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Is TV Right for Your Local Business? A Guide for Home Improvement, Healthcare, Automotive, and Legal

  • Writer: Liz Mbwambo
    Liz Mbwambo
  • Aug 7
  • 7 min read

TV advertising remains one of the most powerful ways for brands to influence purchasing decisions, with an average ROI of 10:1 reported in 2023 (gitnux.org). As digital platforms continue to multiply, the role of television commercials is shifting, but their ability to drive results and build trust hasn't faded.


With connected TV and streaming services growing rapidly, businesses are faced with more choices and greater opportunities for precision than ever before. If you’re exploring how to blend these options with digital campaigns, partnering with a company to help you advertise in Orlando can help tailor strategies that fit both local reach and long-term ROI.


Understanding the Types of TV Advertising in 2025

When considering TV advertising, it's important to recognize the wide range of options available to businesses today. Organizations can choose from traditional broadcast advertising, cable TV, and digital formats like connected TV (CTV) advertising and over-the-top (OTT) advertising. Today, 60% of TV advertising is focused on digital and streaming platforms, a trend that's reshaping the industry.


CTV ad spending in the U.S. is projected to reach $30.1 billion in 2024, reflecting the rapid adoption of streaming and connected devices (oberlo.com). Smart TV penetration worldwide reached 75% in 2023, further highlighting the growing digital readiness of audiences.

Media buying with precision targeting is now possible through programmatic TV buying, allowing advertisers to reach specific audiences more efficiently. Each format offers unique strengths in audience reach and data-driven measurement, making it easier for brands to align their TV investment with overall business goals.


SMB TV Advertising: Industry-Specific Guidance

Home Improvement (contractors, HVAC, roofing): Start with hyper-local reach using CTV/OTT and addressable options to focus on your service radius. Lead with proof (before/after visuals, warranties, financing) and a clear CTA that drives to a quick estimate or booking. Pair TV with search and local pages so viewers can convert immediately, and track calls/QR scans to tie spend to booked estimates.


Healthcare (clinics, dental, urgent care): Prioritize trust and access. Feature providers, accepted insurance, hours, and easy scheduling, then drive to online booking via QR or a short URL. Use proximity-based targeting on CTV to reach nearby households, keep messaging clear and compliant, and measure results by new patient appointments and cost per appointment.


Automotive (dealers, service centers): Align creative with current inventory and offers, and keep pricing and availability accurate. Use TV for reach and CTV for in-market precision, then send viewers to model- or service-specific landing pages. Track leads, store visits, and service bookings to understand which placements are moving shoppers.


Legal (personal injury, family, bankruptcy): Lead with credibility—attorney on camera, practice focus, and straightforward next steps—while including required disclaimers. Keep targeting within your serviceable geography and maintain consistent CTV presence to build recall. Prepare intake to respond fast, and use unique numbers or QR codes to attribute qualified consultations.


How Much Does TV Advertising Really Cost?

The cost of TV advertising varies depending on market, timing, and format. A 30-second national TV commercial during prime time averaged $115,000 in 2023, while local TV advertising offers more accessible entry points for smaller businesses (gitnux.org).

TV advertising costs are not one-size-fits-all—local campaigns can be tailored to fit a range of budgets.


Remnant inventory purchases represent a valuable savings tactic, especially for brands able to move quickly and adapt messaging. For brands willing to be flexible, remnant inventory—unsold ad slots—can provide discounted rates, making TV advertising more affordable for a variety of businesses.


Integrating this investment with an Orlando SEO company can also help amplify campaign results as part of a broader marketing mix.


Is TV Advertising Still Effective for Small and Medium Businesses?

Too many small and mid-sized companies overlook the potential of TV simply because of outdated perceptions about cost and reach.


Key takeaway: TV advertising can be highly effective for SMBs when campaigns are targeted and measured thoughtfully.


Approximately 43% of consumers claim they have purchased a product after seeing it advertised on TV, underlining the channel's ongoing influence (gitnux.org).


Marketers have found that integrating TV ads with digital campaigns further boosts overall campaign effectiveness, with 65% reporting improved results through cross-channel strategies.


For businesses looking to maximize media buying ROI in Orlando, local campaigns can deliver strong results, especially when paired with data-driven approaches and community-focused messaging.


TV Advertising vs. Digital Advertising—Which Delivers More Value?

Let’s compare the benefits and drawbacks of TV advertising vs. digital advertising to help you make a decision:


TV Advertising

Digital Advertising

Trust

72% of consumers consider it most trusted

Lower trust; more skepticism

Reach

Wide, especially for mass-market campaigns

Highly targeted, scalable globally

ROI

10:1 average in 2023

Varies by channel and industry

Integration

80% of TV ad campaigns use cross-platform

Often integrated with TV for max reach

TV advertising is considered the most trusted form of advertising by 72% of consumers (gitnux.org).


Approximately 80% of campaigns using TV include cross-platform elements for maximum reach. 52% of advertisers acknowledge the complementary value of combining TV and digital campaigns for maximizing results.


For a deeper dive into automation and targeting, see our programmatic advertising for small businesses guide.


Integrating TV and digital often yields the best outcomes, leveraging the strengths of both.


The Power of Modern Targeting—How TV Ads Reach the Right Audience

Modern TV advertising targeting has advanced significantly. Programmatic TV buying increased by 35% in 2023, signaling a move toward automated, data-driven audience selection (gitnux.org). 91% of TV advertisers now utilize some form of data-driven targeting.

Advertisers can use demographic, behavioral, and geographic data to deliver highly relevant messages.


Connected TV (CTV) advertising enables brands to target viewers based on streaming habits, while addressable TV lets advertisers deliver different ads to different households watching the same program.


OTT advertising guide for Orlando businesses can help you explore these options in more depth and determine how to reach your ideal audience.


While these improvements have increased efficiency, overexposure and missed opportunities still exist, with the top 50% of linear TV households receiving 94% of TV ad impressions.


As the industry shifts toward advanced targeting, TV ads are not just about mass reach; they're about making meaningful connections.


Compliance, Risks, and Best Practices in TV Advertising

As targeting becomes more sophisticated, compliance and best practices in TV advertising are critical. Broadcasters and media operators are increasingly focused on technologies that boost efficiency, support distributed production, and enhance audience engagement while meeting regulatory standards (tvtechnology.com).


Non-compliance with data privacy laws such as GDPR and CCPA can result in significant fines and damage to brand reputation.


Programmatic TV buying and data privacy are central concerns, especially as regulations develop.


It's important to understand advertising laws, obtain consent for data use, and document marketing workflows to avoid regulatory risks. Unlocking your Orlando marketing plan: strategies that work provides more insights into holistic, compliant marketing approaches.


Real-World Results—Case Studies of TV Advertising Success

TV advertising remains a high-impact tool for brands across industries. Companies that increase TV ad spending see an average revenue growth of 12% annually, while retail brands experience a sales lift of 20% during TV advertising campaigns (gitnux.org).

TV campaigns can also raise brand recognition by up to 60% in certain cases.


For more industry-specific results, explore our marketing case studies to see how brands have leveraged TV ads for measurable growth and increased brand awareness.


Should Your Business Invest in TV Advertising? (Decision Checklist)

To decide if TV advertising is right for your business, consider these factors:

Is your target audience reachable via TV or streaming platforms?

Can your budget support a campaign (local or national) that delivers sufficient frequency and reach?


Are you able to integrate TV advertising with digital or other channels for maximum impact?

Do you have a plan for compliance and measurement?


For every dollar spent on TV advertising, an estimated $4.50 in sales revenue is generated, indicating strong conversion efficiency (gitnux.org).


If you're ready to explore this channel further, schedule a free consultation to discuss how TV ads can fit into your broader strategy.


Frequently Asked Questions

Is TV advertising still worth it for small and mid-sized businesses?

Yes—when campaigns are targeted and measured thoughtfully. TV remains influential, with 43% of consumers reporting they’ve purchased after seeing a TV ad. Results improve when TV is integrated with digital, and local campaigns (including in Orlando) can perform especially well with data-driven planning and community-focused messaging.

How much budget do I need to get started?

Costs vary by market, timing, and format. A 30-second national prime-time spot averaged $115,000 in 2023, but local TV offers more accessible entry points and can be tailored to a range of budgets. If you can move quickly and stay flexible, remnant inventory (unsold ad slots) can reduce costs. Pairing TV with other channels—like an Orlando SEO strategy—can also amplify overall ROI.

What’s the difference between broadcast, cable, CTV, and OTT—and which should I choose?

Broadcast and cable deliver broad reach and are great for mass awareness. Connected TV (CTV) and over-the-top (OTT) are digital/streaming formats that enable more precise, data-driven targeting and measurement; today, most TV ad activity is focused on these digital environments. Programmatic buying helps you reach specific audiences efficiently. The right mix depends on your audience, goals, and budget.

How can we maximize ROI while staying compliant?

Combine TV with digital for stronger outcomes—marketers report better results with cross-channel strategies, and most TV campaigns now include cross-platform elements. Use data-driven targeting and programmatic buying to focus reach, and set a clear plan for measurement. On compliance, understand applicable advertising and privacy laws (e.g., GDPR/CCPA), obtain consent for data use, and document workflows to mitigate risk.


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