T.V. Advertising And The Cost
Kelly is a former Google Tech Entrepreneur and Apple Developer who has counseled businesses of all sizes and growth stages. You can find her expertise across Fit Small Business in marketing, business website, and business trend content.
However, as these are averages, you might find television costs less in your area based on the needs of your specific campaign. We’ll cover the factors that can influence the cost of television advertising in greater detail to help you determine if this marketing strategy makes sense for your business.
Keep in mind that the length of your commercial will influence both production and broadcasting costs. Naturally, a shorter commercial (e.g., 10 to 15 seconds) will cost less to create and air compared to a longer commercial (e.g., 30 to 60 seconds).
Television advertising is priced on a cost-per-thousand (CPM) basis, which is the cost for your ad to be seen by 1,000 people. The CPM varies widely depending on a few different factors, the biggest of which is location. To get estimated costs for airing a 60-second TV commercial in different markets, consider the following figures from the experts at Casual Precision, a media agency that specializes in offline advertising (TV and radio).
The CPM depends on how desirable the audience is to potential advertisers. For example, a TV show with a primarily female audience will be more desirable for a company that sells products that are purchased primarily by women. Additionally, viewer demographics, timing, and the location in which the ad airs can mean higher or lower ad costs.
As you consider TV advertising, remember that costs can vary depending on factors like the general demographics of the viewers, where and when the advertisement runs, the size of the viewership, and audience behavioral factors like whether viewers can fast forward through commercials. Keeping these in mind will help prepare you for changing ad cost quotes.
Adobe’s study of 1,000 TV buyers found that 2018 and 2019, marketers still regarded TV advertising as more effective than many other leading marketing avenues, including radio, search, and social media advertising. They believe it is more effective in building consumers’ emotional connections with brands. Consumers seem to agree; a Gfk/TVB study found that consumers regard TV marketing as the top influencer of their purchase decisions.
Most businesses looking to create a TV commercial will be tasked with finding the right agency to produce the TV commercial and choose which networks and airtimes are best suited for the business and its goal. In general, the process of creating a TV commercial involves developing ad creative, building an ad strategy, producing the TV commercial, and airing the commercial. Get the complete breakdown on the steps involved to get an ad on TV.
Television advertising isn’t the most budget-friendly form of advertising. And yet, it remains a popular channel regardless as it can be a very effective way to promote a message to a wide audience, increase brand awareness, and stay top of mind. Depending on a variety of factors, including the network you want to advertise on, the length of the TV ad, and the competition for the time slot, expect to invest thousands to create and broadcast an effective TV ad.
In 2019, a 30-second commercial to be aired during TV programming in the United States cost on average 104.7 thousand U.S dollars in 2019, down by roughly 20 thousand dollars compared to 2014.
In 2019, a 30-second commercial to be aired during TV programming in the United States cost on average 104.7 thousand U.S dollars in 2019, down by roughly 20 thousand dollars compared to 2014.
More Great Advertising Articles at www.cyourad.com
Reference
Everything You Need to Know About TV Advertising Costs. (2021). Retrieved on December 31, 2021, from https://fitsmallbusiness.com/tv-advertising/.
The True Cost of TV Advertising. (2021). Retrieved on December 31, 2021, from https://hub.coxmedia.com/blog/the-true-cost-of-tv-advertising.
• U.S. cost of a TV commercial 2019 | Statista. (2021). Retrieved on December 31, 2021, from https://www.statista.com/statistics/302200/primetime-tv-cost-commercial-usa/.
