By Michael Fyshe

Television commercials have been a staple in marketing strategies since the advent of television itself. However, ever since the advent of the media agency, buyers have not been close enough to the creative product to account for all the creative assets available and, as such, to plan and buy efficiently.

Case in point: if you watch basketball games on Sportsnet, or really any sports programming, you will consistently see the same commercial repeated over and over again. Aside from being extremely annoying to the audience, this practice diminishes the effectiveness of the message and also has a detrimental impact on the brand’s image, and on the network.

One of the primary drawbacks of over-running commercials is the wear-and-tear it imposes on the message itself. Television commercials can be very expensive and should be held to a planned frequency over any purchase cycle to ensure they remain effective. When commercials wear out, they risk becoming monotonous, lose their impact and become annoying background noise.

Like a hit song that gets overplayed on the radio, consumers are more likely to tune out or become disinterested when a commercial overstays its welcome. The initial creativity and uniqueness of the advertisement may be overshadowed by frustration, and the very purpose of advertising – to create brand awareness and influence consumer behavior – is compromised.

Beyond the immediate wear on the commercial message, over-running commercials can have lasting effects on a brand’s image. Consumers are highly discerning and value their time. When a brand is associated with over-running commercials, it sends a message that the company prioritizes its own interests over the viewer’s experience.

Moreover, viewers may perceive the brand as desperate or lacking in organizational discipline and budget. Managing media properties together with creative assets is fundamental marketing. This negative perception can translate into a loss of trust and credibility, factors that are crucial for building and maintaining a strong brand.

The habit of over-running commercials in television programs may provide a temporary boost in advertising revenue, but the long-term consequences for brands and networks are significant. By ensuring that your media agency is working closely with your creative agency, the buy should never exceed the ability of the creative assets to fulfill the campaign requirements, which is to ensure that you have enough creative assets to optimize frequency.

Michael Fyshe is a founding partner at Reynolds & Fyshe, and the former president and CEO of BBDO Canada