TV Advertising: Small Business Guide to Big Screen Success
You've probably heard the naysayers. “TV's dead,” they cry. “It's all about digital now!”
Well, I've got news for you. They're dead wrong.
TV advertising isn't just alive. It's thriving.
And if you're not tapping into its power, you're leaving money on the table.
I learned this lesson the hard way.
When I started Inkbot Design, I was all about digital. Social media ads, Google AdWords, the works.
Don't get me wrong, they worked. But something was missing.
Then, on a whim, we decided to run a local TV ad.
The result?
Our phone didn't stop ringing for weeks. π₯
I realised that Television advertising isn't just for the big boys. It's also a goldmine for small businesses if you can play the game.
Let's dive in and learn how to dominate television advertising.
π° TL;DR: Television advertising isn't just for big brands with deep pockets. This guide reveals how small businesses can leverage TV ads effectively, from understanding audience demographics to crafting compelling narratives. We'll explore cost-effective strategies, the power of local advertising, and how to measure your ROI. Plus, we'll debunk common myths and show you how to adapt to the changing landscape of TV consumption. Buckle up β it's time to make your small business shine on the small screen! π
The State of TV Advertising in 2024: What You Need to Know

Before we get into the nitty-gritty, let's quickly look at where TV advertising stands today.
- Despite the rise of streaming, traditional TV still captures 149 minutes of the average UK adult's day (Statista, 2023).
- TV advertising revenue in the UK was almost Β£5 billion in 2023 (Statista, 2024).
- 58% of UK consumers say they've purchased a product after seeing it advertised on TV (ThinkBox, 2023).
The landscape is changing, sure. But TV's influence? Still massive.
Know Your Audience: The Key to TV Ad Success
Here's the thing about Television advertising:
It's not about reaching everyone. It's about reaching the right people.
Think about it.
You wouldn't try to sell dentures to teenagers, would you?
(If you would, we need to have a different conversation. π )
Understanding your audience is crucial. And I mean really understanding them.
What shows do they watch? When do they watch them? What are their pain points?
Get this right, and you're halfway to success.
How to Nail Your Audience Research
- Use viewer data: Work with TV networks to get detailed viewer demographics.
- Conduct surveys: Ask your existing customers about their TV habits.
- Analyse competitors: See where similar businesses are advertising.
- Test and learn: Start small, track results, and adjust accordingly.
Remember, knowledge is power. The more you know about your audience, the more effective your ads will be.
Crafting Your Message: Make ‘Em Laugh, Make ‘Em Cry, Make ‘Em Buy

Now that you know who you're talking to, it's time to figure out what to say.
Your message is everything.
It's what separates a forgettable ad from one that has people reaching for their wallets.
So, how do you craft a message that resonates?
The AIDA Formula: Your Secret Weapon
- Attention: Grab their eyeballs
- Interest: Pique their curiosity
- Desire: Make them want what you're offering
- Action: Tell them what to do next
Let's break it down:
- Attention: Start with a bang. Use humour, shock, or intrigue to make them look up from their phones.
- Interest: Show them you understand their problem. Make it relatable.
- Desire: Present your solution. How will it make their lives better?
- Action: Tell them exactly what to do. Call now, visit your website, and whatever it is, make it clear.
Here's an example:
“Tired of bland, lifeless logos? (Attention) Your brand deserves better. (Interest) At Inkbot Design, we craft logos that turn heads and win hearts. (Desire) Visit inkbotdesign.com today for a free consultation. (Action)”
See how that flows? It's simple, but it works.
Budget Smartly: Making Every Penny Count
Now, I know what you're thinking.
“But TV advertising is expensive!”
Is it, though?
Sure, a Super Bowl ad might cost millions. But that's not what we're after.
There are plenty of ways to get your message out without breaking the bank.
Cost-Effective TV Advertising Strategies
- Go local: Local TV stations often have much more affordable rates.
- Off-peak hours: Late night or early morning slots can be surprisingly effective and cheap.
- Shorter ads: 15-second spots can be as impactful as 30-second ones.
- Remnant advertising: Buy unsold ad inventory at discounted rates.
- Barter: Offer your products or services in exchange for ad time.
Remember, it's not about how much you spend. It's about how smartly you spend it.
Production Values: You Don't Need Hollywood Budgets

Here's a secret:
Your ad doesn't need to look like a Marvel movie to be effective.
Sometimes, a more straightforward ad can be more impactful.
Don't believe me?
Think about those local ads you remember from childhood. They weren't high-budget productions.
But they stuck with you, didn't they?
Tips for Cost-Effective Ad Production
- Keep it simple: Focus on your message, not fancy effects.
- Use real people: Authenticity trumps polish every time.
- Leverage user-generated content: Let your customers tell your story.
- Reuse and repurpose: One shoot can give you multiple ads.
Remember, creativity beats budget every time.
Timing Is Everything: When and Where to Place Your Ads
You've got your message. You've produced your ad. Now, where do you put it?
This is where the magic happens.
Placing your ad at the right time, on the right channel, can make or break your campaign.
Factors to Consider When Placing Your Ad
- Target audience viewing habits: When are they most likely to be watching?
- Program context: Does your ad fit with the show it's placed in?
- Frequency: How often must your audience see your ad to be effective?
- Competitive landscape: When are your competitors advertising?
Pro tip: Don't just focus on prime time. Sometimes, niche time slots can be gold mines.
Measuring Success: If You Can't Measure It, You Can't Improve It

Here's where many businesses drop the ball.
They run their ads, sit back, and hope for the best.
Big mistake.
If you're not measuring your results, you're flying blind.
Key Metrics to Track
- Reach and frequency: How many people saw your ad, and how often?
- Brand lift: Has awareness of your brand increased?
- Website traffic: Did you see a spike after your ad ran?
- Sales data: The ultimate metric β did your ad drive sales?
- Cost per acquisition: How much did you spend to acquire each new customer?
Tools like unique phone numbers or landing pages can help you track these metrics accurately.
Remember, data is your friend. Use it to refine and improve your campaigns.
Adapting to the New TV Landscape: Embracing Connected TV
Let's face it:
The way people watch TV is changing.
Streaming services, smart TVs, on-demand viewing β a whole new world.
But here's the thing:
This isn't a threat. It's an opportunity.
The Rise of Connected TV Advertising
Connected TV (CTV) advertising combines traditional TV's impact with digital targeting capabilities.
It's the best of both worlds.
- 80% of UK households now own a smart TV (Statista, 2024)
- CTV ad spending in the UK is expected to reach Β£1.9 billion in 2024 (eMarketer, 2023)
Benefits of CTV Advertising
- Precise targeting: Reach specific demographics, interests, and behaviours.
- Interactivity: Viewers can engage directly with your ad.
- Measurability: Get detailed insights into who's watching and for how long.
- Flexibility: Change your ad content quickly and easily.
Pay attention to this trend. Embrace it.
The Power of Storytelling: Making Your Brand Unforgettable

Here's a truth bomb for you:
People don't buy products. They buy stories.
Your TV ad isn't just about showcasing your product or service. It's about telling a story that resonates with your audience.
Think about the ads you remember. Chances are, they told a compelling story.
Elements of a Great Brand Story
- Relatable characters: People your audience can see themselves in.
- Conflict: A problem that needs solving.
- Resolution: How your product or service saves the day.
- Emotional connection: Make them feel something.
Remember, you're not just selling a product. You're selling a better version of your customer's life.
Consistency is Key: Building Brand Recognition
Here's where many businesses mess up:
They run one ad and expect miracles.
Sorry, but it doesn't work that way.
Building brand recognition takes time and consistency.
Tips for Consistent Brand Messaging
- Develop a distinctive brand voice: How does your brand speak?
- Use consistent visual elements: Colours, fonts, logos β make them recognisable.
- Create a campaign, not just an ad: Consider how your ads work together over time.
- Integrate with other marketing channels: Your TV ads should complement your digital efforts, not compete with them.
Remember, Rome wasn't built in a day. And neither is brand recognition.
Leveraging Celebrity Power: When to Use It (And When Not To)

Let's talk about the elephant in the room:
They can be powerful. But they can also backfire spectacularly.
So, should you use a celebrity in your TV ad?
Well, it depends.
Pros of Celebrity Endorsements
- Instant recognition: A familiar face can grab attention quickly.
- Trust transfer: People trust celebrities they like.
- Social proof: If it's good enough for [insert celebrity], it's good enough for me.
Cons of Celebrity Endorsements
- Cost: Big names come with hefty price tags.
- Risk: What if your celebrity gets embroiled in a scandal?
- Overshadowing: Sometimes, people remember the celebrity but forget the product.
My advice? If you're a small business, focus on authenticity over star power. Your customers could be your best ambassadors.
The Legal Side: Navigating Advertising Regulations
All right, let's talk about something less exciting but crucial:
The legal stuff.
TV advertising is heavily regulated. And for good reason.
Ignore the rules, and you could find yourself in hot water.
Key Regulations to Be Aware Of
- Truth in advertising: Don't make claims you can't back up.
- Clear disclaimers: Any conditions or limitations should be clearly stated.
- Appropriate scheduling: Certain ads can only be shown at specific times.
- Product-specific rules: Some products (like alcohol or financial services) have additional regulations.
Always consult with a legal expert before running your ad. Better safe than sorry.
Conclusion: Your TV Advertising Journey Starts Now
Phew! We've covered a lot of ground, haven't we?
We've explored everything from understanding your audience to crafting compelling stories, budgeting smartly, and measuring your success.
Here's the bottom line:
TV advertising isn't just for the big players. Even small businesses can significantly impact the small screen with the right strategy.
Remember:
- Know your audience inside out
- Craft a message that resonates
- Budget smartly and produce cost-effectively
- Place your ads strategically
- Measure, learn, and improve
- Adapt to the changing landscape
- Tell stories that stick
And most importantly, don't be afraid to take the plunge.
Your audience is watching TV, waiting to hear your story.
So what are you waiting for?
It's time to light up those screens and watch your business grow.
And hey, if you need help crafting a brand identity that shines on TV (and everywhere else), Inkbot Design is here to help. Let's create something unforgettable together.
FAQs: Your Burning TV Advertising Questions Answered
How much does TV advertising typically cost?
Costs vary widely depending on location, time slot, and ad length. Local ads can start from a few hundred pounds, while national prime-time slots cost tens of thousands.
Is TV advertising still effective in the age of streaming?
Absolutely. While viewing habits are changing, TV still reaches a massive audience. Plus, connected TV advertising offers new opportunities for targeted reach.
How long should my TV ad be?
30 seconds is standard, but 15-second ads can be very effective and more budget-friendly. Some brands even use 5-second spots for quick reminders.
How often should my ad be shown to be effective?
The general rule is 3+ exposures within a purchase cycle. However, this can vary based on your product and audience.
Can I advertise on TV if I'm a local business?
Definitely! Local TV stations often offer affordable packages designed for small businesses.
How do I know if my TV ad is working?
Track metrics like website traffic, phone calls, and sales during and after your campaign. Many advertisers use unique phone numbers or landing pages to measure direct response.
Do I need a professional agency to create my TV ad?
While professional help can be valuable, it's only sometimes necessary. Many businesses create effective ads in-house or with freelance help.
How far in advance do I need to plan my TV advertising campaign?
It's best to start planning at least 3-6 months, especially if you're new to TV advertising.
Can I target specific demographics with TV advertising?
Yes, especially with connected TV. You can target based on age, income, interests, and viewing habits.
How does TV advertising compare to digital advertising in terms of ROI?
TV often has a higher upfront cost but can offer significant reach and brand-building potential. For many businesses, a mix of TV and digital yields the best results.