Let’s go back 10 years. It’s a Sunday evening, and you’re relaxing on your couch, watching your favourite television show. Suddenly after a certain interval, an advertisement rolls up breaking your momentum.
Now, let me ask you a few questions:
- Do you feel frustrated and annoyed when an ad rolls up? At least I do.
- Do you remember the classic Complan ad: “I am a Complan boy/girl”?
- Do you remember Boost’s famous tagline: “Boost is the secret of my energy”?
- How about Amul’s memorable jingle: “Amul doodh peeta hai India”?
A final question: Do you love these ad campaigns? If yes, Then my dear friend, you have understood the beauty of TV commercials, the value and significance it holds in our homes.
But that beauty is slowly fading. According to a report by Exchange4Media, TV ad volumes declined by 4% in 2024 compared to the previous year. Let’s explore the decline of TV commercials and their changing significance.
The Rise of the “Skip” Generation
TV advertising thrived in an era where viewers had no choice but to watch. If you wanted to enjoy your favourite show, you had to sit through commercial breaks. Not having the freedom to skip ads was something everyone silently missed.
But today’s audience controls what they see. Brands have become customer-centric, giving more freedom to viewers. Studies show that the average attention span has now dropped to less than 8 seconds. If an ad fails to catch attention in under 3–5 seconds, it gets skipped.
YouTube offers an ad-free experience to premium users and a “skip ad” option to normal users, making it even harder for TV commercials to thrive in an evolving market. A 30-second commercial can no longer attract audience, it has to be crisp, precise, and catchy.
From Storytelling to Selling: The Shift in Ad Psychology
What do you do when an Amul milk ad rolls up? Of course, you start singing along – “Amul doodh peeta hai India.” We mimic advertisements with catchy taglines or unique content. Brands like Aashirvaad, Freedom have become household names because of their advertisement style, evoking emotions in consumer minds.
A good 30-second TV commercial starts with a problem statement, introduces characters, builds drama, and hooks you into the narrative. By the end of the ad, you tend to remember the brand’s name. The more you see it, the stronger your belief and positivity toward the brand grow. If you receive positive social approval about the brand from people you know, you start trusting and owning it. That was the beauty of TV commercials, brands sold emotions and took you on a journey.
But in the current era, things have completely changed. Businesses no longer focus on storytelling; they focus on selling. The moment you see an ad, a button pops up, ”BUY NOW,” “SHOP NOW”, “ONLY FEW LEFT”, Brands sell you by creating a sense of urgency. They have become more direct and aggressive in their approach.
And why did this shift happen? Because we changed. With our short attention spans, we stopped consuming content that feels boring. With access to unlimited content, we subconsciously avoid investing time in anything underwhelming, when we could be consuming something better. We want quick solutions, instant fixes to our problems. As a result, brands no longer prioritize storytelling; they focus on instant conversions. The moment you see an ad, you’re pushed to act immediately, whether it’s a “BUY NOW” button or a ticking countdown for a limited offer. The goal is no longer to take you on a journey but to make you purchase on impulse.
TV Ads: A Bad Investment in the Attention Economy
Imagine you have 10 chocolates and in a classroom of 60 students, only 10 students like chocolates, but instead of handing them out directly, you toss them into the air. What are the chances that the right 10 students will catch them? Very low. The chocolates end up with those who don’t even like them.
This is exactly what happens with TV ads. They follow a “one size fits all” approach, lacking precise targeting. Digital ads, on the other hand, don’t have this problem. They can be precisely targeted to the exact audience with the exact preferences, making them far more effective.
Also, TV advertisements are super expensive to run. The entry barrier is high, unless you have deep pockets, running an ad is tough. But in digital advertisement, the entry barrier is almost nonexistent. You can start running ads with less than ₹200, making it accessible even for small businesses.
Why would you spend ₹1 crore on a 30-second TV ad when you can precisely target millions of customers for 1/10th of the cost?
It’s Fading but Not Dead
Big brands are now more strategic about TV advertising, placing ads during high-viewership events like sports, events, reality shows, and blockbuster movies.
While TV commercials are losing relevance, they are not out of the game. Major FMCG brands still achieve high returns on investment (ROI) through traditional TV ads. Digital advertising is emerging as the powerful medium, but a well-executed TV commercial can still generate brand identity and trust among consumers.
Conclusion
You can still market your brand and achieve exponential growth through TV advertising. But before you invest, ask yourself:
- Is your business operations capable enough to satisfy large audience?
- Can you generate ROI in a short period of time?
- Are you solving a problem for a tiny niche or a broad audience?
If your business targets a general audience, TV advertising might still work for you. But if you cater to a niche market, digital advertising is the smarter choice. The advertising structure is changing, if you don’t evolve with the change, you end up being:
“A POTENTIAL BRAND THAT FAILED TO EMBRACE THE CHANGE”
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