Limitations of Television

Last Updated on Fri, 08 Dec 2023 | Marketing Communications

Although television is unsurpassed from a creative perspective, the medium has several disadvantages that limit or preclude its use by many advertisers. These problems include high costs, the lack of selectivity, the fleeting nature of a television message, commercial clutter, limited viewer attention, and distrust of TV ads.

Costs Despite the efficiency of TV in reaching large audiences, it is an expensive medium in which to advertise. The high cost of TV stems not only from the expense of buying airtime but also from the costs of producing a quality commercial. Production costs for a national brand 30-second spot average over $300,000 and can reach over a million for more elaborate commercials.5 Many advertisers such as Burger King, Coca-Cola, and others develop commercials specifically for certain ethnic markets such as African-Americans and Hispanics.6 More advertisers are using media-driven creative strategies that require production of a variety of commercials, which drive up their costs. Even local ads can be expensive to produce and often are not of high quality. The high costs of producing and airing commercials often price small- and medium-size advertisers out of the market. IMC Perspective 11-1 discusses the most

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Readers' Questions

  • millie
    What limitations does a tv show have?
    10 months ago
    1. Time: Most television shows have a limited amount of time in which to tell their story, which prohibits some stories from being as complex or as detailed as they would be in a feature film.
    2. Budget: A television show generally has a smaller budget than a feature film, which limits what can be included in the production.
    3. Language: Television networks have limitations on language and content that can be broadcast. This limits the types of stories that can be told.
    4. Distribution: Television networks generally have a smaller reach than feature films, which limits the reach of the show.
    • ines
      Which of the following is not a limitation of a television medium?
      1 year ago
      • Inability to control the speed of the content delivery.
      • petros
        What are the limitation of television?
        1 year ago
        • There are several limitations of television:
        1. Limited interaction: Television is a passive medium, where viewers have limited control over the content and cannot actively engage or interact with what they are watching. Unlike newer technologies like the internet, television lacks the ability for two-way communication.
        2. Limited content and variety: Television channels have limited airtime and cater to a broad audience, resulting in a limited variety of content available. This can lead to repetitive programming and a lack of niche or specific interests being addressed.
        3. Ads and commercial interruptions: Television relies heavily on advertising to generate revenue, leading to frequent interruptions and longer viewing times due to commercials. This can be frustrating for viewers who wish to watch programs uninterrupted.
        4. Influence on viewer behavior: Television has a significant influence on viewer behavior and can shape public opinion. This influence can be both positive and negative, depending on the content being broadcasted. Television can promote stereotypes, unrealistic body standards, violence, or unhealthy behaviors.
        5. Time limitations and scheduling: Television programming follows a specific schedule and is limited by time restraints. This can be challenging for viewers who have busy schedules or live in different time zones, as they may miss out on certain shows or events.
        6. Cost: While some television channels are available for free with an antenna, accessing a wider variety of channels and premium content often requires paid subscriptions or cable/satellite services. This cost can be prohibitive for some individuals or households, limiting their access to television programming.
        7. Dependence on external factors: Television reception can be affected by external factors like weather conditions or technical issues. This can result in disruptions and affect the quality of the viewing experience.
        8. Lack of individual customization: Television content is generally produced for a mass audience, limiting the ability to customize programming to individual preferences or interests. Viewers may only have limited control over what they watch or when they watch it.