TV advert evolution across time
The TV evolution of ads has been fast-paced and subject to constant changes, and it has come a long way since its beginnings. From black-and-white commercials to extremely colourful digital campaigns, the evolution of TV ads is a reflection of both, the latest technological advancements, and the changes in audience behaviours.
Over the past decade, however, the pace of change has accelerated dramatically with the rise of social media and streaming.
The 1950S: the beginning
As we discussed in a previous blog, the first television commercial shown in the United Kingdom was for Gibbs SR toothpaste in 1955.
Aside from the fact that they were in black and white, we can claim that they were considerably lengthier and stilted than modern ads. The key feature, however, is that advertisers could use every single frame in the commercial with a written caption and make it a newspaper advertisement. Many analysts believe they were simply moving newspaper advertisements.
Food brands and soap powder makers were among the first to use this kind of advertising more than others. For example, Persil, a soap powder maker, made several early 1950s advertisements that were just videos identical to their posters.
But, while it wasn’t ideal, it marked the start of a new age of TV commercials in the United Kingdom.
Video: Persil TV Advert
The 1960S: the why and the establishment of the standards
The appearance of presenters in television ads highlighted this decade. These were well-known TV show hosts or even theatrical performers. Companies were attempting to demonstrate the efficacy and credibility of their statements by using them.
Finally, they would summarise why the product should be purchased. Although we now regard this as a simplistic structure, it was creative and extremely efficient at the time.
This decade saw the birth of advertising magazines (admags) such as Jim’s Inn, which allowed small marketers to showcase their items and explain why customers should buy them. They were able to complete 300 weekly 15-minute episodes with familiar faces and a welcoming environment. However, in 1963, Parliament made them illegal.
Interesting fact: due to secret cartel agreements among manufacturers, there were no automobile or alcohol commercials throughout this decade.
Video: Jim’s Inn TV Advert
The 1970S: evolution and introduction of colour
We can clearly see the TV advert evolution throughout this decade. Instead of informing the viewers why they should start using the product, they felt that demonstrating to them how to use it would be more effective.
Another significant difference from the previous decade is the level of creativity, which is likely due to the fact that people were already bored with simple commercials and demanded higher-quality ones. And, as with everything else in life, what customers demand is what companies supply. Furthermore, advertisements adopted colour throughout this decade.
During the 1970s, competent authorities overturned the automobile cartel agreement, so there were plenty of television commercials from the sector. Newspapers, such as The Sun, were another business that began to employ television, followed by the Mirror after The Sun’s popularity.
Finally, a new form of advertising was developed: corporate advertising.
Video: The Sun TV Advert
The 1980S onwards: the era of regulations
Prior to this decade, there were several limitations on which products could and may not be promoted. As a result, the Adam Smith Institution issued a study declaring that the cigarette, betting, charity, and religious organisations, should be free to sell themselves on television.
We’ve discussed how, in the 1960s, advertisements focused on why people should buy the product. And then how in the 1970s, they focused on how they could use it. In the 1980s, interactive advertisements began to appear, such as the Mazda advertisement, which invited viewers to record the advertisement in order to enter into a competition to win a car.
An interesting fact: the bank First Direct conducted an experiment. It was about broadcasting the same ad on ITV and Channel 4 at the same time. However, one had a favourable outcome and the other a bad one.
Video: First Direct Bank TV advert
How it is today
There has been a huge TV advert evolution, but it has been accompanied by laws. There are more laws now, thanks to the establishment of the Advertising Standards Authority, which enforces the BCAP Code. Furthermore, video advertising covers not just television but also other channels such as social media.
2012-2014: The Rise of Connected TV (CTV) and Streaming Platforms
During these two years, connected TV (CTV) and streaming platforms like Netflix, Amazon Prime, and Disney+ started gaining popularity. Due to this, audiences shifted away from traditional scheduled programming to on-demand viewing, advertisers had to rethink their strategies. Instead of relying solely on TV slots, brands began to target their advertising within streaming platforms, ensuring their message reached the right audience based on their subscription data and at the right time.
A good example of CTV was Paramount+’s ad for the Super Bowl LVIII. Why is it good?
The ad strategically targeted Millennials with nostalgic elements. The humour and celebrity star power engaged both–Millennials and Gen Z to increase conversion potential.
The use of nostalgia by integrating popular culture references from the 1990s and early 2000s, such as iconic TV shows, music, or celebrities, resonates with one target audience. Whilst then tailoring certain elements for younger audiences will allow your campaign to have a vast reach.
2015-2017: Shifting Audience Behaviours and Second-Screen Engagement
By the mid-2010s, audience habits had shifted significantly. As attention spans got shorter, and multiple screens are used at once, viewers increasingly watched TV while browsing on their phones or tablets. The “second screen” behaviour increased the need for fast-paced, punchier ads that captured attention quickly. Because of this, brands started producing:
• Six-second bumper ads: to deliver quick, memorable messages.
• Interactive ads: that invited viewers to engage with the content directly.
• Personalised ads: tailored to viewers’ preferences, using data-driven insights.
2018-2019: The Power of Digital Integration
As TV advert evolution moved quickly and so did the digital platforms, a merge in them occurred. Brands began blending their TV campaigns with social media and online content to create multichannel strategies. This cross-platform approach widens a campaign’s reach while encouraging a closer interaction and engagement with the audience through QR codes, clickable links, and social media tie-ins.
2020-2022: The TV Evolution of Ads – From Static Ads to Storytelling
In the early 2020s, storytelling became a predominant tool that was incorporated too in the creative process of ads. Instead of commercials that solely focused on the product, brands began to invest in emotional narratives that resonated with viewers. The shift was due to a growing demand for authenticity and a connection that surpassed the screen.
2023-Present: The Role of Regulation and Ethical Advertising
With greater creative freedom came increased responsibility. Advertising standards tightened significantly, with organisations like the Advertising Standards Authority (ASA) ensuring content remained ethical, transparent, and appropriate. This strengthened trust between brands and consumers in a competitive advertising space.
What’s Next for the TV Evolution of Ads?
Looking ahead, expect TV adverts to become even more interactive and data-driven. Advances in AI and programmatic advertising will allow brands to deliver hyper-personalized content that speaks directly to individual viewers. Meanwhile, the growth of augmented reality (AR) and virtual reality (VR) may introduce immersive ad experiences that bridge the gap between digital and traditional TV advertising.
Looking for more tips?
Check out our guide on Video Marketing Strategies.
As we have seen, television advertising has changed dramatically throughout the years and developed to where we are now. But it’s more likely that in a few decades, we’ll look back at today’s advertisements and think the same way we do about 70s and 80s ones.
We hope you enjoyed this trip back in time to the past decades. Thank you for taking the time to read my blog.
Marta.
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