Person Watching Television Illustration (Source: istockphoto.com)

Having reached its peak in the 1990s, television advertising is now feared to be losing out to digital advertising on social media or e-commerce platforms. As early as 2025, Indonesia has already lost two private television stations due to bankruptcy.

According to Kumparan.com, there has been a decline in television advertising spending from various industries and brands. Data from Nielsen Media Research shows that between 2019 and 2021, television advertising spending in Indonesia decreased by around 8%, from holding an 85% market share to 78.2%.

So, is it still effective to place advertisements on television? In the midst of personalization and authenticity trends in the digital media, traditional media like television still has several key advantages that industries and brands can consider when placing advertisements. Here are 3 advantages of television compared to digital media:

1. Structured Viewing Experience.

 According to RRI.co.id, television remains the main choice for viewers seeking local content that is not always available on streaming platforms, such as news, sports, and national events. For instance, sports events with exclusive broadcasting rights on television allow the general public to watch without needing to pay subscription fees, unlike streaming platforms.

2. Television Has a Wide Reach.

 For audiences living in areas with limited internet access, television remains one of the main sources of information. Many large brands still rely on television for their advertising campaigns because television can reach a wider demographic compared to streaming platforms, which tend to be more segmented.

3. Television Has a Significant Audience.

Accessibility plays a crucial role in audience media consumption habits. While younger audiences prefer streaming platforms for easy access via mobile devices, older generations prefer television because it is easier to access for them, and there is no need to learn new skills like using mobile devices or the internet.

Conclusion:

 Advertising on television is still a viable option for industries and brands. However, innovation is a must to keep up with digital disruption, such as built-up/product placement advertisements in television drama scenes, creating creative advertising that follow trending timelines, and differentiating advertising formats for conventional television broadcasts and streaming platforms.

If you want to optimize advertising for your brand to remain relevant and innovative while delivering satisfying results, it might be time to consider partnering with Sparklink Advertising Agency.

The professional team at Sparklink is ready to become a driving force for your business to compete in the increasingly competitive digital world. With over 10 years of experience, Sparklink has delivered high-quality advertising services, such as TV commercials, below the line advertising, and built-in/product placements in over 20 famous Korean dramas like Vincenzo, Marry My Husband, and Hometown Cha Cha Cha. 

Contact our marketing team today at Sparklink.co.id to get the best advertising experience!

Source:

1. Afgiansyah. (2022). Masa Depan Iklan di Televisi. Kumparan.com. Accessed at 8 January 2025 from https://kumparan.com/afgiansyah/masa-depan-iklan-di-televisi-1yJB6uyrg24/2
2. Nurogo, Bayu Adi. (2024). Apakah TV Masih Relevan di Era Streaming?. RRI.co.id. Accessed at 8 January 2025 from https://www.rri.co.id/lain-lain/932429/apakah-tv-masih-relevan-di-era-streaming