General Cycling Discussion - No bicycle ads on T.V....Why?

Why don’t bicycle manufactures/companies advertise on television?

I can watch TV and never see an ad for Trek, Schwinn, Giant, or any bike company you want to name. It seems to me that if a bike company wants to change the way that the American people view cycling, that they would advertise on one of the most popular mediums available to them.

Most of the people that I know who don’t ride a bike, view bicycles as being for kids, or a hobby for racer want to be types. Or, worse yet poor people, or alcoholics without a drivers license, or a tree hugging environmentalist.

Why not have an ad that shows an adult riding to the convenience store, or commuting to work…and don’t show just the young and fit people riding a bike; show more of a realistic cross section of all ages, sexes and body types. I think they should show the more utilitarian side of cycling, along with the fun, and health benefits that can be gained. Most baby boomers grew up riding bikes, why not try to get them back on the bicycle again, by taking away the stigmatic view that most non-riders have of a person on a bicycle… What better way to reach most of these types than a TV commercial?

I personally think that the bike companies are missing out on a huge opportunity by not advertising on TV, especially in this day and age of thinking green. They have the opportunity to make riding a bicycle very hip and trendy, but most of all viewed as a viable means of transportation.

Oh well, I just wanted to express my thoughts on the matter… maybe I will have a bumper sticker made that says “My second car is a bicycle”, or something like that.

What do you all think: should bike companies advertise on television?

I believe you are right, about the power of advertising. Still, can they be blamed for thinking the television watching part of the population is not really their market. Really, some people watch tv from dinner to bedtime. They are going to spring for a wide screen long before they put down a fraction of that price for a bike.

What do you all think: should bike companies advertise on television?They should, and they do. But they target their audience. You won't see bicycles advertized on "CSI:Miami" or "American Idol". But I've seen television ads for Trek, Cannondale, Specialized and Cervelo during cycling and triathlon programs.

It all comes down to costs and television ad effectiveness. Television is one of the most expensive ad mediums out there. Perhaps some bike manufacturers have discovered they get more bang for the buck running magazine ads or paying for dealer perks when they reach certain sales volumes. And with the increasing popularity of TIVOs, television ads are reaching fewer and fewer people.

schwinn had alot of commercials when they released the new stingray......not sure ive seen any others

Why aren't there ads for Titleist golf balls when I'm not watching a golf tournament?

Same reason. Target audience.

Why aren't there ads for Titleist golf balls when I'm not watching a golf tournament?

Same reason. Target audience.

Target sells Titleist?

:D

Why aren't there ads for Titleist golf balls when I'm not watching a golf tournament?

Same reason. Target audience.

I agree, but I think with the right type of ad they could expand that target audience quite a bit. I never used to see hunting ads on regular TV, only on the outdoor channel, and so on. But, as of late I have been seeing Bas Pro Shop ads on at prime time on Fox news and other channels... I understand target audience, but I also understand preaching to the choir...

I think anybody that would be inspired to purchase by a bike commercial would probably head down to xmart to buy one.

In America we live in a car culture, not bike culture. Hence every other add is for a car or SUV. I wonder if advertisements are different on Copenhagen, Denmark TV....

In America we live in a car culture, not bike culture. Hence every other add is for a car or SUV. I wonder if advertisements are different on Copenhagen, Denmark TV....

The number of automobile and pharmaceutical TV ads remind me of the deluge of cigarette commercials of many years ago before they were banned. Just goes to show who has the big bucks to spring for today's high dollar TV airtime.

In America we live in a car culture, not bike culture. Hence every other add is for a car or SUV. I wonder if advertisements are different on Copenhagen, Denmark TV....

I hear you about the car ads, that is why I think bicycle manufacturers could somewhat fight fire with fire, so to speak. I have also wondered about TV in Europe and if they have bicycle commercials there… Maybe someone from that part of the world will share if they do or not…

I think anybody that would be inspired to purchase by a bike commercial would probably head down to xmart to buy one.

Yes, but that is good too... if it gets them on a bike. And, if they have a good time, where might they buy a bike to upgrade in a year or two? Maybe the LBS...

You would think that the running shoes are a big thing.

It's just economics. It costs thousands of dollars to run a single advertisement on commercial television, so the advertising has to increase sales by enough to cover that cost before it becomes a worthwhile exercise. That means each individual advertisement has to generate quite a few bicycle sales in order to cover the costs. On the other hand, selling a single car probably covers the cost of a number of advertisements -- hence the marketing bombardment in that direction. Let's face it, cycling is at best a niche market, so advertisers are always going to target areas with a higher concentration of potential comsumers than the general population, hence the number of advertisements in the average cycling magazine.

If you're really bothered by what's on television, just turn it off and go for a ride.

Kids' bikes are regularly advertised, so that's a big segment of the market right there.

I do agree that non-x-mart bikes could stand to be better advertised, as could the average LBS. I think the real question is, "Why doesn't the average LBS get an ad or two up on the local cable channels? They'd prolly hit their target audience pretty well during Adult Swim." I think an LBS that did a good job of advertising its Electras or "cruising concept" bikes could get some good bang for their buck thereby.

But then I remember that LBS's make their money off of selling parts and jerseys to the hardcore enthusiasts, and it all makes sense again. The bikes themselves have small margins, so it's less and less worth advertising them as the main draw.

Kids' bikes are regularly advertised, so that's a big segment of the market right there.

I do agree that non-x-mart bikes could stand to be better advertised, as could the average LBS. I think the real question is, "Why doesn't the average LBS get an ad or two up on the local cable channels? They'd prolly hit their target audience pretty well during Adult Swim." I think an LBS that did a good job of advertising its Electras or "cruising concept" bikes could get some good bang for their buck thereby.

But then I remember that LBS's make their money off of selling parts and jerseys to the hardcore enthusiasts, and it all makes sense again. The bikes themselves have small margins, so it's less and less worth advertising them as the main draw.

I regularly see adds for specialized and Cervelo on OLN. They are on so much I have resolved never to buy a Specialized or a Cervelo.

The only "bicycle advertisements" I've seen, outside of the commercials run on VS aka OLN during a cycling event, are those LandRider infomercials and for X-Games Bikes. But it's near Christmas, so you'll see a few more bike commercials aimed at the kids. It's like tennis, bowling, golf, etc etc...bike companies are only going to pay the ad rates if it reaches a target audience or age group that "has a higher probability" of becoming sales.

If gas prices keep going up, I would suspect people will demand/buy more hybrid or diesel car and trucks rather than look at alternative modes of transportation....although I have been seeing more and more people (adults) riding bikes the past few months. Looks more like they (adults) are riding bikes to make short runs to the local store or just for exercise rather than commuting or riding for more than a few miles. If you were a bike company, how would you market your bikes to those kinds of people? And what price points are potential buyers willing to spend up to? The "Urban Bike" or "City Bike" is a hot category right now...Wired News even ran an article about it a few months ago:
http://www.wired.com/cars/coolwheels/news/2007/09/interbike_urbanbikers

my bumper sticker would say my second car is a unicycle - but it would be on my bicycle... lol

Tons of Cervelo ads on Versus during TDF. And I saw an ad Sat. on NBC during the coverage of a triathalon, but don't remember the bike brand.

bikes DO get plenty of exposure, though - in SUV ads, medicine ads, family style geared ads - why bother to advertise if someone else is showing your products in prime time? my son tells me that Chuck's nemisis has a fine bike which he works on alot...

I almost got sick of seeing Cervelo ads during the TdF. ALMOST.

Very few unicycle ads in bike magazines

Maybe bicycles would be more in demand and usage would go up if our stores/malls/shopping centers were more bicycle friendly. If the roads were designed for the casual rider. If there was a safe easy place to park while you shop. If access to these places was easy. It's an interesting thought. Perhaps bicycling in general should be advertised to show the health advantages and how "green" it is to ride a bike in lieu of an auto. Maybe the bike manufacturers should get together and advertise collectively.

bikes DO get plenty of exposure, though - in SUV ads, medicine ads, family style geared ads - why bother to advertise if someone else is showing your products in prime time? my son tells me that Chuck's nemisis has a fine bike which he works on alot...

I do agree that I seem to see a lot more bicycle riders on TV in other ads anymore, that was what prompted me to start this thread in the first place. I wonder if the non-bicyclist watching those commercials ever get an idea to get a bike from watching an SUV, or Bank, or Bladder control drug commercial.

Why don’t bicycle manufactures/companies advertise on television?

Simple answer: Bang for the buck.

There just aren't enough cyclists to justify such a wide (and expensive) advertising net.

... Brad

Maybe bicycles would be more in demand and usage would go up if our stores/malls/shopping centers were more bicycle friendly. If the roads were designed for the casual rider. If there was a safe easy place to park while you shop. If access to these places was easy. It's an interesting thought. Perhaps bicycling in general should be advertised to show the health advantages and how "green" it is to ride a bike in lieu of an auto. Maybe the bike manufacturers should get together and advertise collectively.

I think the advertising will have to come first though to get the general public thinking along those lines. I don’t think the Malls or Stores will take the Field of Dreams attitude (if you build it they will come) I think more of the general public will have to demand it.

But, I very much agree with what you are saying overall… :)

"… maybe I will have a bumper sticker made that says “My second car is a bicycle”, or something like that."

How 'bout "My FIRST car is a bicycle"?

I saw ads run by Schwinn very often on TV during the early to mid-1970's. At the time, some of the ads were aimed at children but they soon covered people of all ages. By the 1980's, the adds stopped. Sad.

wtf, mate, www.cycling.tv (http://www.cycling.tv) has nothing but cycling ads.;)

I think a more interesting question is why isn't there a cycling channel on cable.
When you consider there are channels dedicated to all sorts of activities, why not? Is there enough money between ALL bike manufacturers to build something that would help them all?

A little more information to think about...

I work in commercial production (televison, actually writing/filming/editing commercials), and i've been riding for many years. The first question i would answer is "what are you trying to sell?"

A company like Trek, for example, would probably run ads similar to a car companies, like Nissan. They could make ads featuring individual models, which would work if they hit their audience. I would say the average American would not understand the different between a "Trek Model A" and a "Trek Model B," nor would they care, since they look the same and function the same.

Trek could focus on different types of bikes, for example, mountain bikes or comfort bikes. They could sell that "category" of bikes easier than a whole spot about the new Trek Fuel 9.

If the commercial spots ran in a cycling or even sports specific environment, say, during the Tour de France, you could easily advertise the latest Trek or Cervelo. If you ran it on a local affilate, the cost versus return would be pretty low. A bike company would have a hard time effectively using television to sell a specific item, however, they could sell "cycling" as a hobby, sport, activity, transportation, etc. For example, Trek could "sell" the idea of commuting to work by bicycle, it's health benefits, etc., while depicting all Trek merchandise. Cervelo could "sell" the idea of bike racing, and racing with Cervelo brand bikes.

Local bike stores would be a little different. First, they would have to get approval from the manufacturer to use/advertise the products. If, say Specialized, did not approve the ad, they would not allow it to be run. Or, they might have stipulations on it's use. That's why cell phone stores have to list they are a "brand-x" retailer.

A bike store could, however, "sell" itself. They can advertise who they are, what they do, how to help, upcoming sales/promotions, etc. The main drawback, however, is cost. They can shop around at different stations to find a good deal, but bike shops have such a low profit margin, making television a less than ideal choice for advertising. How do most people learn about bike shops? Phone books, location, and word of mouth.

Plus, there's a big difference between making a commercial, and buying the airtime to run the commercial. Lets say it costs $1000 to make a commercial, to write, film and edit a 30-second spot. You still have to buy the time on a station to air it, which could run, say, $10,000 for some nice spots (primetime tv, in your target audience, with several repetitions). More cost effective would be to put that same spot on the internet, on a cycling website where you're guranteed your target audience, at a fraction of the cost.

Chris L had it mostly right, the profits might not cover the costs of the advertising. There's several companies/businesses i've worked with who went out of business despite the tv spots, or had to pull their commercials off the air because they were costing too much.

I imagine that most avid bike riders don't need commercials; and they are the ones who spend the big bucks. They have been riders since the training wheels fell off.......... Exposure??? What about Elliot with the ET in his basket, you don't get more than that............all SORTS of biking in that movie, although young............

...Why not have an ad that shows an adult riding to the convenience store, or commuting to work…?

That would be a public service announcement. For the benefit of all. Unfortunately it seems like everything is for profit only. Sorry but I LOVE public service announcements, turning off the water, energy efficient light bulbs, wonderful!

That would be a public service announcement. For the benefit of all. Unfortunately it seems like everything is for profit only. Sorry but I LOVE public service announcements, turning off the water, energy efficient light bulbs, wonderful!

I still think it could be both… I think with the right concept in advertising, a bike company, or LBS could present a positive message without being preachy about it. As has been said… it is sad that it is all about profit all the time. But I am by no means naive about the economics of it. Money do make the world go round :(

Are you trying to tell me Landrider stopped showing their infomercial?:eek::rolleyes:

Why don’t bicycle manufactures/companies advertise on television?


Why not have an ad that shows an adult riding to the convenience store, or commuting to work…



I saw a commuter on a bicycle in a Crate and Barrel ad on tv today out here in Chicagoland. The bicycle wasn't the product being advertised, but the ad did make bicycling look good.

Car companies can afford to make TV commercials.

(numbers in millions) 2007 01 86997. 2007 02 56953. 2007 03 57269. 2007 04 07012. 2007 05 57181. 2007 06 77206.

( http://www.economagic.com/em-cgi/data.exe/cenm3/a36avs )

That's 7.2 BILLION dollars a MONTH. That's probably how much bicycles sell in a decade. I hate to mix raw numbers with pure guess work, but bicycles were not even listed. But I think we can all agree that when you're doing 7 billion a month in business, you can drop a couple hundred thousand on TV commercials. How many bikes would you have to sell to make a few hundred-thousand dollars on bikes so that doing a commercial is economically viable?

Maybe that Bank of America commercial where the bike keeps following the guy who loves it (it makes my heart go pitter-pat!) will inspire demand & lotsa commercials, and we will be in the vanguard!

Once despised and brushed aside (by speeding SUVs driving in the bike lane), we will be seen as shamanistic soothsayers and prescient prophets!!!