{"id":11813,"date":"2023-08-16T10:57:16","date_gmt":"2023-08-16T17:57:16","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=11813"},"modified":"2024-02-15T09:45:36","modified_gmt":"2024-02-15T16:45:36","slug":"the-ultimate-guide-to-tv-advertising","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/the-ultimate-guide-to-tv-advertising\/","title":{"rendered":"The Ultimate Guide to TV Advertising"},"content":{"rendered":"<h1><span aria-label=\"Rich text content control paragraph\"><span aria-label=\"Rich text content control\"><b>The Ultimate Guide to TV Advertising<\/b>\u200b\u200b<\/span><span aria-label=\"Rich text content control\">\u200b\u200b<\/span>\u200b<\/span><\/h1>\n<p><span data-contrast=\"auto\">It\u2019s no secret that Americans love to spend time watching TV. On average, we spend 5 \u00bd hours watching broadcast or cable TV daily, making it a popular platform for brands to reach audiences with messaging and advertisements in visually creative ways. Better yet, it\u2019s a super-effective way to create brand awareness and influence a viewer\u2019s purchasing decisions.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Diving into the world of TV advertising doesn\u2019t need to be complicated or intimidating. We\u2019ve enlisted the help of industry experts at TEGNA to illustrate the benefits a brand can see with TV advertising and dispel some common myths and concerns.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Welcome to the Ultimate Guide to TV Advertising! Let us introduce our TEGNA TV advertising experts: <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Jeff Beacham, Local Sales Manager at <a href=\"https:\/\/www.wgrz.com\/\" target=\"_blank\" rel=\"noopener nofollow\">WGRZ<\/a> in Buffalo<\/span><\/li>\n<li><span data-contrast=\"auto\">Steve Chase, Director of Sales at <a href=\"https:\/\/www.9news.com\/\" target=\"_blank\" rel=\"noopener nofollow\">KUSA<\/a> in Denver<\/span><\/li>\n<li><span data-contrast=\"auto\">Bryan Goldmark, Head of National Sales &amp; Brand Partnerships at <a href=\"https:\/\/lockedonpodcasts.com\/\" target=\"_blank\" rel=\"noopener nofollow\">Locked On Podcast Network<\/a><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Susan Marley, Senior Account Executive at <a href=\"https:\/\/www.wtsp.com\/\" target=\"_blank\" rel=\"noopener nofollow\">WTSP<\/a> in Tampa Bay<\/span><\/li>\n<li><span data-contrast=\"auto\">Julie <\/span><span data-contrast=\"none\">Mecklenburg<\/span><span data-contrast=\"auto\">, Director of Sales at <a href=\"https:\/\/www.wgrz.com\/\" target=\"_blank\" rel=\"noopener nofollow\">WGRZ<\/a> in Buffalo<\/span><\/li>\n<li><span data-contrast=\"auto\">Dan Meyers, Marketing Director at <a href=\"https:\/\/www.wgrz.com\/\" target=\"_blank\" rel=\"noopener nofollow\">WGRZ<\/a> in Buffalo<\/span><\/li>\n<li><span data-contrast=\"auto\">Dave Neway, VP of Ad Sales Marketing, <a href=\"https:\/\/www.tegna.com\/advertise\" target=\"_blank\" rel=\"noopener\">TEGNA<\/a><\/span><\/li>\n<li><span data-contrast=\"auto\">Frank Pallino, Director of Sales at <a href=\"https:\/\/www.king5.com\/\" target=\"_blank\" rel=\"noopener nofollow\">KING<\/a> in Seattle<\/span><\/li>\n<li><span data-contrast=\"auto\">Wes Rodda, Director of Marketing at <\/span><a href=\"https:\/\/www.11alive.com\/\" rel=\"nofollow noopener\" target=\"_blank\"><span data-contrast=\"none\">11Alive<\/span><\/a><span data-contrast=\"auto\"> in Atlanta<\/span><\/li>\n<li><span data-contrast=\"auto\">Pat Sullivan,\u00a0<\/span><span data-contrast=\"none\">Senior Manager, Strategic Partnerships <\/span><span data-contrast=\"auto\">at <a href=\"https:\/\/www.wusa9.com\/\" target=\"_blank\" rel=\"noopener nofollow\">WUSA<\/a> in D.C.<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/mastering-the-millennial-mindset-of-today\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12351\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png\" alt=\"Millennial Study CTA\" width=\"720\" height=\"186\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png 720w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-320x83.png 320w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min.png 971w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<h2><span aria-label=\"Rich text content control paragraph\"><span aria-label=\"Rich text content control\"><b><span data-contrast=\"auto\">What is TV Advertising?<\/span><\/b><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">TV advertising remains one of the top ways a brand can generate business and should always be considered when <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/what-is-media-planning-the-ultimate-guide-to-success\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">media planning.<\/span><\/a><span data-contrast=\"auto\"> TV ads are visual mediums, usually 15 to 30 seconds long, that tell a brand\u2019s story and show off its products or services with the goal of getting the viewer to take action. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">TV ads also allow businesses to build brand awareness among a national audience or connect to live and local audiences. By creating emotional connections, leveraging the power of celebrity, or leaning on nostalgia, TV ads can help a brand get the phones ringing and get people visiting the brand website or brick-and-mortar location.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In the world of TV advertising, there are several types a brand can consider. Depending on what your brand goals are, your brand can utilize the following:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Standard TV Advertisements \/ Broadcast TV Advertisements<\/span><\/li>\n<li><span data-contrast=\"auto\">Local Advertisements<\/span><\/li>\n<li><span data-contrast=\"auto\">National Television<\/span><\/li>\n<li><span data-contrast=\"auto\">Streaming<\/span><\/li>\n<li><span data-contrast=\"auto\">Infomercials<\/span><\/li>\n<li><span data-contrast=\"auto\">Product Placements<\/span><\/li>\n<\/ul>\n<h2><b><span data-contrast=\"auto\">Is TV Advertising Still Effective?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Our experts agree. The short answer is a resounding yes. <a href=\"https:\/\/www.tegna.com\/advertise\/is-tv-advertising-still-effective\/\" target=\"_blank\" rel=\"noopener\">TV<\/a><\/span><span aria-label=\"Rich text content control\"><span data-contrast=\"auto\">\u00a0advertising is still effective<\/span><\/span>. <span data-contrast=\"auto\">It\u2019s worked and driven tangible results for thousands of our partners, helping to make TV the <\/span><span data-contrast=\"none\">second-most profitable advertising medium in the United States<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cEvery market has clients that have been using broadcast for years, and they wouldn\u2019t keep using it if it didn\u2019t work,\u201d says Julie <\/span><span data-contrast=\"none\">Mecklenburg<\/span><span data-contrast=\"auto\">, Director of Sales<\/span> <span data-contrast=\"auto\">at TEGNA\u2019s WGRZ in Buffalo. \u201cWe have a walking portfolio of references \u2013 all a prospect has to do is turn on the TV and ask that business what it\u2019s like to work with the TV station.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Even better, we can access data proving that <a href=\"https:\/\/www.tegna.com\/advertise\/is-tv-advertising-still-effective\/\">TV advertising is effective<\/a> with tools like<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/attribution\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">TEGNA Attribution<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWith<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/attribution\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">TEGNA Attribution<\/span><\/a><span data-contrast=\"auto\">, we can show you when someone viewed your TV commercial and visited your website,\u201d says Susan Marley, Senior Account Executive at WTSP in Tampa Bay. \u201cThat\u2019s why successful companies like Google and Apple chose TV to reach their customers.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/mastering-the-millennial-mindset-of-today\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12351\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png\" alt=\"Millennial Study CTA\" width=\"720\" height=\"186\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png 720w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-320x83.png 320w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min.png 971w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<h2><span aria-label=\"Rich text content control paragraph\"><span aria-label=\"Rich text content control\"><b><span data-contrast=\"auto\">9 Advantages of Television Advertising<\/span><\/b><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">TV advertising, when done right, adds significant power to all other marketing tactics. As viewers continue to spend more time with TV than with any medium, TV is still the top influencer on buying decisions. It\u2019s also the most efficient cost per thousand of any medium out there that allows you to reach people in all areas of the sales funnel. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This power is demonstrated through the following factors that give TV advertising the edge over other advertising mediums:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">1. Low Cost &amp; High ROI<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">The perception that TV is too expensive is one of the biggest challenges the industry faces, but it\u2019s one that we can easily dispel.\u00a0<\/span><span data-contrast=\"auto\">\u201cI think it\u2019s natural for people to be concerned that TV is too expensive,\u201d says Frank Palino, Director of Sales at KING in Seattle. \u201cBecause they usually hear about advertising around events like the Super Bowl, they think that costs are associated with that, and that&#8217;s just not the case.\u201d\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">\u201cIf your goal is to win an Emmy, you can spend as much money as you would like, but if your\u00a0goal is about results, you can have a really solid brand and call to action advertising\u00a0at a really affordable rate.\u201d<\/span><\/p>\n<p><span data-contrast=\"auto\">Better yet, that rate doesn\u2019t need to include spending big bucks on hiring a production crew, actors, and more.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cAt WGRZ, we can create commercials for our partners without a full video shoot on-site,\u201d says Jeff Beacham, Local Sales Manager at WGRZ in Buffalo. \u201cWe can use photos, graphics, stock footage, and audio and still deliver results.\u201d <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWith the right creative message, TV campaigns will pay for themselves and then some. Can you create a compelling enough message to sell (an average of) 20% of a penny&#8217;s worth of goods? Yes, you should be able to,\u201d adds Beacham.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Steve Chase, Director of Sales at KUSA in Denver, adds that TV advertising is more affordable than not adding TV to the marketing mix at all.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWhat is the cost of not advertising? What is the cost of your competitors gaining share and taking your potential customers? What is the cost of not growing?\u201d Chase asks. \u201cAdvertising is the insurance of the future. TV is the most economical way to reach thousands of the right customers. When coupled with a full campaign OTT and digital strategy, you will see the results in real-time,\u201d says Chase.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">2. Attribution and Measurement<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Running a business takes passion, persistence, and a perpetual focus on performance. If you\u2019re spending a lot of money creating and producing a TV ad, you want to know it&#8217;s working. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">In fact, an old saying, as cliche as it might be, goes, \u201cI know that half the money I spend on advertising is wasted. I just don&#8217;t know which half.\u201d Without the proper <a href=\"https:\/\/www.tegna.com\/advertise\/tv-attribution-guide\" target=\"_blank\" rel=\"noopener\">TV attribution<\/a> tools in place, it can be difficult for businesses to <a href=\"https:\/\/www.tegna.com\/advertise\/calculate-tv-roi\" target=\"_blank\" rel=\"noopener\">calculate ROI from their television commercials<\/a>.<\/span><\/p>\n<p><span data-contrast=\"auto\">Once seen as a major limitation, TV campaigns can be measured and tell you which half is being wasted, if at all. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/attribution\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">TEGNA Attribution<\/span><\/a><span data-contrast=\"auto\"> is just one example, and it collects real-time data for TV shows and their accompanying ads. Then, viewership metrics are connected to outcome metrics such as website visits, app downloads, and more. This data can be used to prove the value of TV\/streaming schedules to drive business results, make optimization decisions, and maximize the efficiency of paid media.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cGoing back to cost, we hear TV is too expensive from many businesses,\u201d says Marley. \u201cBut with the addition of attribution, we can tie a campaign back to an ROI and show how effective a campaign was and how many leads it delivered.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">3. Targeting Ideal Audiences<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Whether your brand is trying to reach<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/national-vs-local-tv-advertising-which-is-right-for-you\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">local or national audiences<\/span><\/a><span data-contrast=\"auto\">, TV advertising allows advertisers to tailor their message to a specific audience by targeting specific demographics and geographic locations.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cYou can certainly be really targeted and reach audiences that are more likely to use your services, but also those that are considering your services for the future, all in one step,\u201d says Palino.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, let\u2019s say your local gardening brand aims to target women between the ages of 25 and 50. You can advertise alongside content and programming that\u2019s talking to these consumers, whether that\u2019s via<\/span> <a href=\"https:\/\/www.watchtwist.com\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">The Twist Network<\/span><\/a><span data-contrast=\"auto\">, a women-oriented multicast channel featuring lifestyle and reality programming such as TV hits like <\/span><i><span data-contrast=\"auto\">Flipping Out, Clean House, Queer Eye for the Straight Guy,<\/span><\/i><span data-contrast=\"auto\"> and more. In contrast, aligning with sports content, such as<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/tips-for-march-madness-advertising\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">March Madness<\/span><\/a><span data-contrast=\"auto\">, could help brands reach a large population of college-educated males.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A<\/span> <a href=\"https:\/\/www.tvtechnology.com\/news\/survey-two-thirds-of-viewers-dont-actively-watch-tv-ads#:~:text=Among%20the%2034%25%20that%20say,watching%20TV%20ads%2C%20Sharethrough%20said.\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">study from Sharethough<\/span><\/a><span data-contrast=\"auto\"> found that of viewers who don\u2019t pay attention to TV ads, 71% said they would pay more attention if the ads were better targeted to their interests, emphasizing the importance of knowing your customers and effective targeting.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cTo successfully hit a target audience, I always recommend that an advertiser gets with our research director to find the best-performing programs for their target audience,\u201d says Marley. \u201cOnce the campaign begins, we will monitor the monthly attribution reports and make optimizations to run during better-performing shows for the target audience.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">4. Reach an Attentive Audience with High Recall &amp; Purchase Intent<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">TV demands attention, and when ads are delivered on a big screen, brands get it.<\/span> <a href=\"https:\/\/www.insiderintelligence.com\/content\/tv-ads-draw-more-attention-than-any-other-format\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">CivicScience found<\/span><\/a><span data-contrast=\"auto\"> that 25% of US adults pay the most attention to TV ads compared to ads viewed online, on social media, radio, billboards, newspapers, and magazines. On top of that, MediaScience finds that viewers are<\/span> <a href=\"https:\/\/www.fiercevideo.com\/advertising\/viewers-more-likely-remember-tv-ads-mobile-ads-comcast\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">more likely to remember TV ads than mobile ads<\/span><\/a><span data-contrast=\"auto\"> by 40%.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Not only do larger screens demand more attention than the screen of a smartphone or tablet, but TV ads also have less direct competition on that screen. TV ads are viewed one at a time and in an immersive fashion. Whereas, on social media, that same ad might be up against other ads in the same window on a computer screen or adjacent to content from friends and family in the news feed.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">5. Create Memorable Branding Through Visualization &amp; Audio <\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">There are a lot of fun and creative ways to develop messaging, and you can have different creative messages for different programs or targets you&#8217;re trying to attract. By leveraging sound and enticing visuals, commercials make brands memorable, which improves brand awareness and increases ad recall.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cBroadcast TV is the quickest, most efficient means to put a business\u2019s branding and call to action forward in front of the right target audiences,\u201d says Beacham. \u201cIt\u2019s visual, and you can see it. For food, you can practically taste it. For a home remodel, you can see the beauty.\u00a0 For finance, you can potentially see the person managing your money.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As for sound, how often have you gotten a commercial jingle stuck in your head? Whopper, Whopper, Double Whopper, anyone? The same goes for catchphrases. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cYou want your kid to sing the song,\u201d says Palino. \u201cThe right sound<\/span><span aria-label=\"Rich text content control\"><span data-contrast=\"auto\">\u200b<\/span> <span data-contrast=\"auto\">\u200b<\/span><\/span><span data-contrast=\"auto\">bites in ad creative can improve the ad recall and strengthen the call to action, leading to more people searching your website for your products or services.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">6. Showcase Compelling Storytelling<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">When audiences become captivated and<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/3-advertising-takeaways-from-super-bowl-lvii-linear-tv-crowned-champion-and-the-importance-of-making-emotional-connections\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">emotionally connected to an ad<\/span><\/a><span data-contrast=\"auto\">, it improves brand awareness, ad recall and increases purchase intent. Therefore, compelling emotional or humorous storytelling in TV advertising can be a key sales driver. In fact,<\/span> <a href=\"https:\/\/www.psychologytoday.com\/intl\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">research cited in Psychology Today<\/span><\/a><span data-contrast=\"auto\"> shows that an emotional response to an ad will increase purchase intent \u2014 \u201cby a factor of 3-to-1 for television commercials.\u201d Additionally, \u201ca brand is nothing more than a mental representation of a product in the consumer\u2019s mind. \u2026 The richer the emotional content of a brand\u2019s mental representation, the more likely the consumer will be a loyal user.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">To tell a compelling story to increase brand loyalty, you can use<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/3-advertising-takeaways-from-super-bowl-lvii-linear-tv-crowned-champion-and-the-importance-of-making-emotional-connections\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">The Farmer\u2019s Dog<\/span><\/a><span data-contrast=\"auto\"> and<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/how-google-won-the-2020-super-bowl-with-its-loretta-ad\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Google\u2019s Loretta<\/span><\/a><span data-contrast=\"auto\"> as examples using emotional storytelling or<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/good-work-by-the-yard\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">By The Yard<\/span><\/a><span data-contrast=\"auto\"> for a humorous approach.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">7. Garner Trust Through Halo &amp; Hollywood Effect<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Trust is crucial for TV and advertising; local broadcast news tops the category. Among its findings, TVB found that<\/span> <a href=\"https:\/\/www.tvb.org\/research-measurement-analytics\/research\/category-studies\/media-comparisons-study-open-member-content\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">local broadcast news is the most trusted platform<\/span><\/a> <span data-contrast=\"auto\">for viewers &#8211; and that trust halo extends to brands that advertise alongside this trusted content. Additional<\/span> <a href=\"https:\/\/www.newsworks.org.uk\/research\/ipa-databank-study-2021\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">studies have shown<\/span><\/a><span data-contrast=\"auto\"> that consumers are more likely to trust &#8211; and buy from &#8211; brands that advertise alongside sources of information they trust, such as local TV news stations.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cThere\u2019s definitely a brand affinity that develops when advertising with a local news station,\u201d says Palino. \u201cWe certainly vet our clients and don&#8217;t just put anybody on the air. Because of this, our viewers and advertisers\u2019 customers react positively.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">According to Mecklenburg, this trust can also be attributed to something called the halo effect or Hollywood effect.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cTV makes an ad feel personal with the power of sight and sound, and as a viewer, this helps build trust,\u201d says Mecklenburg. \u201cFor those selling services, due to the \u2018Hollywood effect,\u2019 it could increase a brand&#8217;s sales\/close ratio because their trust will be higher because viewers have already seen the business on a big screen.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">8. Hitting Home Runs with Sports &amp; Live Events<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Nothing brings communities together like sports, and live games and events fuel a jump in linear broadcast viewing numbers &#8211; like the <a href=\"https:\/\/www.tegna.com\/advertise\/3-advertising-takeaways-from-super-bowl-lvii-linear-tv-crowned-champion-and-the-importance-of-making-emotional-connections\/\" target=\"_blank\" rel=\"noopener\">113 million <\/a>who tuned into Super Bowl LVII or the 12.55 million viewers who tuned into the 2023 Grammy Awards.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cLinear TV ads within live games remain one of the most popular and effective ways to reach sports fans, but why? In a word, passion,\u201d Bryan Goldmark, Head of National Sales &amp; Brand Partnerships at Locked On Podcast Network, notes. \u201cThe level of passion we see from NFL fans is nearly impossible to recreate, which is why advertisers are so eager to tap into that energy and engagement after the touchdown celebration cuts to a commercial break.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Palino adds, \u201cAt KING, we carry Seahawks preseason games, and for our partners using Attribution, we know that the local affiliation absolutely stands out for them.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">But it\u2019s not just NFL football that drives results. Brands can also align with amateur sports such as high school baseball or with local athletes participating in the <a href=\"https:\/\/www.tegna.com\/advertise\/4-reasons-for-advertisers-to-sponsor-the-2024-olympics\/\" target=\"_blank\" rel=\"noopener\">Olympic Games<\/a> as well<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201c<a href=\"https:\/\/www.tegna.com\/advertise\/sports-advertising\" target=\"_blank\" rel=\"noopener\">Advertising around local sporting events<\/a> can reaffirm a brand\u2019s place in the community,\u201d says Dave Neway, VP of Ad Sales Marketing at TEGNA. \u201cBig games offer advertisers a lot of frequency and exposure to a valuable audience, and by aligning with sports content, your brand can be the talk of the town.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">9. Community Connection <\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">A recent study from<\/span> <a href=\"https:\/\/www.zenogroup.com\/insights\/2020-zeno-strength-purpose\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">ZenoGroup<\/span><\/a><span data-contrast=\"auto\"> found that 94% of global consumers feel it\u2019s important to engage with brands with a strong purpose \u2013 like advocating for social justice, helping at an animal shelter, or donating to food banks. On top of that, 76% of consumers say that when a company leads with a purpose, they are more likely to trust and be loyal to that company.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"><a href=\"https:\/\/www.tegna.com\/advertise\/tips-for-advertising-locally\" target=\"_blank\" rel=\"noopener\">Local TV advertising<\/a> &#8211; including sponsorships and partnering with local TV stations for community events &#8211; allows brands to showcase their commitment to the community, which in turn helps to generate trust and further build brand awareness.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As one of the nation\u2019s largest local media organizations, Team TEGNA is committed to ensuring our content reflects the diverse communities we represent.<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/making-an-impact-11alives-voices-for-equality-highlights-importance-of-diversity-in-content-and-advertising\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">11Alive\u2019s Voices for Equality<\/span><\/a><span data-contrast=\"auto\"> is one example of how our partners, such as<\/span> <a href=\"https:\/\/www.handsonatlanta.org\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Hands on ATL<\/span><\/a><span data-contrast=\"auto\">,<\/span> <a href=\"https:\/\/www.georgiapower.com\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Georgia Power<\/span><\/a><span data-contrast=\"auto\">, and<\/span> <a href=\"https:\/\/www.wgu.edu\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Western Governors University<\/span><\/a><span data-contrast=\"auto\">, can speak up and strengthen their bonds in the community by aligning with a good cause.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/mastering-the-millennial-mindset-of-today\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12351\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png\" alt=\"Millennial Study CTA\" width=\"720\" height=\"186\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png 720w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-320x83.png 320w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min.png 971w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<h2><b><span data-contrast=\"auto\">Challenges with TV Advertising<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">While the benefits are many, TV advertising also comes with its fair share of challenges that must be addressed to ensure effectiveness.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Distracted Viewers &amp; Ad Skipping<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\"><br \/>\n<\/span><span data-contrast=\"auto\">With so many ads competing for viewers&#8217; attention, it can be difficult for a single ad to stand out and make an impact &#8211; especially if the audience is disinterested or distracted. <\/span><\/p>\n<p><span data-contrast=\"auto\">Many viewers use DVRs or streaming services to skip through commercials, and a discouraging 2021<\/span> <a href=\"https:\/\/www.tvtechnology.com\/news\/survey-two-thirds-of-viewers-dont-actively-watch-tv-ads#:~:text=Among%20the%2034%25%20that%20say,watching%20TV%20ads%2C%20Sharethrough%20said.\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">study from Sharethough<\/span><\/a><span data-contrast=\"auto\"> found that more than half of TV viewers don\u2019t watch ads. During a commercial break, 64% will grab their phone, 21% will change the channel, and 15% will leave the room to do something else. Others will put their TV on mute for a multitude of reasons. Why do these viewers tune out? The survey found that 71% said they would pay more attention if the ads were better targeted to their interests.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWhat we know is that boring ads are pretty much viewed as distractions by consumers,\u201d said Dan Meyers, Marketing Director at WGRZ. \u201cYou really need to break through the clutter and separate yourselves from the competition.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\"> Targeting<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\"><br \/>\n<\/span><span data-contrast=\"auto\">Traditional TV ads need to catch up in terms of targeting when compared to their digital counterparts. We know that TV reaches large audiences, and targeting specific demographics like age or household income can be done using Nielsen and ComScore data and programming ratings. However, streaming and digital platforms allow advertising to target more specific groups based on behaviors, purchasing history, and more. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">4 Tips for Successful TV Ad Placements<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Before knowing what type of TV ad placements may benefit your business, you must <\/span><span aria-label=\"Rich text content control\"><a href=\"https:\/\/www.tegna.com\/advertise\/5-ways-to-hit-the-bullseye-in-finding-and-reaching-your-brands-target-audience-with-tegna\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"auto\">know your target audience<\/span><\/a><\/span><span data-contrast=\"auto\">, goals, and KPIs.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">1. Study Your Demographics: <\/span><\/b><span data-contrast=\"auto\">\u201cKnow the demographic target of your client and the things they like to do or the things that interest them,\u201d Pat Sullivan, <\/span><span data-contrast=\"none\">Senior Manager of Strategic Partnerships <\/span><span data-contrast=\"auto\">at WUSA, advises. \u201cIt also helps to know the strengths of your local station.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cI always suggest getting with our station\u2019s research director to find the best-performing programs for the target audience,\u201d says Marley. \u201cOnce the campaign begins, monitor monthly attribution reports and make optimizations to better-performing shows.\u201d\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">2. Align Campaigns with Specific Goals: <\/span><\/b><span data-contrast=\"auto\">WGRZ\u2019s Beacham and Mecklenburg dig in further, suggesting what type of campaigns best suits your goals.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cAre you trying to reach volume and the masses? If so, high-reach programs could be significant,\u201d says Beacham. \u201cOr if your message is more complicated, it might take longer to sink in. Then, you\u2019ll want to balance some frequency with the high-reach approach.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cIs it event-focused and time-sensitive? Are you pushing a sale or tickets to an event?\u201d asks Mecklenburg. \u201cA lead-up strategy would be essential in this case, as opposed to a branding and evergreen campaign where the snowball effect is needed for the most successful campaign.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">3. Focus on Creative: <\/span><\/b><span data-contrast=\"auto\">The most important piece of TV ads is creative. It captures the viewer&#8217;s attention and emotionally connects with the advertised brand or product. It makes the difference between a forgettable ad and a memorable one, leaving a lasting impression on viewers.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Wes Rodda, Director of Marketing at <a href=\"https:\/\/www.11alive.com\/\" rel=\"nofollow noopener\" target=\"_blank\">11Alive<\/a> in Atlanta, suggests telling a story of what your brand represents versus selling a product. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cAside from sales, what does your brand stand for? What\u2019s the problem you\u2019re solving? What is the connection the brand has to people? Create a marketing message that isn\u2019t about pushing a product, but creating a field,\u201d <\/span><span data-contrast=\"auto\">Rodda says. \u201cAdvertisers need to be open to doing things that might be out of their comfort zone. If your brand messages aren\u2019t the right tone, your creative isn\u2019t going to be effective.\u201d\u00a0 <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><strong>4. Combine TV with Other Channels:<\/strong> Consumers often need multiple touchpoints with a brand before they convert. <a href=\"https:\/\/www.tegna.com\/advertise\/cross-channel-marketing\" target=\"_blank\" rel=\"noopener\">Cross-channel marketing campaigns<\/a> are highly effective since they help drive brand awareness. <a href=\"https:\/\/www.tegna.com\/advertise\/how-to-choose-between-digital-and-tv\/\" target=\"_blank\" rel=\"noopener\">Combine the power of TV with your digital campaigns<\/a> for a higher return on investment.<\/p>\n<h2><b>3 Common Mistakes to Avoid with Your TV Advertising<\/b><\/h2>\n<h3><b>1. Irrelevant or Ineffective Creative<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If your TV ad campaign falls flat, the problem might not be the platform. You need to ensure you have a powerful script that is clear, to the point, and engaging. Know that you don\u2019t have to fit everything into one 30-second spot (nor should you try!), so make cuts where necessary. The best TV ads come across as authentic and relatable, with talent, tone, and creative details aligning with your target audience. It\u2019s also very important for your creative to include a strong call to action so that they know what to do next once you\u2019ve captured their attention.<\/span><\/p>\n<h3><b>2. The Wrong Schedule<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You need to know which stations your customers are watching, which programs they\u2019re watching, plus when and how long they\u2019re tuned in. Also, keep in mind the importance of frequency. If they see your ad only once, there\u2019s a good chance they will forget it, while seeing it at every other commercial break is likely to do more harm than good. Finding the right balance and schedule takes research and expertise, representing an area where professional media experts can assist.<\/span><\/p>\n<h3><b>3. Thinking There\u2019s No Room in the Budget<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The notion that you can\u2019t afford to advertise on TV is a misconception that can cost you in many ways, from brand awareness to sales. Your media partner should offer reasonable production costs that work with your budget. They should also be able to help you allocate enough of your budget so that your ad can run with the right frequency to make an impact and understand how to help you repurpose video content for channels beyond TV to extend your investment further.<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">How Long Should a TV Advertising Campaign Last?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Each business is as unique as a fingerprint, so the length of an ad campaign will differ based on the campaign&#8217;s goals. However, it\u2019s best practice to let campaigns run for at least three months.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWe never recommend less than three months to our clients, ensuring we have enough data to prove the campaign&#8217;s effectiveness,\u201d says Marley. \u201cResults can continue for years to come!\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWe look at marketing like investing in your 401K, not day trading. It\u2019s investing, not gambling,\u201d says Beacham. \u201cIf you run a campaign long enough, the right way, and have proper messaging \u2013 then it\u2019ll absolutely work over time. I tell clients who build their business that we typically do 6-to-12-month campaigns. If you do a month of a branding campaign, you might get business or not. I generally like to ask for at least three months to really get a feel for what it\u2019s like to advertise on TV.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Chase agrees but adds that campaigns should also run \u201cuntil the results are diminishing or until a product\/category is experiencing reduced growth.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3>Why is TV Media Buying?<\/h3>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/tv-media-buying\" target=\"_blank\" rel=\"noopener\">TV media buying<\/a> is the act of buying TV advertising space. As streaming channels have emerged, this form of advertising has expanded its definition to include linear television and OTT.<\/p>\n<h2><b><span data-contrast=\"auto\">Which Industries Can Benefit from Television Ads?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">\u201cAll industries can benefit from TV advertising if it\u2019s done right,\u201d says Sullivan. It is not a one-size-fits-all approach and infinite options exist for executing when working with a TV station.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cAny industry looking to grow their business and create awareness, build their brand, and drive sales\/results will benefit from running TV ad campaigns,\u201d says Marley. \u201cPair TV with OTT streaming, and you\u2019ll see real power.\u201d <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Digging more into specifics, home service companies, healthcare companies, and auto dealerships benefit from TV advertising regularly. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Home Services: <\/span><\/b><span data-contrast=\"auto\">\u201cHome improvement companies with high ticket services that are B2C are the obvious brands that can benefit from TV advertising. They advertise all the time, which makes a ton of sense,\u201d says Beacham. \u201cIf you sell one roof, it could pay for the whole campaign and then some, not even considering future clients and branding\/awareness benefits.\u201d\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Healthcare: <\/span><\/b><span data-contrast=\"auto\">Healthcare companies can use TV advertising to educate the public about health issues and the benefits of their products or services. This helps build trust and establish the company as an authority in the industry, whether these campaigns be for a <a href=\"https:\/\/www.tegna.com\/advertise\/hospital-advertising\" target=\"_blank\" rel=\"noopener\">hospital<\/a>, <a href=\"https:\/\/www.tegna.com\/advertise\/eye-care-advertising\" target=\"_blank\" rel=\"noopener\">optometry business<\/a>, or <a href=\"https:\/\/www.tegna.com\/advertise\/successful-dental-ads\" target=\"_blank\" rel=\"noopener\">dental services<\/a>. Additionally, healthcare advertising is subject to strict regulations, and companies must ensure that their messaging is truthful and not misleading.<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Dealerships: <\/span><\/b>TV advertising can give <a href=\"https:\/\/www.tegna.com\/advertise\/tier-3-automotive-advertising\" target=\"_blank\" rel=\"noopener\">tier 3 automotive companies<\/a> a competitive advantage by differentiating them from other dealerships in the market. By showcasing their unique features or benefits, they can stand out to potential customers when creating their <a href=\"https:\/\/www.tegna.com\/advertise\/car-dealership-advertising-campaigns\" target=\"_blank\" rel=\"noopener\">dealership marketing campaigns<\/a>.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/mastering-the-millennial-mindset-of-today\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12351\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png\" alt=\"Millennial Study CTA\" width=\"720\" height=\"186\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png 720w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-320x83.png 320w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min.png 971w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<h2><span aria-label=\"Rich text content control paragraph\"><b><span data-contrast=\"auto\">Examples of Effective Television Advertisements<\/span><\/b><span aria-label=\"Rich text content control\"><span data-contrast=\"auto\">\u200b<\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">\u200b<\/span><span aria-label=\"Rich text content control paragraph\"><span data-contrast=\"auto\">\u200b<\/span><span aria-label=\"Rich text content control\"><span data-contrast=\"auto\">\u200bWhat makes an effective TV ad? <\/span><span data-contrast=\"auto\">Below are some examples of TV advertising success stories from brands that have teamed up with TEGNA.<\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span aria-label=\"Rich text content control paragraph\"><span aria-label=\"Rich text content control\"><b><span data-contrast=\"auto\">Penn Dixie Monster Uses Fun Creative to Create Memorable Ads<\/span><\/b><\/span><\/span><\/h3>\n<div style=\"position: relative; padding: 56.25% 0 0 0;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/CXlly262IDw\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe>\u200b\u200b<\/div>\n<p><span data-contrast=\"auto\">Giving credence to the fact that all industries can benefit from TV advertising, this creative from Penn Dixie Fossil Park and Nature Reserve, produced by <a href=\"https:\/\/www.wgrz.com\/advertise\" target=\"_blank\" rel=\"noopener nofollow\">WGRZ<\/a>, shows that there\u2019s nothing wrong with a silly message.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span aria-label=\"Rich text content control paragraph\"><span aria-label=\"Rich text content control\"><b><span data-contrast=\"auto\">Aurora Mental Health &amp; Recovery Uses Storytelling in its TV Advertising<\/span><\/b><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<div style=\"position: relative; padding: 56.25% 0 0 0;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/Ojo5cFUyGQ8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><span data-contrast=\"auto\">Sponsored content is also an effective way for a brand to send a message, and \u201cUnpacking Perfect\u201d is an example coming to us from 9News in Denver. The sponsored content series, produced by <a href=\"https:\/\/www.9news.com\/advertise\" target=\"_blank\" rel=\"noopener nofollow\">9NEWS<\/a> in partnership with<\/span> <a href=\"https:\/\/www.auroramhr.org\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Aurora Mental Health &amp; Recovery<\/span><\/a><span data-contrast=\"auto\">, is about the human chase for perfection. The series is about self-worth and both the comforts and perils of comparison. Everyone has strengths and weaknesses, and this series underlines the importance of telling an authentic, emotional, relatable story to drive results.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span aria-label=\"Rich text content control paragraph\"><span aria-label=\"Rich text content control\"><b><span data-contrast=\"auto\">iRestore Generates ROI through TV Advertising<\/span><\/b><span data-contrast=\"auto\">\u200b<\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span aria-label=\"Rich text content control\"><span data-contrast=\"auto\">\u200b<\/span> <span data-contrast=\"auto\">\u200b<\/span><\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"https:\/\/player.vimeo.com\/video\/777098181?h=ada16495b2&amp;color=ff8f00&amp;title=0&amp;byline=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><span data-contrast=\"auto\">Home service companies, like iRestore in St. Louis, can also attest to the power of TV advertising. \u201cSince partnering with <a href=\"https:\/\/www.ksdk.com\/advertise\" target=\"_blank\" rel=\"noopener nofollow\">KSDK<\/a>, we\u2019ve seen tremendous success. We\u2019ve seen our stock rise in the local community regarding recognition. Customers feel a little more at ease when dealing with somebody they\u2019ve recognized and seen on TV,\u201d says Kirk Kupsky, owner of iRestore. That\u2019s because Kupsky has been a fixture on KSDK\u2019s<\/span> <a href=\"https:\/\/www.ksdk.com\/show-me-st-louis\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Show Me St. Louis<\/span><\/a><span data-contrast=\"auto\">, the station\u2019s lifestyle show, and has run ads alongside news content, including severe weather alerts, on both linear and streaming platforms.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">How to Get Started with TV Advertising<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Getting started with TV advertising isn\u2019t as difficult as you may think.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cAdvertisers can always make a call to a station\u2019s sales department,\u201d says Sullivan. \u201cOn the flip side, when an Account Executive calls you, accept the call. It will change the trajectory of your business.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Mecklenburg agrees, adding, \u201cThere\u2019s so much perception of not wanting to meet, but it\u2019s just a consultation. We want you to be transparent. We\u2019re marketing experts and are only there to help brands in the areas we can help!\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Once contact has been established, Marley likes to set up meetings to learn more about the business and its goals. \u201cI will research your category and review your website, but it\u2019s always best to help me understand your goals and expectations for your business before providing recommendations,\u201d she advises.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Lastly, Chase adds, \u201cIt\u2019s easy to get started. Help our team understand your most significant opportunity, and they will work on a solution to drive the right leads, measure the results and optimize the campaign to improve results continuously.\u201d<\/span><\/p>\n<p><span data-contrast=\"auto\">\u200b<\/span><span aria-label=\"Rich text content control\"><span data-contrast=\"auto\">\u200b<\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"auto\">Contact TEGNA today<\/span><\/a><span data-contrast=\"auto\"> to get started with TV advertising.<\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><\/p>\n<p><span aria-label=\"Rich text content control paragraph\"><span aria-label=\"Rich text content control\"><span data-contrast=\"auto\"><a href=\"https:\/\/www.tegna.com\/advertise\/mastering-the-millennial-mindset-of-today\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-12351\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png\" alt=\"Millennial Study CTA\" width=\"720\" height=\"186\" srcset=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-720x186.png 720w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min-320x83.png 320w, https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/03\/ORDER-46535-Millenial-CTA-min.png 971w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/span><\/span><\/span><\/p>\n<h2><b>Frequently Asked Questions<\/b><\/h2>\n<h3><b>Do TV Advertisements Work?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Yes! TV advertising is still effective<\/span><b>. <\/b><span style=\"font-weight: 400;\">It\u2019s worked and driven tangible results for thousands of our partners, helping to make TV the<\/span><a href=\"https:\/\/www.statista.com\/topics\/5052\/television-advertising-in-the-us\/#topicHeader__wrapper\" target=\"_blank\" rel=\"noopener nofollow\"> <span style=\"font-weight: 400;\">second-most profitable advertising medium in the United States<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>What Impact Do Digital Channels Have on TV Ads?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Digital channels have significantly impacted TV advertising in recent years, contributing to competition for ad dollars and increased fragmentation. However, digital advertisements can also work in parallel with your TV advertising campaigns. By combining the power of digital channels with TV ads, brands benefit from more touchpoints and engagement across platforms.\u00a0<\/span><\/p>\n<h3><b>What is the Future of Television Advertising?\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Based on changing consumer behaviors, advertisers must be agile and adaptable to stay ahead of the curve as the landscape evolves. Targeting advertising will improve, attribution and measurement will continue to develop, and advertisers would be wise to invest in campaigns that are a mix of linear and streaming platforms to drive the best results.\u00a0<\/span><\/p>\n<h3><b>How Much Does It Cost to Advertise on TV?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The perception that TV is too expensive is one of the biggest challenges the industry faces, but it\u2019s one that we can easily dispel. If you aim to win an Emmy, you can spend as much money as you want. If your goal is about results, you can have a solid brand and call to action focused on advertising at a really affordable rate. With the right creative message, TV campaigns will pay for themselves and then some.<\/span><span aria-label=\"Rich text content control paragraph\"><span aria-label=\"Rich text content control\"><span data-contrast=\"auto\">\u200b<\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Diving into the world of TV advertising doesn\u2019t need to be complicated or intimidating. We\u2019ve enlisted the help of industry experts at TEGNA to illustrate the benefits a brand can see with TV advertising and dispel some common myths and concerns in The Ultimate Guide to TV Advertising! Thanks to our experts Jeff Beacham, Steve Chase, Bryan Goldmark, Susan Marley, Julie Mecklenburg, Dan Meyers, Dave Neway, Frank Pallino, Wes Rodda, Pat Sullivan, WGRZ, WUSA, WTSP, Locked On Podcast Network, KING, KUSA, and TEGNA. <\/p>\n","protected":false},"author":4,"featured_media":11814,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[79,52,87],"tags":[117],"class_list":["post-11813","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thought-leadership","category-best-practice-tips","category-broadcast","tag-tv-advertising","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/11813","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=11813"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/11813\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/11814"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=11813"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=11813"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=11813"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}