As we sit and enjoy our evening TV shows we inevitably see commercials for a variety of products and services. Within that variety we are exposed to a wide spectrum of quality.
I feel that we as an audience instinctively sense the difference between Local and National commercials; let’s try to articulate the difference. I will share my thoughts about the differences I see and then you tell me your thoughts and your own independent musings.
Below, I have listed a few key differences between Local and National Spots. These are not rules or even theories, in the scientific sense, but some aspects that I watch for when creating a commercial.
The usage of graphics
Local spots use graphics more liberally than National. Local spots want to convey more specific information than National spots. The easiest way to put more information into a spot is to add textual graphics. Don’t get me wrong though, there are spots that are “heavy” on the graphics that work in both National and Local spots.
Fact Laden Scripts
National spots tend to dance around facts or delicately nestle them in tidy packages within the spots. Local spots seem to use every opportunity to articulate the facts throughout their spots. However, there are exceptions and both approaches have their advantages and disadvantages.
What’s my motivation?
Typically national spots want you to “feel” and local spots want their audience to “learn”… in a nutshell. Both of these approaches can backfire. Make the audience feel too much and they may not learn. Try to give too much info and your audience may turn the channel, space out, ignore your message, or simply not be able to remember the info.
Best Least Memorable Commercial?
We have all had this conversation:
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“I saw this hysterical commercial last night! Did you see it?”
“What was it for?”
“I don’t remember… but it sure was funny!”
The flip side is confusion that comes about by trying to educate your audience to fast. This can be due to a fact heavy script and/or over use of graphics to explain your business and services. Pick a message, boil it down to its essence, and wrap it up in an exciting package.
The Solution?
When we consult with our clients, we strive to give the client a balanced commercial with appropriate levels of National “Feel” and Local “Learn(ing)”. By focusing on the core message and relating it to your audience, we focus on making a memorable spot that leaves them with the core lesson – your website, business name and/or your custom jingle rolling around their head for days.
