It is kind of fashionable to say "the TV Commercials are dead". For many it is a way to claim they are fully embracing the digital and social media trend, completely rejecting the predominant communication model of 1920 (with the radio) - 2005. It is a modernisation claim! That I don't agree with.
First of all, "interrupting advertising" (the advertising the consumer gets because s/he is watching a show and then gets advertising in the breaks) is still a major force. Daily, many consumer choose to watch TV shows - it is not something that is forced upon them. Consumers have the choice of TV channel, of TV vs digital vs social vs newspapers vs ... and still choose specific shows. And the most effective way to communicate on that specific type of media consumption is through commercials in TV breaks.
Now, the point is quality. Of creativity, of being able to break the (considerable) clutter and strike the message on the hearts and minds of consumers and shoppers. And is actually the crucial point! It is not enough (it shouldn't be!) to air a commercial - it has to be the right commercial! Consumers need to remember the commercial, the brand, the message after watching the commercial. Creativity and quality need to strike these points!
And people like good commercials! It is curious to see that it even breaks strongly into the digital world. One of the most successful sites is Youtube, that has TVCs as one of its backbones - everyday, millions of people look for the "so dead" TVCs in this site. People like good commercials.
Now... Remember that TVCs shouldn't be considered alone. They should be integrates in a whole multi-touch point campaign, that shares the same creative idea.
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