“TV Commercial Production will become a thing of the past” I am told every single year by all kinds of folk in the world of video production here in Manchester. I’m told TV is dying. Streaming is taking over the world so there is no point in having a standard TV subscription anymore and even less point creating a TV commercial because nobody will see it. This is what I’ve been warned now for many years. Yes, streaming is massive nowadays and especially for the youngsters but that doesn’t mean that TV is defunct, old hat and pointless. It’s all about evolution in my opinion. The way in which we consume our content is evolving. Including our TV advertisements. This doesn’t mean TV commercial production is a thing of the past though. It’s still one of the numerous outputs that can deliver a powerful message, capture the attention of the viewer and help them take action. In our Manchester studio we are still creating a diverse selection of video productions as part of our client’s video content marketing mix and TV commercial production is still often at the core of that.
TV Standard Commercials
I’m certain that everyone I know (apart from my great uncle Humphrey who is a hermit living on the Galapagos islands) has a TV subscription in their house and more often than not still gets a significant part of their viewing fix on a television screen. This doesn’t mean they don’t have laptops, tablets and phones that they also view content on, but they still watch TV on a television screen (for anyone who literally doesn’t watch TV on a television screen I apologise for generalising). Of course, the younger the person the more likely they are to be streaming through their smart TV rather than watching traditional TV on the traditional channels, but these streaming channels also have “TV standard commercials” which I will discuss later in this blog.
Why Do Teenagers Watch Content In Their Bedroom?
There’s a household pecking order to consider. You could call it a viewing hierarchy. In homes following the back-to-front age rule (the older the person the more rights they have to the TV remote control) I can easily see why the narky teenager ends up streaming shows on their tablet in their bedroom. They’ve essentially been outranked. My home is very much 21st century equal opportunities (although I often feel I have the least amount of remote-control clout). We only have one television in our house which is proudly sat in our living room. My daughter gets first dibs without question. Next in line is my wife with little challenge. And when they’re both out at nursery and/or hot yoga I get full control of the remote. The problem is the only time they’re out of the house I’m also out creating our latest video production.
Quality Video Production, on TV or Online
It seems to me that since the launch of social media and streaming platforms like Netflix, slowly but surely “TV commercial production standard” or some similar iteration is a term for high quality video production. Whatever the platform, an advertisement is expected to be of a certain standard. The team at Groundbreak often get asked to create a TV standard commercial for social media. Which essentially means the client wants quality video production, but instead of TV broadcast it’s online output. This brings me to a confusing statement that a TV commercial doesn’t have to be viewed on a TV. Obviously, given the name it would be fair to assume the commercial in question would be broadcast on a TV screen. However, if you just ignore the TV bit and look at it as a commercial it’s the same production, content, crew, talent, campaign, duration and messaging. For us creating these “television” advertisements the only real difference are the settings on the camera to ensure that if it is going to be broadcast on traditional TV then it will playback correctly. I won’t get technical now but suffice to say that it is important to have the right camera settings when shooting for TV broadcast otherwise you’ll run into lots of trouble during post-production. This is the other stage of TV commercial production that is relevant. It’s crucial to have legal video and audio when mastering the final commercial. This isn’t anything that can get you into bother with the police. It’s simply to do with levels to ensure your commercial is broadcast safe. TV commercials need to be approved for broadcast by various bodies who check the legitimacy of any claims within the advert and that the content is not offensive etc. Online ads can be as false and offensive as you like.
Smart TV Advertising
A major development in the world of TV commercial production is the revolutionary approach to advertising where different ads can be shown to different households watching the same TV show. Examples of this would be SKY Adsmart or ITV’S VOD to name a few of the big players. This form of TV commercial advertising helps businesses of all different levels of financial clout because it’s generally a more cost-effective way of utilising the power of TV advertising. Businesses can hone in on precise target audiences in specific areas to get a more targeted advertisement like this TV commercial we produced for Vodafone as part of a recruitment strategy for their contact centre in Manchester. It showcases the way in which TV commercials are being aired is evolving and their reach is more calculated and smarter.
As much as the internet is taking over the world there is still room for television and television commercials. Maybe one day this will change but as far as I can see it hasn’t yet and isn’t about to. It’s simply evolving rather than vanishing.
Please get in touch if you’d like to discuss your next TV commercial campaign.