Just How Powerful Is TV Show Marketing?

Once upon a time, the most effective way to target your consumers was through TV show marketing. 

Each night, millions of families crowded around their TV sets to watch the latest episodes of their favourite shows. From Breaking Bad to Game Of Thrones, the golden era of television saw consumers glued to their screens and ready to be marketed to. 

Yet, this quickly changed. The rise of steaming services put an end to traditional TV advertising. Ad slots were removed, ad breaks skipped, and marketers were left scrambling to find ways to keep reaching their audiences. 

In 2024, is TV show marketing still a valid avenue for brands? Or, is it time they threw in the towel completely? 

TV SHOW MARKETING IN 2024 

In the modern world of marketing, TV has taken a major backseat to social media marketing. 

Marketing on social media is undoubtedly the best way for brands to reach their target audience. Digital marketing has an unrivalled reach and ability to provide targeted messages. 

Yet, believe it or not, TV show marketing is still a very lucrative business for brands. It is just not as simple as it used to be. Brands must tread carefully, and think outside of the box to find effective ways to reach their audiences. 

@humanoid_productions

Has TV marketing started to become an underrated advertising strategy? 🤔 #fyp #foryou #foryoupage #videomarketing #videoproduction #videotips

♬ original sound – Humanoid

In order to compete with their social media counterparts, TV show marketing has found new ways to optimise their practices. 

There has been a major shift in the TV advertising industry towards targeted TV ads, which provide personalised content to specific audiences; much like ad targeting on social media, this kind of advertising is far more effective for brands. Using AI technology and machine learning, advertisers can adapt their messaging to better cater to viewers. 

Moreover, the internet and TV are growing increasingly intertwined. This has given rise to Connected TV (CTV) and Over-The-Top (OTT) advertising, which offer consumers interactive ad experiences. These new ventures bring TV into the modern age, confirming its relevance in today’s advertising world. 

@dunesdigital

CTV — tv commercials are no totally accessible for businesses to run (and super targeted!) #ctv #digita#digitalmarketing #digitalstrategy #marketing #businessgrowth #strategy

♬ original sound – Dunes Digital

A major highlight of TV advertising is its ability to coexist alongside other kinds of advertising, such as social media and online platforms. Cross-platform campaigns are essential in our modern era; meeting consumers at every possible location they may visit. By crafting a two-pronged campaign that stretches across TV and social media, brands can assure that their audience is targeted perfectly. 

An excellent example of this can be found in Netflix’s “Emily In Paris”. 

“EMILY IN PARIS” AND TV SHOW MARKETING

“Emily In Paris” is one of the biggest shows of the moment, and its TV show marketing tactics never disappoint. 

The show has become known for its seamless integration of marketing, neatly excused by Emily’s role at a Parisian marketing agency. From luxury Rimowa suitcases to McDonald’s, “Emily In Paris” has managed to expertly pull off marketing campaigns with some of the biggest brands out there. 

The key to the show’s marketing success? It’s ability to combine TV, IRL and social media campaigns. 

@itsmandycherie

Trying the Emily In Paris meal from McDonald’s in Paris 😆🇫🇷🍔 #emilyinparis #mcbaguette #paris

♬ Mon Soleil (from “Emily in Paris” Soundtrack) – Ashley Park

Take “Emily In Paris”’s latest activation with McDonald’s, for example. In celebration of season three, the two brands partnered up to bring back the “McBaguette” as part of the “Emily In Paris” meal deal. Consumers were able to purchase the iconic sandwich along with macarons, fries, and a drink, and have their own “petit plaisir” as Emily coins it in the show. 

McDonald’s across the world advertised the meal on their social media accounts, spreading the word and encouraging users to share snaps of themselves enjoying it. The campaign didn’t stop there, Netflix included a scene in “Emily In Paris” of Emily enjoying the meal herself; thus creating a three-pronged-approach across TV, real life, and social media. 

As a result, “Emily In Paris” and McDonald’s were able to maximise their reach as much as possible, targeting their audience across three distinct platforms and generating mass amounts of online and offline conversation. 

THE FUTURE OF TV SHOW MARKETING 

Ultimately, TV show marketing has come a long way since it first began. 

The days of traditional TV marketing have long since been left behind, but this does not mean that the avenue is completely fruitless. When combined with a strong social media approach and an emphasis on technology of the future, TV marketing can be the key to a successful cross-channel marketing campaign. 

The future of marketing lies in finessing cross-channel marketing. As seen through the example of “Emily In Paris”, targeting your audience through excellent TV, IRL and social media marketing broadens your campaign reach and maximises its efficiency. 

Modern audiences are easier to reach than ever. Rather than simply engaging with their TVs, consumers use a variety of channels every single day. The key to successful marketing is occupying a genuine space on these channels. Through cross-channel marketing, brands can target consumers everywhere they turn; TV is an essential part of this. 

TV is truly everywhere, so jump on board the train and gain more eyes on your content than ever before!

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@sociallypowerful