10.06 – Elevate Your Brand with Broadcast Advertising
Despite the rise of digital advertising channels, television and radio ads still hold a place in an effective marketing plan. While TV and radio advertising can be costly, there are affordable options that can yield significant returns for small and midsize businesses. Here are some insights on how to use these mediums affordably.
Television Advertising
Although the cost of airing a 30-second ad during a high-profile event like the Super Bowl can be exorbitant, TV advertising offers various affordable options. These include:
- Linear TV: Traditional scheduled programming where viewers watch shows at specific times on specific channels.
- Connected TV: Internet-connected TV allowing viewers to watch shows live or on-demand through subscription or free streaming services.
The content used and costs for advertising on these formats vary significantly.
Linear TV Advertising
Linear TV advertising involves paying to air a 30- to 60-second ad during a show or before and after it airs. The cost depends on the audience reach and time slot. Prime time, typically 8 to 11 p.m. Eastern and Pacific time, and 7 to 9 p.m. Central and Mountain time, is the most expensive slot due to higher viewership.
For example, a 30-second ad during a prime-time network TV show can cost over $100,000. Daytime ads during soap operas and talk shows, targeting an audience with more discretionary time, can range from $4 to $500 a second, depending on market size and audience reach.
Audience reach is influenced by the Designated Market Area (DMA) or Area of Dominant Influence (ADI). The most populous DMAs in the U.S. include New York, Los Angeles, and Chicago, where ads are more expensive compared to smaller markets like Salt Lake City or New Orleans. Cable TV ads are often less expensive than network TV ads, making them a viable option for local businesses.
Connected TV Advertising
Popular connected TV platforms include Hulu, Tubi TV, Peacock, and Sling TV. Ad choices include traditional in-program ads and shoppable TV ads, an interactive format that allows viewers to scan a QR code to visit a brand’s website.
Connected TV ads are purchased on a cost-per-mile (CPM) basis, referring to the price per 1,000 people reached. As of now, CPM for connected TV ads ranges from $10 to $15.
Radio Advertising
Despite a decline in radio listenership, radio can still be effective for reaching and building brand awareness among key audiences. Radio advertising formats include:
- Live Read Spots: Radio hosts read your ad live, integrating it into the programming and adding credibility.
- Sponsorships: Sponsoring prime radio programs like weather reports, traffic updates, and sports matchups.
- Produced Spots: Pre-recorded ads ranging from 15 to 60 seconds, aired during designated time slots.
Radio advertising costs vary based on the time slot and market size. Prices range from $200 a week for 20 spots in small markets to $8,000 for the same number of spots in top U.S. markets.
Tips for Producing TV and Radio Spots
Production costs are a significant aspect of broadcast advertising. Hiring professionals is essential for maintaining quality and brand reputation. Consider these factors before starting a broadcast advertising program:
Know the Brand Image You Want to Convey
Position your brand as a trusted authority or community partner. Personal appeals from business owners or client testimonials can be effective and affordable.
Set a Purpose for Your Campaign
Define your campaign goals, whether liquidating inventory, capitalising on seasonal factors, or other objectives. This helps set your budget and informs your creative strategy.
Communicate Your Message Effectively
Focus on delivering a clear, concise message. Personal appeals and testimonials can be recorded in one shot, keeping production costs manageable.
Integrate Your Key Messaging
Develop a positioning tagline that aligns with your brand’s value and mention it in your ads. This helps define your brand and sets you apart from competitors.
Know the Audience Reach You Can Expect
Research listenership and viewership data to ensure your target audience engages with the chosen channels. Media kits from stations can provide valuable insights.
Work with Professionals
Invest in professional production for TV and radio ads. Many stations offer creative and production services, sometimes complimentary with advertising purchases.
Conclusion
Broadcast advertising can be a valuable component of a comprehensive marketing strategy. By understanding the costs, audience reach, and production requirements, businesses can effectively leverage television and radio to enhance brand awareness and drive engagement. Always evaluate the cost-per-lead (CPL) and return on investment (ROI) to determine the best channels for your marketing dollars.
