{"id":11774,"date":"2023-03-06T08:53:38","date_gmt":"2023-03-06T15:53:38","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=11774"},"modified":"2024-05-29T08:31:38","modified_gmt":"2024-05-29T15:31:38","slug":"national-vs-local-tv-advertising-which-is-right-for-you","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/national-vs-local-tv-advertising-which-is-right-for-you\/","title":{"rendered":"National vs. Local TV Advertising: Which is Right For You?"},"content":{"rendered":"

TV advertising has been, and continues to be, a proven medium to deliver results to businesses of all shapes and sizes. For starters, TV ads viewed by large audiences (<\/span>113 million tuned into Super Bowl LVII)<\/span><\/a>, are the most likely ad type to be remembered and are the most influential when it comes to influencing purchasing decisions.\u00a0<\/span><\/p>\n

While <\/span>55% of Americans spend up to four hours per day watching TV<\/span><\/a> (and 22% watch even more than four hours), TV ads are also the best way to connect emotionally to audiences, kick off the consumer journey, create brand awareness <\/span>that leads to <\/span>brand fame<\/span><\/a>, and generate website and foot traffic.\u00a0<\/span><\/p>\n

As brands compete for high-value audiences, three questions always seem to arise for most brands looking to get into TV advertising<\/a>:\u00a0<\/span><\/p>\n

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  1. Should my brand be advertising locally<\/a>?<\/span><\/li>\n
  2. Should my brand be advertising nationally?<\/span><\/li>\n
  3. Should my brand be using a combination of both?\u00a0<\/span><\/li>\n<\/ol>\n

    There\u2019s no one-size-fits-all answer to this question, and it depends on a number of different factors, such as your budget, the target audience, the message you’re trying to convey, and what your competitors are doing. This complete guide from Team TEGNA will help you determine the best option.<\/span><\/p>\n

    What is National TV Advertising?<\/b><\/h2>\n

    National TV advertising<\/a> is often categorized by 15 or 30-second video ads that run on national <\/span>TV networks<\/span><\/a>. These networks broadcast across the entire country and include names like ABC, NBC, CBS, Fox, and ESPN. The network itself typically sells ad space and will air alongside a national show, such as ABC\u2019s Abbot Elementary or Discovery\u2019s Shark Week.\u00a0<\/span><\/p>\n

    What Are the Benefits of National TV Advertising?<\/b><\/h2>\n

    National TV advertising has several benefits, but you must ask yourself about your brand goals. If your brand goals are mass reach, high viewership, creating brand awareness, and launching a national brand, here are some of the benefits of advertising nationally.\u00a0<\/span><\/p>\n

    1. High Reach & Scale<\/b><\/h3>\n

    When placed nationally, ads can reach large audiences of several demographics at once – especially during live events that bring viewers into a single, shared, emotional experience. For example, Super Bowl LVII reached more than 113 million viewers<\/a>, and the 2023 Grammy Awards drew 12.55 million.<\/span><\/span><\/p>\n

    2. Loyal Viewers<\/b><\/h3>\n

    These massive audiences are typically loyal viewers who regularly tune into their favorite programming. Brands that use national TV advertising tend to be seen as credible and trustworthy – especially when positioned alongside content they love.<\/p>\n

    3. Low Cost<\/b><\/p>\n

    We\u2019ve all heard national brands spending millions to run an ad during the Super Bowl, but that doesn\u2019t mean your brand is out of the game. Despite what you might think, compared to the number of eyes your ad can reach, buying a TV ad spot<\/span><\/a> is within most budgets, and many networks are willing to work with you on prices.<\/p>\n

    What is Local TV Advertising?<\/b><\/h2>\n

    Local TV advertising is often characterized by 15 or 30-second video ads that are placed alongside the national network affiliates’ broadcasts or during national programming but airing locally or within specific geographic locations.\u00a0<\/span><\/p>\n

    For example, let\u2019s say a plumber in Phoenix has an ad for its local services and wants it to be placed alongside NBC\u2019s The Voice. This ad can run alongside this national programming but will be placed locally, only shown to those in the Phoenix area.\u00a0<\/span><\/p>\n

    However, local TV ads aren\u2019t limited to spots, as local broadcast TV stations – like those at TEGNA – offer content sponsorships<\/a>, integrations, and many other ways to get your brand in front of interested and engaged local audiences.\u00a0<\/span><\/p>\n

    What Are the Advantages of Local Television Advertising?<\/b><\/h2>\n

    Local TV advertising fulfills different brand needs, and your business goals must be assessed. Local TV advertising will be a good starting place for a mom-and-pop shop because you can target a specific audience in a specific area, generate trust, build brand awareness, and show off your commitment to the local community by participating in local events.\u00a0<\/span><\/p>\n

    If your brand goals are targeting more specific audiences, generating trust, and making a difference in the local community, local TV advertising offers the following benefits:<\/a><\/span><\/p>\n

    1. High Viewership<\/b><\/h3>\n

    In the past decade, Nielsen data shows that viewership for local television news has increased <\/span>by 35%<\/span><\/a>.<\/span><\/p>\n

    2. High Trust<\/b><\/h3>\n

    According to a TVB Media Comparison Study, Local broadcast TV is turned to most for local news and is the most trusted platform.<\/span><\/span><\/p>\n

    3. Specific Targeting<\/b><\/h3>\n

    Instead of hitting a massive, large audience spread out across the entire country, local TV offers more specific targeting to hit those within a specific geographic location or niche area.<\/span><\/span><\/p>\n

    4. Community Involvement<\/b><\/span><\/span><\/h3>\n

    Research shows that consumers are increasingly looking to buy from brands<\/a> that align with their values. Local TV advertising offers opportunities to show off your commitment to the community – and create a brand community<\/a> all your own.
    \n<\/span><\/span><\/b><\/p>\n

    5. Low Cost<\/b><\/h3>\n

    The thought of the cost of a production shoot can be scary, but in reality, it\u2019s not the budget eater you might think. TV is priced based on rating points among specific target audiences. <\/span><\/p>\n

    Your media partner can help you determine your target audience and the programming to reach them best while staying within your budget. Work with them to choose a station and develop a schedule to maximize ROI. You may discuss buying around certain times of the month or times of year that are in high demand for some advertisers to help stretch your dollars further. For example, prices tend to rise during election season.<\/span><\/p>\n

    Local TV Advertising & Brand Visibility<\/b><\/h2>\n

    Local TV advertising can help brands build brand awareness and fame by reaching targeted demographics in specific geographic areas. Repeated local exposure also helps businesses build credibility, which helps generate trust and show that the business is committed to serving the local community. For businesses with physical locations, this can help increase foot traffic and sales within brick-and-mortar stores.<\/span><\/p>\n

    \"Millennial<\/a><\/p>\n

    Shared Benefits of National and Local Advertising<\/b><\/h2>\n

    Both national and local advertising have their benefits, and many of these benefits extend to both national and local. Here are a handful, according to the <\/span>TVB 2024 Media Comparison Study<\/span><\/a>.<\/span><\/p>\n