The way television attracts consumers is changing. It has to if it wants to keep its viewers, especially since youtube and the ability to watch shows online came out . Keeping consumers tuned into programs, especially during commercial breaks is becoming more and more difficult. I know that I, personnally, surf the channels during commercial breaks, or I will watch two different shows. One during the others commercial break. Many people are starting to record their favorite shows which allows them to fast forward through commercials they are meant to see by advertisers. To solve this issue, advertisers are going to have to come up with more creative and engaging ways of attracting their markets.
The idea which FOX is pursueing seems like it could be effective. Telling a consumer how long the commercials will be will allow the consumer to decide if that amount of time is short enough where they will stay or too long. It gives the consumers the choice to watch the commercials, which has never been done before now. I think this method will attract more consumers because the commercials aren't taking them by surprise, and because the commercial block will be shorter. The shorter the break the more likely people will choose to stay because they will have less time to do something, then come back and watch without missing parts of the show.
Another method for commercials would be to copy how Europe does them. Europes commercials come at the end of the program, so there are no breaks from the show being viewed. Although I'm not sure how effective this is, I would much rather have that, then be interrupted every ten or so minutes with commercials. I actually think this is a terrible method for advertisers because no consumer will want to sit and watch five to ten minutes of straight commercials. How this works in Europe I have no idea.
I think there are two likely methods advertisers will use for getting consumers to watch their commercials, and networks to keep their consumers. One of which is more product placement within shows. Although this method isn't always the greatest, it can be extremely effective, especially if it is done well. Another method is that networks will start having shorter commercial breaks, but the breaks themselves will be more frequent. This would be like having one commercial per break. Its not long enough to drive the person away, but it's long enough to attract thier attention. Otherwise I'm honestly not sure where advertising will go in the near future. Maybe I'll tune into the TV more often to find out how it changes.
Melynda, you make some very good points.
ReplyDeleteI totally agree with what you are saying about FOX's new way of warning the consumer about the commericials. If American's are given the option or told they have a choice, they are more likely to comply with the advertisers wishes and watch the commericial instead of get up and do stuff or channel surf to avoid the commercial that they used to be forced to watch. I want to expand on your idea by saying that Amerian's are very strong willing and it is all about the way the advertiser directs the message to them that determines the response. If it takes a short amount of time and they are given the choice, people will most likely watch the ads. If they are not warned or given the choice they will want to 'rebel' and channel surf or get up and do other things. I also agree with shorter commercials, people are stuck watching the show because they do not want to miss out on anything.
I agree with your thoughts on Eruope's system of advertising. If we had a block of commercials no one would watch them unless they were aired at around 1am with the infomarcials for insomniacs.
I think that increased product placement will be in use as well because the messages are more subliminal and more effective than the commercials themselves. With decreased commercial time, the advertisers will have to get their products in there some way so they will be forced to put it in the show itself. This is becoming more frequent already.
However, I am somewhat hesitant with the more frequent commercial breaks because people may be more annoyed because they cannot accomplish anything during the breaks so they may just tune in online, where it takes about half the time to get the same amount of the program viewed.
In conclusion, I think you have valid ideas and I don't know what they are going to do either.