Insights
The Revival of the TV Commercial: Why Television is Becoming Your Best Friend Again
Television commercials, once the gold standard in marketing, have weathered turbulent times. For decades, commercials etched brands into the collective memory of various generations. Then came the digital age. The end of this once mighty medium seemed imminent. Seemed, because the TV commercial is making a comeback, though it never truly disappeared. Everything comes back. Yes, but where does this revival come from and more importantly, how can you as a brand benefit from it today?
The Golden Years of Television Advertising
In the early '90s, a new era dawned for television advertising in Flanders. With the arrival of VTM in 1989, the media landscape saw its first commercial player, and with it, real TV commercials. What was previously impossible on public broadcasting became a daily occurrence: brands had a platform to bring their story directly into Flemish living rooms. And how.
The first commercials were often straightforward, remarkably recognizable, and effective. Think of the detergent ads - the super spontaneous Dash TV tests or the journey with Dixan into the fibers of your laundry, anyone? - food and various household appliances... In a time with limited channel offerings and high viewership per program, TV commercials offered a unique opportunity to reach a mass audience with a single spot. Brands not only built brand awareness, but they also gained a face, a voice, and a place in the daily life - and often the collective memory - of the viewer.
With catchy jingles, brands managed to haunt the minds of every viewer. Try this test: show this commercial to someone over 40 and see how long it takes before they start singing along.
The End of an Era
With the digital television introduced by Telenet in 2005, our viewing habits took on new forms. Better picture quality and additional channels provided greater comfort for viewers. Digital TV gained popularity and peaked around 2014: digital TV was almost the norm in Flanders. From then on, however, it was a different story. Digital television is especially declining among 25- to 34-year-olds. In 2024, only 58% of them still had digital television.
Our relationship with advertising also changed. Digital television gave us the power to simply fast-forward through annoying commercials. And guess what, Flanders quickly found that fast-forward button. The once impressive medium was suddenly reduced to a disruptive interruption. Brands still invested large budgets in TV commercials, but their ROI kept shrinking.
Trendy and contemporary innovations took over. Online ads, social media, and influencer marketing were here to stay. And TV seemed to have lost its shine for good.
Don’t Call it a Comeback...
Today, the tide seems to be turning again. And ironically, it is the same digital revolution that threatened to finish off TV commercials that is now reviving them. The Streamz and Disney+ of this world, YouTube with its non-skippable pre-rolls, and streaming platforms with cheaper subscriptions including ads, are giving TV commercials a second life. And that gives advertisers back the edge that seemed lost: the undivided attention of a clearly defined audience is up for grabs again.
In 1990, Veerle Dobbelaere played the ideal daughter-in-law. As a budding actress, she was able to introduce revolutionary washing techniques to her mother-in-law.
Programmatic TV: Efficiency and Precision
In addition to the new platforms for watching TV, programmatic TV is also emerging, an important technological evolution with a significant impact - a good one, believe us - for advertisers. Brands can now advertise very specifically. Previously, you were forced to launch broad and expensive campaigns, whereas now you can determine your target audience, region, and spots very specifically with a limited budget. Not everyone has a dog or children.
DPG Media, for example, offers such targeted ads via VTM GO, where the advertiser precisely determines which viewer sees which message, based on viewing behavior and preferences. The VRT with VRT MAX and PLAY have similar options, each with its own target groups and advantages. This creates a new climate where TV advertising not only becomes more efficient but also more accessible and affordable for smaller brands.
More Accessible Than Ever
The cost of producing commercials has also significantly decreased in recent years. Technologically, we have made great strides, production processes have become much more efficient... in short, we can achieve much more with a smaller budget. High-quality TV advertising is no longer exclusive to large brands with "unlimited" budgets. Compact production teams with the right know-how are now realizing professional spots. This not only lowers the threshold for choosing TV advertising but also ensures more diversity and unprecedented creativity in the TV landscape.
Brands master your brain in the most diverse ways. Because what this little guy says at the end of the commercial is still a one-liner – for the older youth.
And the Future of the TV Commercial?
Exciting times for advertisers, ad creators, and of course, TV advertising itself. Personalization is becoming crucial. With increasingly smarter algorithms, TV commercials will also become more tailor-made. Custom advertising also allows the commercials shown to be more relevant and personal. For every viewer. Combined with innovative formats and techniques such as interactive ads and real-time optimizations, television has everything to grow back into an essential medium within a contemporary, relevant media mix.
The TV commercial is not dead. Let that be clear. It has taken off again thanks to new technologies and changing consumer behavior. For brands - yes, even the smaller ones - it is the moment to embrace television and tell your message powerfully and very much on point to your ideal audience. Smart use of TV advertising will undoubtedly help you build your brand and image as in the golden times.