Nielsen's TV are superior to other media research, challenges remain re sample balancing, editing rules and measurement of new forms of transmission


Local Spot TV Disadvantages
  • Stations don't guarantee spot placement unless fixed-position premium is paid; buys may be preempted for higher rate schedules
  • Programming varies throughout the day, so zeroing-in on a specific target audience group can be a challenge on local TV
  • Many stations get help from their networks to hype Nielsen "sweep" period ratings
  • CPMs are usually comparable to broadcast TV networks/syndication for the same dayparts, but are not formally guaranteed.  While bonus spots or makegoods may be given, their timing and program typing may not be appropriate.
  • Nielsen audience samples for local markets are very basic in comparison to network research – small samples, slow reporting, minimal ethnic data
  • Targeting selective consumer demographics is problem with only broad sex/age ratings data available
  • For multi-market advertisers, negotiating and buying on a market-by-market basis is tedious and difficult
  • Post-buy accounting can be very difficult


Syndicated TV Disadvantages
  • Limited availability, not distributed across all dayparts
  • Upscale demographics, males are difficult to target
  • Limited program range versus broadcast networks, cable
    • Sports programming, fare aimed at kids is scarce to non-existent
    • Genres such as talk, court shows, sitcoms oversaturated


Ad-Supported Cable TV Disadvantages
  • Full-market coverage is only available in I+ markets; advertisers must supplement with ADS (satellite/telcos) to achieve full-market saturation
  • Bundling – or the packaging of multiple channels by cable access providers – forces consumers to pay for channels they don't watch
  • Due to rising costs of subscriptions and increasing availability of other video options, more and more consumer are "pulling the plug" on cable services
  • Approximately 13.6% of U.S. households only have access to broadcast TV, not cable
  • While excellent programming is abundant, cable also fills a lot of air-time with reruns
  • The large – and growing – number of cable channels creates a high degree of audience fragmentation, resulting in lower program ratings in general
  • Number of channels makes buying difficult, placing commercials, tracking makegoods, doing post-analysis is time cumbersome and time consuming
  • Clutter is a major issue on some channels, leading to even more avoidance than on broadcast TV
  • Commercials give cable a downscale image
    • Glut of infomercials aired in late night and early morning
    • Poorly produced "local" spots may surround your well-executed spot
  • Nielsen data on smaller cable channels, especially digital channels, is limited due to sample size issues
  • Digital services such as Netflix pose a threat to cable and broadcast as the offer on-demand viewing, original content
  • The top 6 cable companies lost an estimated 910,000 subscribers in 2018 (Source: Leichtman Research Group, 2019)



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