Getting a commercial on TV involves a multi-step process, from creating the ad itself to strategically placing it where your target audience will see it. This guide breaks down how businesses can achieve TV advertising success.
Image Source: mocktheagency.com
The Journey of a TV Commercial: From Idea to Airwaves
Putting a television commercial on the air might seem like magic, but it’s a well-defined process. It requires careful planning, creative execution, and smart spending. Whether you’re a small business looking for local exposure or a large corporation aiming for national advertising, the core steps remain similar.
Step 1: Defining Your Goals and Target Audience
Before you even think about a script, you need to know what you want to achieve and who you want to reach.
What are your advertising objectives?
Are you trying to:
* Increase brand awareness?
* Drive sales for a specific product?
* Announce a new service?
* Promote a special offer?
* Build brand loyalty?
Who are you trying to reach?
Consider demographics like:
* Age
* Gender
* Location
* Income level
* Interests
* Lifestyle
Knowing your audience helps shape the message and choose the right TV channels and programs for ad placement.
Step 2: Developing Your Campaign Strategy
A campaign strategy is your roadmap for achieving your advertising goals. It encompasses the overall message, the creative approach, and how you’ll measure success.
Crafting Your Message
Your message needs to be clear, concise, and memorable. What’s the one thing you want viewers to take away from your commercial?
The Creative Brief
This document outlines the project for your creative team. It includes:
* The product or service being advertised.
* The target audience.
* The key message.
* The desired tone and style.
* Budget constraints.
* Mandatory elements (e.g., logos, taglines).
Step 3: The Art of Commercial Production
This is where your idea comes to life. Commercial production is a complex process that involves several stages.
Pre-Production: The Foundation
This is the planning phase. It includes:
* Scriptwriting: Developing the narrative and dialogue.
* Storyboarding: Creating visual representations of each shot.
* Casting: Selecting actors who fit the roles.
* Location Scouting: Finding suitable places to film.
* Budgeting and Scheduling: Allocating resources and setting timelines.
Production: Bringing it to Life
This is the actual filming of the commercial. It involves:
* Shooting: Capturing all the necessary footage.
* Direction: Guiding the actors and crew.
* Cinematography: Ensuring high-quality visuals.
* Sound Recording: Capturing clear audio.
Post-Production: The Polish
This stage refines the raw footage into a finished product. It includes:
* Editing: Assembling the shots, cutting and pacing the commercial.
* Sound Design: Adding music, sound effects, and voiceovers.
* Color Correction: Enhancing the visual look.
* Visual Effects (VFX): Adding any necessary graphics or animations.
* Final Mix: Balancing all audio elements.
Step 4: Media Planning and Buying
This is the crucial step of deciding where and when your commercial will air. Media planning and media buying are specialized fields.
Media Planning: The Strategic Blueprint
Media planning involves identifying the best channels to reach your target audience. This includes:
* Network Television: Major broadcast networks (e.g., ABC, CBS, NBC).
* Cable Television: Specialized channels catering to specific interests (e.g., ESPN, HGTV, CNN).
* Local Television: Stations in specific geographic areas.
* Syndicated Programs: Shows that are licensed to multiple local stations.
The planner considers:
* Audience Reach: How many people in your target demographic will see the ad.
* Frequency: How often your ad will be seen.
* Cost: The expense associated with different time slots and programs.
* Program Alignment: How well the content of the program matches your brand.
Media Buying: Securing the Airtime
Media buying is the process of negotiating and purchasing ad space. Buyers work with:
* Broadcasters/Networks: Directly purchasing ad slots.
* Media Agencies: Companies specializing in media buying on behalf of clients.
Key considerations in media buying:
* Ad Placement: Where your commercial will appear within a program (e.g., during breaks, at the beginning/end of commercial pods).
* Reach vs. Frequency: Balancing how many different people see your ad versus how many times they see it.
* Seasonal Timing: Aligning your ad buys with relevant seasons or events.
* Negotiation: Securing the best possible rates for your ad placements.
Step 5: Navigating the Advertising Agencies
Many businesses work with advertising agencies to handle the entire process, from strategy to production and media buying.
Types of Agencies:
- Full-Service Agencies: Offer a comprehensive range of services, including market research, creative development, media planning, and buying.
- Specialty Agencies: Focus on specific areas like creative production, media buying, or digital marketing.
What Agencies Bring to the Table:
- Expertise: Deep knowledge of the advertising landscape.
- Connections: Established relationships with networks, production companies, and talent.
- Efficiency: Streamlined processes for production and media buying.
- Negotiating Power: Ability to secure better rates due to volume.
- Objective Perspective: An outside view to ensure your message resonates.
Step 6: Understanding the Costs of TV Advertising
TV advertising can be a significant investment. The cost varies greatly depending on several factors.
Key Cost Drivers:
- Reach and Audience Size: National campaigns on popular shows cost more than local ads on smaller stations.
- Time of Day: Prime time (evening hours) is more expensive than daytime or late-night slots.
- Day of the Week: Weekends and holidays can be premium pricing periods.
- Program Popularity: Ads during high-rated shows command higher prices.
- Commercial Length: 30-second spots are standard, but 15-second or 60-second ads have different pricing.
- Production Costs: The complexity and quality of the commercial itself.
- Agency Fees: If you hire an agency.
Breakdown of Potential Costs:
| Cost Category | Typical Range (USD) | Notes |
|---|---|---|
| Commercial Production | $1,000 – $500,000+ | Varies greatly by quality, effects, talent, and length. |
| Media Buying (per spot) | $100 – $50,000+ | For a 30-second spot on local or national TV, depending on reach and time. |
| Agency Fees | 15-25% of media spend | Or project-based fees for specific services. |
| Total Campaign Cost | $5,000 – Millions | For a modest local campaign to an extensive national broadcast advertising effort. |
Step 7: Legal and Regulatory Considerations
Broadcast advertising is subject to regulations to protect consumers.
Key Regulations:
- Truth in Advertising: All claims must be truthful and not misleading.
- Disclosure Requirements: Certain types of advertising may require specific disclosures (e.g., for pharmaceuticals, financial services).
- Copyright and Trademark: Ensure you have the rights to all music, images, and logos used.
- Industry-Specific Guidelines: Some industries have their own advertising standards.
Step 8: Measuring Success and Optimization
Once your commercials are airing, it’s crucial to track their performance and make adjustments.
Key Metrics to Track:
- Reach and Impressions: How many people saw your commercial.
- Frequency: How many times the average person saw it.
- Brand Recall: Can viewers remember your brand after seeing the ad?
- Website Traffic: Did your ad drive visits to your website?
- Sales Lift: Did sales increase during the campaign period?
- Return on Investment (ROI): The profit generated from your advertising spend.
Optimization:
Based on performance data, you might adjust:
* Ad Placement: Move to different channels or time slots.
* Creative: Test different versions of your commercial.
* Targeting: Refine your audience parameters.
* Budget Allocation: Shift spending to more effective areas.
Different Ways to Get a Commercial on TV
There are various pathways to getting your message onto television screens, each with its own benefits and considerations.
1. Working with an Advertising Agency
This is often the most effective route for businesses, especially those new to TV advertising. An agency handles everything.
Benefits:
- End-to-End Service: From concept to final air, agencies manage it all.
- Expertise: They know the ins and outs of media buying, commercial production, and campaign strategy.
- Relationships: They have established contacts with media outlets and production houses.
- Cost-Effectiveness: Often negotiate better rates due to their volume of business.
When to Choose This Option:
- You have a significant budget.
- You need professional execution and don’t have in-house expertise.
- You’re aiming for broad reach or national advertising.
2. Direct Negotiation with Broadcasters/Networks
Businesses with established marketing departments and direct connections can negotiate directly.
Benefits:
- Potentially Lower Costs: Cutting out the agency middleman could save money.
- Direct Control: More direct say in ad placement and negotiation terms.
Considerations:
- Time-Intensive: Requires significant internal resources for planning and negotiation.
- Less Negotiation Power: Smaller businesses may not get the same rates as agencies.
- Requires Expertise: You need to understand media metrics and negotiation tactics.
When to Choose This Option:
- You have a strong in-house marketing team.
- You’re targeting very specific local markets.
- You have existing strong relationships with TV stations.
3. Smaller-Scale and Local Television Advertising
For businesses focusing on a specific geographic area, local TV is an excellent option.
Benefits:
- Cost-Effective: Generally less expensive than national advertising.
- Targeted Reach: Connects directly with local consumers.
- Easier Entry: Simpler production and media buying processes.
How to Approach:
- Identify local TV stations that serve your area.
- Contact their advertising or sales departments directly.
- Inquire about their broadcast advertising packages for local businesses.
- Work with local production companies for your commercial.
When to Choose This Option:
- You’re a small business or franchise with a local customer base.
- Your budget is limited, but you want the impact of TV.
- You want to test the waters of TV advertising before a larger commitment.
4. Infomercials and Direct Response Television (DRTV)
These are longer-form commercials designed to drive immediate sales.
Characteristics:
- Length: Typically 30 minutes, but can also be 15 or 60 seconds (often called “short-form infomercials”).
- Call to Action: Strong emphasis on ordering now, with phone numbers and website addresses prominently displayed.
- Product Demonstration: Often feature detailed demonstrations and testimonials.
Benefits:
- High Sales Potential: Designed to convert viewers into buyers.
- Full Storytelling: Allows for more in-depth explanation of a product or service.
Considerations:
- Production Costs: Can be higher due to longer format and need for extensive demonstrations.
- Media Buys: Securing airtime for infomercials can be competitive.
When to Choose This Option:
- You have a product that benefits from detailed explanation or demonstration.
- Your primary goal is direct sales and immediate revenue.
- You are prepared for the logistics of handling orders and customer service.
Frequently Asked Questions About TV Commercials
Here are answers to common questions about getting a commercial on TV:
Q1: Can a small business afford TV advertising?
Yes, a small business can afford TV advertising, especially by focusing on local television stations, daytime or late-night slots, or shorter commercial lengths. Creating a well-defined campaign strategy and working with local production houses can also help manage costs. Media buying for local markets is typically less expensive than national advertising.
Q2: How long does it take to get a commercial on TV?
The entire process, from initial concept to airing, can take anywhere from a few weeks to several months.
* Commercial Production: Typically 2-6 weeks.
* Media Planning and Buying: Can take 1-4 weeks, depending on negotiation timelines.
* Client Approval and Revisions: Variable, but factor in at least a week.
It’s best to start planning at least 2-3 months in advance of your desired launch date.
Q3: What’s the difference between broadcast and cable TV advertising?
- Broadcast TV (e.g., ABC, CBS, NBC) reaches a wide audience over the airwaves.
- Cable TV (e.g., ESPN, CNN, HGTV) requires a cable subscription and typically targets more specific demographics based on channel content. Cable advertising can be more targeted but might have a smaller overall audience than major broadcast networks.
Q4: Do I need an advertising agency?
While not strictly mandatory, an advertising agency is highly recommended, especially for businesses without prior TV advertising experience. They provide crucial expertise in media planning, media buying, campaign strategy, and can often negotiate better rates and manage complex commercial production.
Q5: How do I know if my TV advertising is working?
Track key performance indicators (KPIs) such as sales increases, website traffic spikes, inquiries, brand recall surveys, and lead generation. Compare these metrics to your pre-campaign levels to gauge the impact of your broadcast advertising.
Q6: What is “ad placement”?
Ad placement refers to the specific time and program where your commercial will be shown. Effective ad placement ensures your commercial is seen by your target audience during relevant programming. This is a critical part of media planning and media buying.
Q7: What is “media buying”?
Media buying is the process of negotiating and purchasing advertising space or airtime on behalf of a client. This includes securing spots on TV networks, cable channels, radio stations, websites, and social media platforms to execute a campaign strategy.
Q8: What are the typical costs involved in commercial production?
Commercial production costs can range from a few thousand dollars for a simple local spot to hundreds of thousands or even millions for high-end productions with celebrity talent, special effects, and extensive shooting. Factors include script complexity, location, talent, crew size, editing, and visual effects.
Q9: How does national advertising differ from local advertising?
National advertising aims to reach audiences across the entire country, typically using major broadcast networks or national cable channels. This is significantly more expensive and requires extensive media buying. Local advertising focuses on specific cities or regions, using local TV stations, and is more accessible to smaller businesses.
Q10: What is a good ROI for TV advertising?
A “good” ROI for TV advertising is relative and depends on the industry, campaign goals, and execution. Generally, a positive ROI means the revenue generated from the advertising campaign exceeds its cost. Many businesses aim for an ROI of 3:1 or higher, meaning for every dollar spent on advertising, they generate three dollars in revenue. It’s essential to have clear tracking mechanisms in place to measure this.
Conclusion
Getting a commercial on TV is an achievable goal for businesses of all sizes. It requires a strategic approach, from developing a compelling message and high-quality commercial production to executing precise media buying and ad placement. By meticulously planning your campaign strategy, understanding the costs, and potentially leveraging the expertise of advertising agencies, you can effectively utilize TV advertising to reach your target audience and achieve your business objectives. Whether you’re aiming for broad national advertising or a focused local presence, the principles of smart broadcast advertising remain consistent.