Advertising on television usually means running a TV commercial, typically between 15 and 60 seconds in length, but TV advertising can also include sponsorships and product placement within television shows.
Television Advertising's Effectiveness
Though user habits are rapidly changing, television advertising has long been considered the most effective mass-market advertising format. The introduction of digital video recorders such as TiVo, which allows viewers to skip advertisements, as well as the popularity of commercial-free cable channels, have begun to diminish the reach and effectiveness of TV advertising.
Television advertising's crowning moment is the Super Bowl, where companies debut their very best television commercials, effectively putting them in competition with all of the other television commercials. With the cost of a single 30-second TV spot during the Super Bowl running into the millions, most companies opt instead for running their TV advertising in time slots that best match their advertising budget.
Television Advertising Costs
The cost of advertising on television is twofold: first, the cost of producing the commercial, then, the cost of airing it. The average cost of producing a national, 30-second TV commercial is well over $300,000 but commercials designed to air in local markets can be produced for much less. Most advertising agencies are experienced with producing TV commercials based on a wide variety of budgets and can help you design and produce a commercial that will satisfy your needs and your budget.
Television advertising rates vary greatly based on the market they run in and the time the spots are aired. Small- to medium-sized businesses will find that local advertising fits better with their budgets and marketing goals. A 30-second time slot in a medium-sized market can be purchased for as little as $5 per 1,000 viewers, meaning that you could pay less than $100 per commercial slot. Cheaper rates will also be available for off-hour programming.
Television Commercial Alternatives
There are alternatives for television marketing that don't include TV commercials. Your product or business can now appear, for a fee, within a television show, via product placements and sponsorships. More opportunities to advertise as part of a television show are developing every day. There are also opportunities to air commercials on the Internet as banners or streaming media. If these kinds of opportunities are of interest to you, be sure to make it part of your initial evaluation conversation when you contact an agency through All Advertising Agencies.