Billions of people worldwide watch TV regularly, making local television advertising an essential promotion method for businesses to reach their customers and compete in the regional markets. The sudden and explosive lockdown-inspired boost in TV consumption has remained stable even after many countries have lifted COVID restrictions. Hence, the increasing popularity of cable TV is proof that it is part of the “new normal.”
Additionally, television has transformed into a diverse advertising tool for generating added value with broadcasts and over-the-top (OTT) services like video on demand (VOD) and online streaming platforms. Television advertising is also valuable for local businesses as it allows specific viewership targeting in a designated geographical region. A variety of channels catering specialized content to distinctly defined audience niches further simplifies the process.
Such extensive audience targeting capabilities, supercharged by global internet connectivity and OTT platforms, enhance the efficiency of ad campaigns, resulting in a higher ROI. Here are some valuable insights into the world of TV advertising services and how they can help your business venture.
TERMS RELATED TO TELEVISION ADVERTISING
Most people are unfamiliar with TV advertising-related terms, and hearing them for the first time can be a bit unsettling. To help you out, we’ve compiled a list of the most common words you can expect to hear while dealing with TV advertising companies.
- COST PER THOUSAND (CPM)
CPM is the cost of reaching a thousand viewers with your commercial. It is widely used for drawing cost-efficiency comparisons.
- COVERAGE MAP
Also called TV station coverage, it is the percentage of homes in a specified area receiving the same broadcast signal at any given time.
Dayparts are conventional segmentation of a 24-hour day for distinct time slot scheduling of advertisements.
Default TV dayparts are as follows:
Early Morning (05:00 am – 09:00 am)
Daytime (09:00 am – 03:00 pm)
Early Fringe (03:00 pm – 05:00 pm)
Early News (05:00 pm – 07:00 pm)
Prime Access (07”00 pm – 08:00 pm)
Prime Time (08:00 pm – 11:00 pm) [Monday – Saturday], (07:00 pm – 11:00 pm) [Sunday]
Late News (11:00 pm – 11:30 pm)
Late Fringe (11:30 pm – 02:00 am)
Overnight (02:00 am – 05:00 am)
Quantifiable viewer composition is defined based on age, gender, income, education, household size, nationality, and occupation.
- DESIGNATED MARKET AREA (DMA)
This terminology means assigning geographical regions for TV markets with smaller sub-zones for precise audience targeting.
- GROSS RATING POINTS (GRP)
It’s the sum of individual TV show ratings on a channel’s advertisement schedule without duplication.
The term states the total duration of a TV advertising campaign on air, from commencement to cancellation.
The number of on-air advertisement spots you’re running during a particular time frame.
The proportion of homes with television or subscribed to a particular cable network in an area.
Estimated percentage of viewers tuned in to a specific channel or show at a given time.
‘Reach’ means the number of unique viewers exposed to your TV advertisement in a specified duration.
It’s the percentage of total households with televisions tuned to a specific show or channel at a time.
Produced fifteen, thirty, or sixty-second advertisement videos highlighting a brand message.
It’s the period of sending out viewer rating surveys to TV markets for estimating viewership.
- TV EVERYWHERE
This term means the digital extension of cable tv subscriptions, including cable TV apps and online streaming services.
- UNIVERSE ESTIMATE
It is the total number of households or people with televisions in a given geographical zone.
- VIDEO ON DEMAND (VOD)
Video content with anytime-anywhere access, available sometime after the live broadcast.
Subcategorization within the DMAs allows a more precise audience targeting a specific local area.
REASONS TO USE TELEVISION ADVERTISING
TV offers unique advertising advantages that set it apart from other promotional means like radio, print media, banner displays, social media platforms, and other online and offline mediums. Let’s take a look at some of the aspects that make television advertising in Colorado an unmatched business growth opportunity:
- LIVE SPORTS
The broadcast of live sporting events is still the biggest crowd-puller in terms of both viewership and engagement. Our digital marketing agency in Denver offers the most rated sporting lists for you to advertise among relevant audiences.
- INTEGRATED TARGETING
Precise analytics previously missing in TV advertising can now be generated via OTT and other digital platforms advertising. Integrated ad campaigns cover all kinds of viewers at the same time.
- LOW-COST PRODUCTION
Small businesses can now use affordable A/V equipment, digital advertising partners, and small-scale production houses to create highly engaging and interactive TV commercials in Denver.
- SURGING VIEWERSHIP
Cable TV subscriptions remained stable throughout the internet age and recently surged in viewership across the board due to a global pandemic. Some famous TV shows even registered double-digit growth in viewer numbers.
Data suggests that these hardcore viewers are here to stay because they seem to be rediscovering the thrill of watching live and the latest content as they air rather than viewing it later. Hence TV advertisements still influence buying decisions, earn massive engagements, and have the highest trust rankings among consumers.
THE COST OF TV ADVERTISING SERVICES
Any professional TV advertising agency has no unified pricing packages since the campaigns are customized to specific marketing goals and predetermined criteria as follows:
- ADVERTISING PLATFORM
Different advertising platforms have varying customer reach, customization options, and geographical limitations. Broadcasts are great for reaching large viewerships in a vast area but are often more expensive. On the other hand, cable TV advertising targets designated zones to help businesses influence their local customers cost-effectively.
- EVERYDAY TIME SLOTS
The cost of TV advertising services depends on the competition. Prime-time slots are typically more pricey, while daytime or late-night slots are cheaper because of less competition.
- ADVERTISEMENT DURATION
Thirty-second ads are the most cost-effective as both fifteen and sixty-second ads are more expensive. Fifteen-second ads, called bookends, are shown at the start and end of commercial breaks and have limited inventory. In contrast, sixty-second ads offer a comparatively lower return on investment than a thirty-second spot.
- SPECIFIC SELECTION
When it comes to buying TV airtime, the more selective you are, the more you’ll pay. It is better to know who watches what and when from our internet marketing company in Denver to pick the perfect slots for your ad. The variable pricing structure allows extensive campaign customization capabilities in your budget.
AIRING YOUR CABLE TV COMMERCIALS
Airing TV advertisements is easy if you know what to do. Still, the easiest method involves hiring a reputed television advertising agency with ad production and placement capabilities. You can contact the cable TV provider in your area to advertise locally or reach out to channels directly for large-scale advertisements.
Planning your ad campaign is an excellent idea as it can take months for your commercial to air. However, Max Effect Marketing can streamline the process and get your ready-to-air commercials up and running in under a week. Our digital marketing agency in Denver helps businesses create agile ad campaigns to respond to market shifts rapidly.
Irrespective of what you choose, you should consider the following aspects and create a custom plan to meet your business goals before jumping into the process of airing TV commercials in Denver:
- Business Objectives And Priorities
- Advertisement Campaign Goals
- Target Customer Demographics
- Relevant Tv Channels And Shows
- Geographical Service Area Limits
- Traditional And Seasonal Sales Peak
- Ad Campaign Success Indicators
- Desired Consumer Activity
After evaluating your television advertising objectives and resources, you can develop a plan tailored to target your prospective consumers and meet your goals. You can also use valuable data from Nielsen media research to fortify your TV ad campaign.
Once your campaign is planned, you can move on to the ad production process. Following post-production and final editing, you should ensure video compatibility specs before uploading them to the channel for airing.
ACHIEVING LOCAL TELEVISION ADVERTISING GOALS
At Max Effect Marketing, the work does not end at just airing your ads. Constant observation of the reports generated from Google Analytics or other research tools will help you optimize the ad campaign for higher ROI. Reliable high-value data is generally available after your commercial has been on the air for at least a month. The longer your commercial is on air, the more consumers see your ad, leading to higher visibility and popularity.
If you’re still unsure how to air your TV commercials after going through this blog post, please get in touch with our internet marketing company in Denver. Our professionals will help you navigate the complex process of planning and executing an effective TV advertising campaign tailored to your business objectives.
We are the leading firm for television advertising in Colorado that offers tailored TV advertising services within your budget. Please read our blog to learn more about television advertising.