How do consumer preferences influence TV commercial production?

Consumer preferences are arguably one of the factors that directly influence a company's TV commercial production process. Researching and developing TV commercial scripts and motifs based on trends and customer interests is a way to get closer to potential customers, bringing effectiveness in both brand recognition and revenue for businesses today.

What are consumer preferences?

Consumer preferences can be broadly understood as the interests, tastes, needs, and spending trends of people in society – more specifically, the potential customers of a business. Observing and researching consumer preferences is a crucial stage that businesses need to undertake before conceptualizing, producing, or marketing new products, and it directly influences the production of TV commercials at each stage.

Consumer tastes reflect the needs, preferences, and shopping trends of people in society. 

Consumer taste research typically considers factors such as:

• Age/Marital Status/Gender: Shopping needs and preferences differ across age groups, and are also influenced by factors such as gender and marital status. For example, single women under 30 tend to shop for makeup from a wide range of brands and price points to experiment, while married women over 30 tend to buy fewer products but focus on quality and effectiveness.
• JobDifferent types of jobs also affect customers' psychology, needs, and consumption patterns. For example, people in jobs requiring frequent communication and interaction tend to be interested in beauty and personal care products, while those working outdoors will need products that protect their skin and health. Furthermore, occupation impacts income levels, living standards, and the products a person consumes.
• Consumer behavior and habits: For example, whether shopping is done in person or online; whether shopping is frequent or only on special occasions also contributes to gathering more information about consumer preferences.
• Cultural trendsSocio-cultural factors and living areas also influence shopping needs and interest in different products.

Several other factors, including personal preferences, psychology, socio-political factors, and promotional programs, also influence consumer tastes. Businesses need to research these factors to plan branding, marketing campaigns, and TV commercial production accordingly.

How do consumer preferences influence TV commercial production?

Consumer preferences can reflect current societal trends and needs. Meanwhile, when businesses want to get closer to customers or sell products, they need to understand the preferences, needs, shopping habits, or generally speaking, the tastes of their target customers. By clarifying these factors, businesses can completely "control the game," even attracting customers who initially had no need for the product.

So how can consumer preferences influence TV commercial production?

TVC content and format

One of the most noticeable influences of consumer preferences on TV commercial production is the content and format of the commercial. Every day, every week, customer tastes and interests can change. This means that if the TV commercial script remains stuck in the same old pattern and format, it will be very difficult to reach consumers.

Based on customer preferences, businesses need to develop appropriate TV commercial scripts and formats.

For example, modern TV commercials no longer focus solely on product details, production methods, materials, etc., but are increasingly popular in formats with storylines, content, the ability to convey emotions and empathy, or the appearance of celebrities or other celebrities. influencerTherefore, if a TV commercial wants to reach and be more appealing to customers, businesses naturally need to meet these needs and research and adjust the script and format accordingly.

Furthermore, adapting TV commercial formats to customer preferences involves factors such as color, style, imagery, and interface. Besides using the brand's colors as the main theme, some businesses in specific industries also need to grasp trending colors each year and change their style to be youthful and modern to suit different customer segments.

Change the way you approach customers.

Previously, TV commercials were primarily released on popular platforms like television or YouTube. However, with current social trends, advertising on only these two channels is insufficient. If consumers tend to stay updated on news and spend more time on other social media platforms like Facebook, TikTok, and Threads, then businesses must also upload TV commercials to these channels to reach customers.

On the other hand, based on the platform's reach, TV commercials also need changes in interface and content to be more suitable. For example, TV commercials broadcast on TikTok often prioritize vertical backgrounds and concise content, while TV commercials shown on YouTube allow horizontal backgrounds with customizable length. Therefore, adjustments in format are necessary to suit the needs of these online platforms.

Adjust the message

In recent years, consumer preferences have tended to favor messages with humanistic meaning, sustainability, a focus on people, patriotism, or pressing social issues. Additionally, TV commercials need to be concise, memorable, and adaptable to various situations, easily spreading and garnering customer interaction. Thus, consumer preferences directly influence the TV commercial production process.

The TV commercial message needs to develop in a humanistic way, in line with current tastes. 

Some messages from major brands resonate with consumer tastes, offering positive influences that businesses can learn from during TV commercial production, such as Nike's "Just Do It," VPBank's "For a Prosperous Vietnam," Vinamilk's "Rise High Vietnam," and Maybe she's born with it. Maybe it's Maybelline ("Maybe she's naturally beautiful, maybe it's Maybelline") from the beauty brand Maybelline.

Increase engagement and reach.

Understanding consumer preferences is the most effective way for businesses to successfully generate engagement and engagement. viral videoWhen a TV commercial's content and format resonate with viewers' needs and emotions, it's sure to attract interaction and spread through comments and shares. Achieving these results means the TV commercial goes viral, reaching more new and existing customers.

For example, the TV commercial motifs trending in 2025 There is a growing trend towards applying virtual reality technology, with scenarios focusing on patriotism, family affection, or featuring celebrities. The Omachi brand completely based its 2025 Tet TV commercial on these consumer preferences and achieved resounding success in terms of both brand recognition and revenue.

Should TV commercial production be based solely on customer preferences?

Of course, given the above factors, producing TV commercials based on consumer taste research is essential, but not sufficient. Customers are diverse and not all are the same. Some people in their 30s may have the same youthful tastes and preferences as those in their 20s. Conversely, some high-income customers may still have a more modest spending habit, only buying when necessary. Therefore, simply researching and applying consumer taste research in theory is certainly not enough.

While TV commercials may be based on consumer preferences, they still need to showcase the unique identity and personality of the business.

On the other hand, while consumer tastes influence TV commercial production, businesses still need to ensure their own unique identity. This means that even if the TV commercial follows trends and caters to popular tastes, it must still clearly reflect the brand's distinctive style and appeal to the target audience. Simply chasing trends while losing sight of the company's essence can have negative consequences.

On the other hand, tastes can change over time and may even only exist for a certain period. Therefore, focusing too much on customer preferences can sometimes lead to unsustainable TV commercials, which may only go viral or gain attention for a short time before quickly becoming outdated and unable to last long. The cost of producing, advertising, and distributing TV commercials is also considerable, so it's certainly not feasible to produce them continuously to chase trends.

Therefore, while consumer preferences influence TVC production, businesses should avoid imposing them in an inappropriate or hasty manner. Surveying and researching consumer preferences and using that information for creativity and innovation is crucial. Proactively creating trends instead of simply following them is essential. Furthermore, maintaining brand identity, paying attention to competitors, and always striving for long-term sustainability will make TVCs more engaging, memorable, and deliver the desired results.