Can the Television be Overthrown?
The first Television station in Africa was established in Ibadan, Oyo State (Nigeria) in 1958. According to the latest edition of media facts (2017) Nigeria’s Television credentials is very impressive for a third world country.
We have over 120 plus terrestrial TV stations, 1 federal network NTA, 3 privately owned network (AIT, STV, Galaxy) 37 state owned stations and 36 private stations. There are over 137 satellite TV stations with a very buoyant pay TV business. Nigeria is indeed a TV power house in Africa!
The expenditure on Television Above the Line in Nigeria is about N90 Billion. One is tempted to ask if the advertisers are getting return on their investment? Considering the amount face time given to our mobile phones and lap top computers. Shouldn’t the budget on TV be reconsidered for the purpose of making it more accountable and focused. There are 2 major schools of thoughts
Leading the charge for the pro-TV camp was Dr. Byron Sharp, director, the Ehrenberg-Bass Institute for Marketing Science, University of South Australia. His basic premise is that TV is like many product brands – stable, mature and with little segmentation – but that its capability to build reach fast remains its core strength.
As a disciple of Professor Andrew Ehrenberg, Byron believes that reach is the key driver of success in advertising, just as penetration is the key driver of building repeat purchase. (The fact that higher penetration is invariably related to higher repeat purchase is a fact often ignored by marketers, but, equally, this writer believes Byron and his colleagues gloss over the fact that some brands do manage to break this general trend and generate more than their fair share of repeat purchase.) Byron makes his case well and the following are a few points to take away:
• Brands typically have a buyer distribution skewed to light, infrequent buyers. Therefore, advertising should seek to refresh memories and remind people about the brand. By aiming at the light user, you will also hit the heavy user.
• The amount of time spent watching Television has been rising over time, but viewing is fragmented across more channels. Costs are rising because of the laws of supply and demand but this would not be the case for long as research by Kantar Millward Brown indicates …. Welcome to the era of integrated marketing communications and the emergence of social media.
• Consumers pay to have hundreds of channels, but typically view no more than 15. The majority of viewing still goes to the major free channels. Why put your adverts everywhere one is tempted to ask? In the second part of this article this writer shall make the case for the new school that sees too much investment on Television as financial indiscipline.
Kindly share your thoughts on this subject moving forward. Michael Umogun / + 234 802 311 7969 / Michael.email@example.com