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In a world where digital marketing seems to dominate every conversation, you might wonder: "Should my business consider TV advertising?" The short answer is yes. However, with the evolution of TV, people no longer differentiate the differences between "traditional" and "streaming". Think about your own viewing habits. Do you put a cingular focus on if your favorite show is playing from a cable box, your Apple TV or from your iPad? No...you simply watch it how it is most convenient.
To make matters worse: Some TVs come preloaded with cable subscribers app. And while yes you may be watching live cable...you are streaming it. So is cable really dead or has it simply changed how it is being watched?
Video advertising is still one of the most impactful forms of advertising. Video gives you the benefits of sight, sound and emotion. This means that TV advertising remains one of the most powerful ways to reach your audience. However, the type of TV advertising you choose can make a big difference in how successful your campaign is.
In this guide, we’ll explore the benefits and differences between Broadcast TV, Cable TV, and Streaming TV advertising to help you decide which option is best for your business.
What Is TV Advertising and Why Should a Business Consider It?
TV advertising is a tried and true method of reaching your audience through commercials on television. Imagine you are a local gymnastic center. How amazing and impactful would it be to see your commercial localized on the airings of the Olympics? Or if you are a local dealer that sells golf carts, having your commercial air on the Golf Network is an impactful way to build your brand to an ideal audience.
TV ads is a way to showcase your business or even an event to a wide audience in an engaging format, but doing it in a way that targets your ideal audience. With so many businesses focusing on digital marketing, why should a business consider TV advertising at all?
Because TV still has incredible reach, engagement, and offers options to target specific audiences. Whether you’re looking to grow your local customer base or make a splash regionally or nationally, TV advertising can provide the visibility and credibility your business needs.
Should Your Business Choose Broadcast TV Advertising?
If you want to reach a massive audience, the answer is likely yes. Broadcast TV is the traditional form of television available to everyone with a TV. Think your local stations like NBC, ABC, CBS, and FOX. These are the stations you can get with an antenna and do not necessarily need cable.
The Benefits of Broadcast TV Advertising
Unmatched Reach: Broadcast TV offers the widest audience of any TV platform. Your ad could reach millions of people in one go, especially during popular events like sports games, award shows, or primetime series.
Building Credibility: When your ad airs on a trusted network, it automatically gains credibility. Viewers associate your brand with the local programming they’re watching, which can make your message more impactful.
Larger Geography: Broadcast TV advertising works for businesses of larger sizes that may not need to consider their backyard as their geography. Broadcast generally reaches the entire market. If you own a local restaurant, and it is located in Orlando, the odds of someone from Daytona beach coming to you for lunch are slim. Broadcast may be better suited for businesses who want to cover the entire local market, like attorneys, electricians or plumbers.
💡Quick Tip: If you need to reach a wide, audience Broadcast TV may be a good option. Always do your research and ensure your specific audience is watching the specific network. This is where our agency can help! We do all the research to ensure you are picking the best networks.
Should Your Business Invest in Cable TV Advertising?
Unlike Broadcast TV, Cable TV targets niche audiences through specialty channels like ESPN, HGTV, and Nickelodeon. Cable can be purchased in smaller geographies like zones or even by zip code by using some of their streaming options.
Benefits of Cable TV Advertising
Highly Targeted Audiences: Cable TV shines when you want to focus on specific interests or demographics.
For example:
Advertising a new fitness product? Try ESPN, MLB, or TLC
Marketing home improvement services? HGTV viewers may be your prime audience.
Some cable can get precision down to the specific addresses. By targeting niche audiences, your business can make the most of every ad dollar.
Cost-Effective Advertising: Cable TV often costs less than Broadcast TV. If your budget is smaller but you still want to use TV as a platform, Cable offers a more affordable way to connect with engaged viewers.
Local Advertising Opportunities: Cable TV also provides opportunities for localized campaigns. If your business serves a set area, cable advertising can help you zero in on those communities without overspending.
Should your business consider TV advertising on Cable?
If you’re looking to target a niche audience, very specific geography, or save on costs while still reaching engaged viewers, Cable TV might be the perfect fit.
💡Quick Tip: Cable tends to have live programing like sports. Rarely do people rewatch sports the next day and can have a major effect on viewership.(1) Look into these special live programs to reach a more engaged audience. Our agency can help pick the best programing for your goals.
Should a Business Consider Streaming TV Advertising?
Streaming TV has taken the world by storm! With platforms like Hulu, Peacock, Disney+, and YouTube TV as a few leading the charge. According to the Nielsen November 2024 Gage report, streaming takes a whopping 41% of the monthly viewership. If your audience includes on-demand viewers, the answer is a resounding yes.
Benefits of Streaming TV Advertising
Advanced Targeting Options: Streaming platforms gather extensive data on viewing habits, locations, and preferences. This allows businesses to deliver hyper-targeted ads to their ideal customers. Using Streaming (or also known as OTT, CTV) you can get precise and target your audience even down to the address.
Interactive Features: Streaming ads often let viewers interact with your message. From clickable links to QR codes, you can guide your audience straight to your website or special offer.
Reaching Cord-Cutters, Cord Stackers and Cord nevers: More people than ever are “cutting the cord” or simply "stacking the cord". Some are even ditching traditional TV. If your audience is part of this growing trend, Streaming TV advertising ensures you stay relevant and visible.
💡Quick Tip: It is important to do your proper research to ensure your audience is still watching TV from a traditional cable box, or if they have migrated to streaming. Regardless if they are consuming cable, or have shifted to a different platform like YouTube TV people like to consume programing.
Viewership is changing, and getting more fragmented. There is no way of denying that. Most households have an average of 8 to 11 devices. Ensuring you are reaching your audience can be a puzzle. Knowing your goals is an important part to putting an effective campaign and media buy.
Comparing the Costs of TV Advertising
Understanding the costs is crucial. Here’s a quick breakdown:
Broadcast TV: Typically the most expensive, but has a larger reach, which sometimes can make the CPM less.
Cable TV: More affordable, especially for local or niche-focused campaigns.
Streaming TV: Costs vary widely but can offer excellent ROI thanks to precise targeting and data-driven insights.
💡CPM stands for "Cost Per Mille," which means "cost per thousand" in Latin. This refers to the price you pay for every 1,000 impressions. Though this is super important, it is important to look for cost per qualified and engaged impression.
The right option depends on your audience, goals, and resources. There is no cookie cutter answer. Schedule a consultation to see what may be the best option for your goals.
How to Decide: Should your Business Consider TV Advertising?
To wrap it up, if you want to grow your brand, increase visibility, and connect with engaged audiences, the answer is yes. But the type of TV advertising you choose depends on your needs:
Go with Broadcast TV for broad reach and mass appeal.
Choose Cable TV for targeted, affordable campaigns.
Opt for Streaming TV to engage access advanced targeting tools.
With viewership being so fragmented, we will look at the data and see which blend makes the most sense to avoid putting all your eggs in one basket. Depending your goals, and budget layering is beneficial. No matter what platform you choose, TV advertising offers a powerful way to elevate your business and connect with customers.
So, should your business consider TV advertising? The better question might be: Can you afford not to?
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