Why Companies Release Multiple Versions of the Same TV Commercials, Including Very Short Ones

Have you ever noticed that the same TV commercial appears on different networks and at different times, but with slight variations in length and content? This practice, known as multi-versioning, is a strategic move employed by many companies to maximize their advertising impact while optimizing their budget. In this article, we will explore why companies release multiple versions of the same TV commercials, including very short ones, and how this approach fits into the larger context of their advertising and media buying strategies.

The Cost of Media Buy

One of the primary reasons companies release multiple versions of TV commercials is the significant cost disparity associated with different media buys. Media companies sell airtime at varying rates based on several factors, such as the length of the commercial, the size of the audience, and the prime time slots. Typically, longer commercials cost more than shorter ones. Running a long commercial exclusively can quickly deplete an advertising budget, while shorter commercials can extend the life of the campaign and reach a broader audience at a lower cost.

Optimizing Advertising Budgets

Many companies allocate a specific budget for their TV advertising campaigns. By using multiple versions of the same commercial, they can stretch their budget further and reach more viewers effectively. Here’s how it works:

Longer Versions: These versions are typically used during peak viewing times or as part of a larger premium campaign. They often include more detailed information about the product or service, brand stories, and key selling points. Shorter Versions: These versions are used during less prime time slots or for broader distribution. They often focus on the core message and key points, making them cost-effective and still engaging. Briefest Versions: Sometimes, very short versions are used for quick insertions or as part of a continuous loop. These can be as short as 5-10 seconds, focusing on a single key message.

In essence, companies can run multiple shorter versions of the same commercial to maintain brand visibility without exhausting their budget. This strategy ensures that the core message is consistently reinforced across different viewing contexts while controlling costs.

Tactically Reaching Different Audiences

The second reason for releasing multiple versions of TV commercials is the ability to reach different audience segments more effectively. Different versions can be tailored to suit the preferences and consumption patterns of various demographic groups. For example, a longer version may be aired during the evening news, targeting a mature audience, while a shorter version is inserted into morning shows, capturing a younger, more fragmented audience.

Example: A company that sells garden tools might have a detailed version of their TV commercial showcasing the features of their latest products during a prime-time gardening show. Meanwhile, a shorter, more catchy version is continuously looped on a sports network to capture viewers who may not watch traditional gardening shows but are interested in maintaining their lawns.

Building Brand Awareness Over Time

A third reason for releasing multiple versions of the same TV commercial is to build and sustain brand awareness over time. Consistency is key in advertising, and different versions can reinforce the same message in various ways, ensuring that the brand stays top-of-mind for consumers.

Example: Coca-Cola’s long-running “Share a Coke” campaign is an excellent example of this strategy. While the core message of sharing moments with friends and loved ones is consistent across all versions, the creative elements, such as the specific names or details, can vary. This ensures that the campaign remains fresh and engaging, increasing the likelihood of consumers remembering the brand.

Conclusion

In conclusion, the practice of releasing multiple versions of the same TV commercial, including very short ones, is a strategic decision made by companies to optimize their advertising budgets, target different audience segments, and build and sustain brand awareness. By understanding these factors, advertisers can develop more effective and cost-efficient strategies for their campaigns.