The loyal box: could TV advertising help brands to strengthen customer loyalty?

TV advertising is the most trusted form of advertising. We all love to sit in front of the television, eager to watch the latest shows and news programmes. What better way to reach the hearts and minds of customers, if not through advertising between television programmes?

TV advertising has long been a medium for brands and businesses to ‘show off’ their products and services – for good reason. Not only can you reach a national audience within a very short space of time, it is a brilliant format upon which you can display the visual design, practical effectiveness and overall benefit of your product. Audiences love commercials, past and present. And, if your commercial is well designed and catchy, it will resonate in the minds of your customers for years to come.

So, the question is: could TV advertising help brands to strengthen customer loyalty? The answer is unequivocally, yes. In fact, we would go so far as to argue that there’s no better way to grow your customer loyalty scheme!

At the crux of TV advertising isn’t just trust, it’s appeal. Customer loyalty is rooted in how appealing your product is, and how long for. You don’t want a customer to stray to another, seemingly superior product after purchasing yours. TV advertising is a sure way to get and retain their attention.

There is a terrible misconception that TV advertising is old-fashioned or out-of-date. Really, this couldn’t be further from the truth. TV – even against the rise of streaming services and on-demand video – remains as popular as ever. Platforms like YouTube, or the more recent TikTok, certainly grab attention; it’s debatable whether they can keep it! If we notice a certain trend of ads on these platforms, we can notice how most of the users promote products and services based on their experience. They advertise in such a compelling way that it encourages those users to check them out at least. However, most of them blindly do not follow the trend. They might do research on their own, check out the followers count, read comments, and so on. It is believed that if you have a higher follower count, you are a credible person on the internet. What they don’t understand is that those influencers could perhaps be making use of bots and growth tools (check out for reference) to garner maximum attention. Those tools understand the basics and work in such a way that attention is drawn to the profiles. Only a handful are still reliant on TV adverts rather than social media ads. Customers are not so loyal to adverts that come and go in a matter of seconds, and in most cases, they rarely remember the name of the brands they do like! TV is different. Rapid-fire content has shortened our attention spans, and arguably our memory. With extended adverts, some of which reach 2 minutes, customers connect to the purpose and the ethos of your brand. They know who you are and what you do, and are likely to remember such.

Strengthening customer loyalty through the medium of TV advertising relies heavily on knowing your demographic. You need to know what long-held customers want, and part of this is dependent on their own feedback. TV advertising enables you to maximise on the wants and needs of your customers; once your campaign hits national or regional television, have your call centre or e-commerce platform ready and waiting! Interest (and the ensuing reviews) can determine what has worked with your advert, and what hasn’t.

More often than not, customers who have purchased a quality product once, will always purchase the same one again. As the age-old adage goes, if it’s not broken – don’t fix it! We like what we know, and what we know we can trust. Take this adage seriously: we know that customers are more inclined to trust a product once shown on TV, and if this product is one they already use or love, you’ve just secured a lifelong customer.