Apaisado better than vertical: Uteca remembers that the best place to announce your brand is television

Jane Anderson
Jane Anderson
Imagen de un anuncio de hamburguesas

Thus, Apaisadito, where you can see better than in social networks

The format is, according to Uteca (Union of Commercial Televisions in Open), one of the advantages that brands can find when announcing in television. But so is trust, memorability or credibility of the environment, as the organization has highlighted in its last advertising campaign.

Demonstrated and produced by the Creative Agency Torreblanca penguin, The campaign highlights the greatness, notoriety and effectiveness of television against other channels, specifically, in the face of social networks limitations. Uteca’s message is that, given the growing fragmentation of attention, Television continues to be the most powerful medium to connect advertisers with consumers.

The campaign consists of three spots and in them, from humor, the aforementioned benefits stand out. The pieces laugh at the way in which the vertical format dazzles the creativity of advertisers and agencies and, on the contrary, how the Horizontal format Television allows you to better highlight your messages.

They put the focus on some concrete sectorssuch as travel, cars or restoration, which, as explained by Uteca, have a high advertising investment aimed at capturing consumer attention. “The campaign shows, thus, the efficacy for the brands to advertise in the most spectacular format, in its own space, known, careful, reliable and with the highest quality of reproduction“They point out from the organization.”The objective of the campaign is to transfer to advertisers in a very visual way the advantages and leadership of the TV support, collected by different advertising measurement studies

To support their message, from Uteca some data share, including those of the Fluzo measurement firm, which indicate that exclusive television contributed 67% to the total of the Coverage generated For the twenty advertisers with the most scope campaigns in the months of September and October 2024. Meanwhile, Digital only contributed 3% of the coverage exclusively.

It also alludes to Kantar Insights tracking figures, which point out that 94% of people remember advertising broadcast on television. And to the September 2024 barometer about the social perception of open television, made by Sigma two and two for Uteca, which establishes that for 77.4% of users television is where more shocking, emotional and spectacular are the ads, Again ahead of social networks (14.7%) and large video platforms (10.3%).

The campaign is being broadcast since January 31 on the 21 televisions that are part of Uteca.