All you need to know About TV Advertisement for Small Businesses

According to media experts, television advertising still sits at the top of the list when advertisers make media purchases. Maximum revenue is derived from TV advertising when compared to other forms of advertisements. Over the years and repeatedly, it has proved to be the best channel for the marketers for reaching local and national viewing markets. It is extremely profitable for businesses or organizations who indulge in nationwide TV advertisements.

Broadcast TV vs. Cable TV Advertising

For any small scale business, it is essential to understand the differences between spot television and spot cable advertising.

Broadcast Helps Reach More People

If you are intending to reach more viewers, spot television advertisements will suit your purpose. Broadcast TV includes the local channels which are accessible by everyone as it comes for free over the air. Hence, while you cannot target your advertising, it will fit your goal if it is all about brand awareness.

Cable Helps with Target Advertising

Cable includes all the channels for which you have to pay. Such channels attract a section of a specific audience backed by a smaller reach than advertising on broadcast TV. If you’re trying to reach a very specific demographic or group with a limited budget in your hand, cable may be your best option.

Perks of TV Advertisement

As per the advertising researchers, the average number of the consumer is exposed to three hundred to three thousand advertising messages each day. Here are some of the advantages of a TV advertisement.

Appealing to the Senses

In the advertisement world, there lies a cut-throat consumer competition and TV advertising is the best way to get the attention of potential buyers. TV advertising is the only medium that uses the power of sight, motion, and sound properties to trigger the senses of the consumers. While TV is considered the dominant “mass medium”, television advertising continues to deliver the greatest potential to reach the target audience profile.

Widespread Reach

National broadcasters reach over 120 million viewing households and almost 300 million individual viewers. TV succeeds at reaching almost everyone which is almost 90–95% of the Indian consumers.

Always Evolving

With time, TV advertisement has continued to evolve, grow, and thrive. A recent trend has evolved where small businesses buy super-abbreviated spots of 15 seconds. These spots are cost-effective for small businesses to purchase. For example, a video ad can burst onto a web page unannounced and these TV spots are so quick that viewers choose to watch these rather than skipping it.

TV Advertising Disadvantages

Even though TV ads are full of benefits, it has its own set of disadvantages as well. Even though the disadvantages are very few, a small scale business should not overlook these as well.

Cost

Costs of TV advertising, including commercial production and spot purchase, is quite high. Advertising experts say that it costs almost in lakhs to make a TV commercial which might prove to be quite expensive or small businesses.

Small businesses generate revenue by working with a local TV station for a successful ad campaign. If a TV station has the required equipment and studio space, it may help produce the advertiser’s TV commercial at no cost only if the business conforms to purchases ad spots over several months.

Commercials Get Skipped

TV advertising may contain a temporary message and the value of these messages gets lost when the viewers skip the commercial. To engage the viewers in a better manner, some businesses decide to make longer infomercials. While some popular brands might be successful in making longer infomercials that manage to incite customer awareness and sell products, others somehow fail to capture the attention of the viewers.

Takeaway- Some of the Best Practices in TV Advertising for Small Businesses

Before we wrap up, here’s a list of best practices that every business must follow to reach their set goals.

● Advertisers should focus on enhancing brand recall, general advertiser recall, overall likability and message recall.

● According to Nielsen, the combination of TV commercials and digital video advertising is extremely powerful when advertisers want to accomplish high levels of prospective buyer awareness.

● The advertiser should avoid the temptation to create many TV commercials at the beginning of a TV advertising campaign. Producing many commercials is expensive and can dilute the advertiser’s viewer recall goals.

● The advertiser must settle the media budget and agree to the payment terms. Payments should be cleared on time without the unrealistic expectation of an increase in sales in a short-term.

● Focus on building goodwill with the firm’s media agent, network, videographers, sales representative and others involved in the media campaign’s development.