TV Advertising: A Comprehensive Guide to Advertising on TV

8 min read

TVs have been an essential part of most homes for many years, and the modern age of content has made that even truer. They are used for our favorite shows, news updates, video games, education, and more.

Of course, the other primary use of TV is advertising. Despite digital advertising being at the top, TV advertising is still a vital part of numerous businesses’ marketing strategies.

Let’s take a closer look.

The Goal of TV Ads

Of course, just like any other type of ad, the goal of TV ads is to promote or sell a product or service. The frequency and reach of TV ads make them one of the most effective forms of advertisement.

According to research, U.S. viewers watch an average of 3 hours of TV daily

However, this number does vary depending on the age group, with adults 65 and older watching 4 hours per day on average. This offers ample time and opportunity for advertisers to gain exposure.

TV Advertisement Types

There can be a few different ways that businesses advertise on TV, but the most common is through commercials. Throughout programs, there will be ad breaks to display commercials, as well as between other programs starting. Average commercials are around 15-60 seconds.

Of course, viewers are not exactly thrilled about commercial breaks, but this is how TV networks generate a significant portion of their income.

Other types of TV ads include:

TV commercials: As discussed above, these are breaks in the programming to show advertisements. TV commercials can be further broken down into their own types, such as testimonials, promotional, celebrity endorsements, problem solvers, and many more.
Bumper ads: Bumper ads are short ad clips commonly shown before or after commercial breaks. They are typically around 5-10 seconds long and deliver a quick brand tagline or message.
Product placement: This is when a show or movie will feature a product or service prominently. Some examples of this are characters using an iPhone or showing a Coke can up close.
Overlay: Overlay ads are short banners that show or scroll on the bottom of the screen. These are used to promote upcoming shows, events, and sometimes products during live TV.

The above are not the only types of ads seen on TV, but they are the most common.

Other types include infomercials, sponsorships, interactive ads, call-to-action spots, and multi-spot campaigns.

What Makes a Great TV Ad?

Now that we understand how tv advertisement works, let’s uncover the keys to success in the dynamic realm of TV commercials. Let’s dive right in!

Clear message: The advertisement should have an easy-to-understand and reminder message that is strong and clear. When endorsing a brand, product, or service, the message needs to be conveyed clearly.
Emotional appeal: Whether it’s humor, nostalgia, empathy, or excitement, many well-received TV commercials arouse the viewers’ emotions. An emotional connection with the audience can help establish a lasting impression of the advertisement.
Relevance: A great television advertisement should speak to the interests, needs, and values of its target audience.
Strategic positioning and channel are key: Choose your media channel wisely. Even the most outstanding TV ad will miss its mark if it doesn’t reach the intended audience. Placing the ad in the right channels or during pertinent programs or events and targeting specific demographics can greatly amplify its reach and influence.
Creativity: Originality and inventiveness have the power to set an advertisement apart from the competition. Distinctive ideas, inventive narrative techniques, and surprising turns have the power to captivate audiences and create a lasting impact.

Channels of Advertising on TV

There are two types of TV that businesses can advertise on.

Linear TV advertising

Linear TV advertising is the traditional type that most people think of. This is where content is on a programmed schedule and has a “prime time,” which is when most people watch their TVs. Technically, linear TV can also be subdivided into cable TV, satellite TV, and “over-the-air.”

However, all of these include a program of shows, so the advertising on TV remains the same.

Streaming TV advertising

The modern age has introduced streaming TV, which comes with its own form of advertising as well.

This content is delivered in an on-demand format that allows viewers to choose when and where they watch.

Streaming TV is also called Connected TV (CTV) or Over-the-Top (OTT). Streaming services typically have tiered subscription packages, with ads being present in the least expensive ones. The ads are often shown before a show plays and in between episodes.

TV Advertisement Strategies

Now, here’s the kicker! To maximize the effectiveness of TV advertisements, advertisers employ various strategies tailored to capture viewers’ attention, evoke emotions, and ultimately drive consumer action.

By understanding these strategies and how they are implemented, advertisers can craft compelling TV campaigns that resonate with viewers and yield impactful results.

Emotional appeal: Numerous TV commercials employ emotional storytelling to stir sentiments such as joy, fond memories, or empathy. By establishing an emotional connection with viewers, these ads strive to foster a positive link between the product and the desired emotional states.
Demonstrations and testimonials: Certain advertisements exhibit the product in action or present testimonials from satisfied customers. Witnessing the product’s successful use can persuade viewers of its advantages and spur them to consider a purchase.
Celebrity endorsements: Companies frequently enlist celebrities or renowned personalities to endorse their products in TV commercials. Viewers might be swayed by the perceived credibility or allure of the celebrity, leading them to associate the product with success or desirability.
Persuasive messaging: TV ads employ compelling language and imagery to showcase the product’s distinctive features, benefits, or value propositions. By accentuating what distinguishes the product from competitors, these ads aim to convince viewers of its worthiness.
Repetition and frequency: TV commercials are frequently broadcast multiple times during popular programs or time slots to amplify exposure and reinforce the message. The recurrent exposure to the product can bolster brand recognition and influence viewers’ purchasing decisions over time.

What is the TV Advertising Cost

There are likely those wondering: how much does it cost to advertise on TV?

Well, there is no concrete answer to this question, as it can vary. The TV advertising cost can vary based on the ad length, air time, and which type of TV you want to advertise on.

Let’s take a look at some of the few factors that play a role.

Ad length: The basics of this are the longer the ad, the more it will cost to air it.
Air time: Ads during prime time or live events will be significantly more costly than other air times.
Type of TV: Linear TV ads often require a significant upfront cost to air an ad. Connected TV typically offers a month-to-month commitment and can be spread across different campaigns. Other streaming platforms will also allow ad purchases based on the amount of views.
Network/Channel: The network/channel you want to advertise can have varying rates for their ad space.

Outside of these varying rates, there are other costs to consider as well, such as production, editing, and the time of year.

Here is a breakdown of average costs for a 30-second TV commercial:

Local TV advertising: $5-10 per 1,000 views
National TV: $115,000
YouTube ads: $10-30 per 1,000 views
Hulu: $20-40 per 1,000 views

There are many other streaming platforms aside from the above that can vary in their costs as well, including Netflix, Amazon Prime, and more.

Creating an Ad for TV

Before you advertise, you need to create an ad, which can be done in several ways.

A business or advertiser can produce their own commercial or work with a production or advertisement agency. If the business is inexperienced in content creation, it may be a good idea to seek professional help to create an ad. After all, they will be spending money to show their ad, so it should be a high-quality piece of content for the best results.

Then, there is the matter of how to advertise on TV.

After producing the content, it needs a slot on a TV channel or streaming service. A spot-on linear TV is often obtained through an ad agency or media firm. For connected TV, businesses can go through an agency or contact the provider themselves.

TV Advertisements Examples

Here comes the surprise, or at least our favorite part! We’ve saved the best for last as we take a few minutes to journey through a collection of some of the most memorable, impactful, and innovative TV ads of recent times. Let’s have some fun as we uncover the brilliance behind these iconic TV ad campaigns.

Coca-Cola — “Hilltop”: Coca-Cola’s “I’d Like to Buy the World a Coke” commercial from the 1970s is a classic example of a feel-good ad promoting unity and harmony. (Watch the video)
Old Spice — “The Man Your Man Could Smell Like”: This humorous and irreverent ad featuring Isaiah Mustafa quickly became a viral sensation, revitalizing the Old Spice brand. (Watch the video)
Dove — “Real Beauty Sketches”: Dove’s campaign challenging beauty standards featured a powerful ad where women describe themselves to a forensic sketch artist, highlighting self-perception versus external perception. (Watch the video)
Amazon — “Alexa Loses Her Voice”: Amazon’s Super Bowl commercial humorously imagines what would happen if Alexa lost her voice, featuring celebrity replacements like Gordon Ramsay and Cardi B. (Watch the video)
Budweiser — “Whassup?”: Budweiser’s “Whassup?” commercial from the early 2000s became a cultural catchphrase, featuring friends greeting each other over the phone with the famous phrase. (Watch the video)

Regardless of which one was your favorite, from heartwarming narratives that tug at the heartstrings to witty campaigns that tickle our funny bones, television commercials have the power to captivate audiences in mere seconds.

There is a whole world in which brands compete to leave their mark and impact on consumers, and we hope to have tapped into a significant portion of the key takeaways and main points to help you succeed.

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Mar 25, 2024

About the author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.