Toronto has had a long list of successful TV commercials over the past decades, and these TV commercials have greatly influenced consumer behavior. Television is a powerful and effective medium in introducing products or services to the masses.
Among all forms of media, television still has the highest penetration rate. In Toronto, people from all walks of life have easy access to television. According to the Canadian Television Bureau, in 2010, male and female adults who live in the city – specifically those aged 18 and above – spent an average of 27 hours per week in front of the television.
Moreover, in the same year, the total reach of television in 2010 during primetime, which covers the hours between 7 to 11pm, has gone up to 98%. As a result, Canadian TV has a 29.5% share in net media revenues. This is the largest share among all media, including the internet. These facts only prove that TV still has the most power or reach when it comes to generating sales.
In essence, the commercials Toronto TV stations screen, or TV advertising in general, serves both producers and consumers through several functions. First, they create the demand for advertised products and services for targeted market groups in the locality. Next, they create competition between advertisers that offer the same kind of products or services. They also educate consumers about products and services available on the market. Finally, they change consumer behaviors and attitudes towards certain products and services.
The commercials Toronto TV stations screen can also have extra functions depending on what product or service they are advertising. In previous years, it has become a practice for big corporations to launch their social responsibility campaigns through television. These campaigns are made primarily to remind or educate people about certain aspects of social responsibility without necessarily selling a product or service.
In conclusion, television as an advertising medium, specifically the TV commercials Toronto producers make, does not only effectively function to boost the sales of a certain product or service but also to influence consumer attitudes in terms of preferences and information management.