Until now it has been accepted as an axiom that advertising saturation works as a negative factor for the effectiveness of the ads.
And it usually keeps on being so, by the loss of attention from the consumers that ad saturation produces, or may cause. But the saturation axiom is not so unquestionable as it may appear at first sight, it needs for some nuance.
There is not always a correlation between intensity of the advertising – amount of publicity perceived – and the discomfort produced. The more or less discomfort depends on the sectors. At least this shows the study on Contact Points of the Brands with Consumers carried out by TNS in seven European countries, including Spain.
The great television channels could find in the reflections arising from the data provided by the TNS report a clean river where they can get their sins washed away, a chink that lets them escape from the ad saturation stigma.
Antoni López, Director of the Brand and Communication area atTNS and responsible for the study, advises on an antidote against the ad saturation resulting from the increase in competition between brands: “…it is critical rooting the advertising in the interests of consumers to generate low levels of discomfort, as well as planning properly the channel through which the consumer is going to be contacted. It is necessary to put creativity on and, for sectors whose advertising generates higher levels of discomfort, it is critical never using contact points considered as intrusive”.
Despite these interesting thoughts and advises by López, and accepting that there are sectors where advertising cause less, or few reject, the lack of space leads in some ways – think of television – to such chronical ad saturation that this situation becomes hardly berarable for viewers.
Despite this, and with the “apparent” loss of effectiveness that causes the current huge concentration of ads, the curious thing is that the spots remain profitable for advertisers. Miracle!… Long Life to the saturation in tv!.
Image over the headline.- Ad jam. © Eastwind
