Lamborghinis are typically bought by wealthy middle-aged men. While it is true that wealthy middle-aged men do watch TV, it’s not effective to use TV adverts, and could even be counter-productive, for two reasons.
First, only while TV adverts can reach almost all Americans, only 1% of those people are potential buyers of Lamborghinis. This makes advertising on TV an expensive waste of time and money because all an advert will ever do is entertain people who can’t afford to buy a supercar.
Second, affordable car manufacturers already flood TV time with adverts. This means that Lamborghini runs the risk of cheapening their brand identity and perhaps even appearing comical by running their adverts next to those for Ford and Kia.