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Is TV Advertising Still Worth It?
Traditional TV advertising has been around longer than most of us have been alive. But with streaming, social, and targeted digital ads dominating the marketing scene, you might be wondering: is investing in good old-fashioned television still worth your media dollars? The short answer is yes—depending on how (and for whom) you use it. Let’s dig into the why, how, and when of a good broadcast TV buy.
TV Isn’t Dead—It’s Just Evolving
Despite what you may have heard, broadcast TV ads are still alive and kicking. In fact, they remain one of the most effective ways to reach large audiences quickly and can also build and maintain brand awareness over a longer period of time. According to Nielsen, millions of Americans still tune in to network television daily, particularly during live events like sports, award shows, and news.
So, Is It Worth the Spend?
A little context: with the emergence of digital ads and their hyperspecific targeting and low cost of entry (i.e. you don’t have to spend 100k for a 30-second spot, you can put $10 behind a boosted post) “worth” becomes a loaded word. While there are efficiencies in digital advertising, broadcast TV still offers the power of scale and the ability to reach certain audiences that are harder to find online. So, the answer is it can be worth the spend—when used strategically. Here’s how to think about TV advertising in today’s landscape.
1. Think Reach, Not Just Frequency
If your goal is brand awareness on a big scale, broadcast TV delivers. It’s a one-to-many platform that gives you high visibility fast. Local TV spots can also be surprisingly cost-effective, especially in smaller markets. Add in a CPM of $10-$15, and the economy of the reach could make sense for your needs.
2. TV Boosts Credibility
There’s a reason big brands still use TV. It lends a sense of legitimacy and scale to your brand. A slick 30-second spot during the local evening news can make your company look like a household name—even if you’re a growing regional player. TV is also brand safe and while the audience is older, an awareness campaign with those viewers can be a big influence.
3. It Works Best in Tandem
TV is most powerful when it’s part of a multichannel strategy. Think of traditional TV as breadth, and your marketing mix as depth. A spot on local news paired with digital retargeting, a social campaign designed to flesh out the brand for audiences who care, and a robust retail strategy? Now we’re getting somewhere. Integration boosts recognition, builds trust, and gives people multiple ways to engage with your brand. On a smaller scale, brands can feel connected with the community though local news media buys and sponsorships.
4. Production Matters
If you do decide to invest in broadcast, creative isn’t the place to cut corners. TV is a visual medium, and poorly produced ads can do more harm than good. Make sure your spot reflects your brand quality and speaks directly to your target audience.
5. It’s Not a Fit for Every Campaign
While broadcast TV does a great job reaching a large audience quickly, it’s not always a good fit for brands with limited budget, a small geographic footprint, or who market to hyper-niche audiences. For brands that are narrowly focused on immediate ROI, it can also be a tough sell. Broadcast TV is typically better suited for:
- Brand awareness
- New product or service launches
- Seasonal campaigns
- Regionally-relevant messages
Make the Most of Your TV Investment
Here’s how to ensure you’re getting the best bang for your broadcast buck:
- Buy smart: Work with experienced media planners who understand the diverse markets they buy.
- Choose time slots wisely: Yes, morning and daytime can be a lower cost, but primetime and sports offer high interest programming with broad appeal, so while expensive, they deliver great visibility for a brand.
- Think outside of the box: Consider two 15 second bookends instead of a 30 second spot, to increase your frequency. Bookends are spots at the beginning of a commercial break and one at the end.
- Repurpose content: Invest in quality creative, then stretch your dollars even further by repurposing the same footage for coordinated digital and social campaigns.
- Track response: TV attribution isn’t perfect, but you can measure impact through site traffic, brand lift studies, targeted ratings, or unique URLs/codes.
TL;DR: Use TV When It Makes Sense
While it may not be the gold standard it once was, TV advertising still has a place in a well-rounded media mix. When done thoughtfully, it can deliver reach, credibility, and brand lift that can be difficult to achieve through digital alone. So is it worth adding to your media mix? If your goal is wide exposure, brand-building, and reaching a general audience—it might just be your secret weapon.
Need help building an efficient and effective media buy? Let’s chat.
About Ethos
Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside of Maine. At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth – its ethos. We know that once we discover and communicate that core truth, we can truly make a difference for each client’s unique marketing and business objectives. With Ethos, you get more than a marketing agency. You get a long-term partner whose goals are your goals. Learn more about the Ethos approach and the work we’ve done for our clients. Want to have a conversation about your brand’s core truth? Contact us today!
