TVC media bookings are “wasting” most of your media budget. So why doing TVC? “It was usually done and top management (everyone in the company) understands it”. For the sake of (mass) reach and awareness? Pls – let’s re-think.
E.g.: Facebook is reaching 1/3 of the global population. Now re-think how much people you could reach on Facebook during Prime-Time (8:15pm) even for for a much lower and more efficient budget (digital = tracking real activities), than you would reach with TVC.