Whether an experienced business owner or starting, you’ve probably considered advertising on television at some point in your career. If so, you’ve likely asked yourself several questions about how to best buy television ads to get the most exposure while spending the least amount of money possible.
If you’re serious about your business, TV Media Buying may be the best route to take your business to new heights. However, television media buying isn’t as simple as purchasing airtime and hoping for the best. Hence, it’s important to have as much information as possible about how to use TV media buying as an effective tool to grow your business or brand awareness.
In this article, we’ll answer all your most important questions and give you everything you need to know about TV media buying, including which mediums to use, when, where to place your commercials, and much more!
What Ad Formats Should I Use?
When it comes to ad formats there are basically four main types of television ads, each with advantages and disadvantages.
A 30-second spot is the most common form of an advertisement on television, and it often features a company’s slogan or other branding messages.
A 15-second spot is also commonly used by companies in their marketing campaigns because it takes up less time and therefore costs less money than a 30-second spot. In addition, the 15-second spot usually uses an emotional appeal to get viewers interested in a product.
However, business owners should remember that they may need more than one type of advertisement depending on what they’re trying to advertise, who they’re trying to reach, and how much money they want to spend. For example, if a company is trying to market new office furniture, they might want to use a 30-second commercial with beautiful images of the new products.
On the other hand, if they target mothers with young children looking for affordable furniture, they might want to use shorter advertisements and put them on popular daytime shows like The View. No matter which option they choose, there are many ways to create effective TV media buying advertisements for different purposes.
How Do I Manage My Spend?
You need to know how much you will spend on your ad campaign. This will help you determine your budget and how many commercials you can afford to buy. Once you have a budget, you must find the right media outlet to reach your target audience. You also need to consider the cost of production for your commercial.
Finally, you need to track your results to see if your TV ad campaign is successful. Make sure you have someone on your team with good attention to detail who can run reports. The goal of any advertising is for people to remember the brand and purchase it again in the future, so measure this by counting repeat customers.
Remember that not all consumers are the same – young professionals and retirees living in different parts of town may be interested in different products. Also, your budget may be higher or lower depending on what type of consumer you’re targeting.
For example, you might decide to spend more money on billboards around downtown where older adults live than on television ads airing at 8 p.m. when younger professionals are watching their favorite shows.
Note: It’s important to find out which media outlets work best for your demographic before spending money on an expensive ad campaign.
Which Networks Should I Buy On?
There are a few things to consider when purchasing ad time on television:
- You need to identify your target audience and what times of day they are most likely to be watching TV.
- You need to research the different networks and determine which ones reach the most people in your target demographic.
- You need to compare rates and decide how much you will spend on each ad.
The more time you buy (or airtime), the cheaper it is per minute, but there is no set rule regarding how many minutes you should purchase.
For example, suppose a certain network has higher ratings during the early evening hours but costs more per minute than another network that runs during primetime hours. In that case, purchasing more airtime from the cheaper network may make sense because it’s still reaching viewers in your target demographic at an affordable price.
However, go with the more expensive network if you have a lot of money to spend on your campaign and want to reach as many people as possible. In addition, other factors like production quality and branding can affect pricing – so don’t forget those!
What Are Time Periods And Tiered Pricing?
Television advertising has two types of periods: dayparts and flighting. Dayparts are the specific times of day when people are watching TV, and flighting is a schedule that outlines when your ad will run.
Advertisers usually buy ad time in blocks or units. The most common unit is the 30-second spot, but 15-, 60-, and 120-second units are available. Pricing for ad time is based on the number of viewers a particular show has.
For example, if you wanted to purchase a 15-second slot during Monday Night Football, you would have to pay more than if you wanted to purchase the same slot during The Price Is Right. Tiered pricing refers to how much an advertiser pays depending on what channel they want their commercial to air on.
For example, if I’m trying to get my commercial shown during primetime shows like Empire or NCIS, I might have to pay $700 per airing. Tier one includes ABC, CBS, NBC, Fox and CW. Tier two includes cable channels like USA Network, TBS, TNT and Discovery Channel.
Local stations usually have higher rates because they can reach a more targeted audience. However, as with any advertising campaign, it’s important to do your research before buying time slots so you know where your target market watches.
Defining the Time Frame and Demographic Helps in Finishing the Project on Time
One of the most important steps in TV media buying is identifying your target demographic and developing a message tailored specifically to them. How can you do this? Try these three methods!
First, define who you want to reach using psychographics (how they live their lives) and demographics (who they are).
Second, pick one emotional trigger that resonates with them and bring it into focus in your commercial.
Finally, come up with an engaging storyline that’s relevant to them.