{"id":12335,"date":"2023-05-05T10:07:40","date_gmt":"2023-05-05T17:07:40","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12335"},"modified":"2026-03-16T07:30:13","modified_gmt":"2026-03-16T14:30:13","slug":"10-tips-for-advertising-locally","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/tips-for-advertising-locally","title":{"rendered":"11 Tips For Advertising Locally"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">It\u2019s easy for a small business to think that TV advertising is only for \u201cthe big guys,\u201d but the truth is that mom-and-pop shops are one of the biggest benefactors of local TV advertising &#8211; if done right. Diving into the world of TV advertising doesn\u2019t need to be complicated or intimidating. Here are our ten tips to <a href=\"https:\/\/www.tegna.com\/advertise\/tips-for-good-tv-advertising\" target=\"_blank\" rel=\"noopener\">maximize the effectiveness of your ads<\/a> and local campaign.<\/span><\/p>\n<h3><b> 1. Get to Know Your Target Audience<br \/>\n<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">When you understand your target audience, you\u2019ll be able to reach them more effectively. When getting to know your ideal customers, be sure to <a href=\"https:\/\/www.tegna.com\/advertise\/how-to-create-marketing-persona-profiles\/\" target=\"_blank\" rel=\"noopener\">create persona profiles<\/a> and be sure to include your findings from deep-dive research, including:<\/span><\/p>\n<ul>\n<li><b>The consumer purchase journey: <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How do your existing customers purchase? How often? By what means? Asking these questions is essential to understanding your operating base.<\/span><\/span><\/span><\/li>\n<li><b>Competitive analysis:<\/b> Consider the competition and who their customers are, then see how this fits into your current base. Who are their customers, and how do they purchase? Is this an area your business is not currently pursuing and an area for potential?<\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">\u00a0<\/span><b>2. Create a Media Plan<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Creating a <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/what-is-media-planning-the-ultimate-guide-to-success\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">media plan<\/span><\/a><span style=\"font-weight: 400;\"> can also help solve everyday challenges and problems that brands face when running marketing and advertising campaigns. A well-thought-out media plan can help set goals and benchmarks against those goals, which help measure ROI, eliminate wasted budget, attribution (how advertisers know which marketing tactics lead to sales or conversions), and select the proper channels for your campaign. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/what-is-media-planning-the-ultimate-guide-to-success\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Use this as a guide to help your brand succeed.<\/span><\/a><\/p>\n<h3><b>\u00a03. <\/b><b>Advertise on Local News<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Local news channels are a powerful way to reach a targeted and engaged audience with a good amount of trust in their local stations. Aligning with well-known and trusted friendly faces, such as the news anchor or weatherman, extends a positive halo to your brand, helping to create meaningful connections in the community, which builds brand awareness, establishes credibility, increases website and foot traffic, and helps to generate new and loyal business.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">\u00a0<\/span><b>4. Combine Broadcast with Streaming<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The way people view content \u2013 and the devices they consume it on \u2013 is rapidly changing. With \u201cthe new living room, lean-back experience,\u201d flexibility is key, as consumers want to watch quality programming and content at any time, anywhere, on any device, immediately, and with ease. Luckily, local news isn\u2019t limited to <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/broadcast\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Broadcast<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/streaming\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">TEGNA offers 24\/7 streaming content<\/span><\/a><span style=\"font-weight: 400;\">, including 24\/7 access to breaking live and on-demand local news, newscast replays, extended live coverage, weather, and station specials and investigations.<\/span><\/p>\n<ul>\n<li><b>Bottom Line: <\/b>Whether your business is a grocery chain focused on a local neighborhood or a regional automotive, combining Linear TV with Streaming is a big win.<\/li>\n<\/ul>\n<h3><b>5. Go Digital<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Have you heard of the second-screen phenomena? It happens when TV and Streaming viewers use their phones as a second screen to look up what they see on screen. For example, if a viewer sees a TV ad with a QR code, they\u2019ll pull out their phone to scan the code and learn more about that featured product or service. Therefore, having a <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/local-digital-advertising\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">strong, local digital strategy<\/span><\/a><span style=\"font-weight: 400;\"> with pre-roll, banner ads, <a href=\"https:\/\/www.tegna.com\/advertise\/breaking-down-the-basics-of-retargeting\/\" target=\"_blank\" rel=\"noopener\">retargeting<\/a>, and <a href=\"https:\/\/www.tegna.com\/advertise\/native-advertising-defined-explored\/\" target=\"_blank\" rel=\"noopener\">native advertising<\/a> will act as a perfect complement to TV and Streaming campaigns. Extending reach, creating brand awareness, increasing website traffic, and generating more leads is a great idea.<\/span><\/p>\n<h3><b>6. Leverage Live Events<\/b><b><br \/>\n<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The TV world is seeing huge jumps in live viewership numbers &#8211;<\/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 style=\"font-weight: 400;\">113 million<\/span><\/a><span style=\"font-weight: 400;\"> tuned into Super Bowl LVII, 12.55 million viewers tuned into the 2023 Grammy Awards, and the Women\u2019s March Madness tournament set new records for viewership. Advertising around local and national events can reaffirm a brand\u2019s place in the community. These events offer advertisers a lot of frequency and exposure to a valuable audience, and by aligning with live events, your brand can be the talk of the town.<\/span><\/p>\n<h3><b>\u00a0<\/b><b>7. Give Back to Local Community<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Partnering with your local news station also presents a wealth of opportunities to serve the greater good of your local community &#8211; which is more important than ever to today\u2019s consumer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact,<\/span> <a href=\"https:\/\/www.zenogroup.com\/insights\/2020-zeno-strength-purpose\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">ZenoGroup<\/span><\/a><span style=\"font-weight: 400;\"> found that 94% of global consumers feel it\u2019s important to engage with brands with a strong purpose, such as community service. Another 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\u00a0\u00a0<\/span><\/p>\n<h3><b>8. Focus on Great Creative<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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\u2019re trying to attract. Marketing experts at TEGNA have found that brands that incorporate the following tend to see great results: <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li><b>Enticing visuals: &#8220;<\/b>Broadcast 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 Jeff Beacham, Local Sales Manager at <a href=\"https:\/\/www.wgrz.com\/\" rel=\"nofollow noopener\" target=\"_blank\">WGRZ<\/a> in Buffalo. \u201cIt\u2019s visual, and you can see it. For food, you can practically taste it. For a home remodel, you can see the beauty. For finance, you can potentially see the person managing your money.\u201d<\/li>\n<li><b>Catchy audio: <\/b>\u201cYou want your kid to sing the song,\u201d says the Director of Sales at <a href=\"https:\/\/www.king5.com\/\" rel=\"nofollow noopener\" target=\"_blank\">KING<\/a> in Seattle, Frank Palino. \u201cThe right sound\u200b \u200bbites in a creative ad can improve the ad recall and strengthen the call to action, leading to more people searching your website for your products or services.\u201d<\/li>\n<li><b>Emotional connections: <\/b>\u201cThe Farmer\u2019s Dog scored the highest in the USA Today Ad Meter using the power of emotion instead of the power of celebrity,\u201d says Tom Charno, Senior Consumer Insights Strategist at TEGNA. \u201cIt shows consumers respond more to brands that try to connect through poignant storytelling instead of flashy cameos.\u201d<\/li>\n<li><b>Humor: <\/b>As an Olympic Sponsor since 2008, <a href=\"https:\/\/www.tegna.com\/advertise\/good-work-by-the-yard\" target=\"_blank\" rel=\"noopener\">By The Yard takes a humorous approach to TV advertising<\/a>: they show their furniture competing in Olympic events. \u201cWe love it when customers come into our showrooms and say, \u2018Oh my gosh, I remember when I saw your chair swimming in the pool,\u2019\u201d says Leah Steidl of By The Yard. \u201cThat\u2019s always our goal, to create a memorable, funny, tongue-in-cheek campaign. We create that moment for them, and it gets them talking and keeps us top of mind.\u201d<\/li>\n<\/ul>\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\/536428361?h=6b6b3edc2c&amp;title=0&amp;portrait=0\" width=\"640\" height=\"360\" 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><\/div>\n<h3><b>9. Measure Results<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Gartner reveals that only 53% of decisions are influenced by marketing analytics. Although marketers strive to be data-driven, cognitive bias and data management can create obstacles. Having a marketing attribution tool in your belt &#8211; like <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/attribution\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">TEGNA Attribution<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; can help companies overcome some of these hurdles by providing campaign insights in a clear and digestible format. With marketing measurement, teams can determine which campaigns were successful.<\/span><\/p>\n<h3><b>10. Test, Refine &amp; Optimize<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Albert Einstein famously said, \u201cInsanity is doing the same thing over and over and expecting different results.\u201d It\u2019s imperative to look at the numbers and optimize your campaign to the best of your ability. Did a streaming ad generate no new leads? Try moving that creative to TV and see if it moves the needle \u2013 or integrate it into a podcast. There are thousands of options, and you\u2019ll probably try hundreds of combinations throughout a campaign.<\/span><\/p>\n<h3>11. Leverage Video Across Multichannel Campaigns<\/h3>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/7-reasons-for-local-businesses-to-invest-in-video-marketing\/\" target=\"_blank\" rel=\"noopener\">Video advertising benefits local businesses<\/a> looking to make an impact in their marketing efforts. Video can help improve brand recall since it uses multiple senses to drive awareness. In addition to local news, brands should consider using video assets across multiple channels to increase the number of touchpoints with viewers. These channels can include digital platforms and OTT streaming channels. By creating a cohesive strategy across video platforms, brands can <a href=\"https:\/\/www.tegna.com\/advertise\/7-reasons-for-local-businesses-to-invest-in-video-marketing\/\" target=\"_blank\" rel=\"noopener\">maximize their video marketing ROI<\/a>.<\/p>\n<h2><b>What Are Some Examples of Local Advertising?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">At TEGNA, we know how to make our local advertising partners shine bright. The following examples are just a few of the creative ways we\u2019ve helped local brands grow business across the country.<\/span><\/p>\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"Good Work: Driving Great Results with Honda of Seattle and KING5\" src=\"https:\/\/player.vimeo.com\/video\/688549596?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h3><a href=\"https:\/\/www.tegna.com\/advertise\/good-work-driving-great-results-with-honda-of-seattle-and-king5\/\"><b>Driving Great Results with Honda of Seattle and KING5<\/b><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">\u201cI think I know what our customers want, I think I know what they need. But with TEGNA Attribution, we can find out what works and what doesn\u2019t. We can constantly tweak it, try new ideas, put new creative out there, and see what the market is really receptive to,\u201d says Tim Miller, General Manager of Honda of Seattle, who has partnered with KING5 for more than five years.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"vimeo-player\" src=\"https:\/\/player.vimeo.com\/video\/654994791?h=5d2e9facb2\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3><a href=\"https:\/\/www.tegna.com\/advertise\/good-work-driving-great-results-with-wthr-crew-carwash\/\"><b>Crew Carwash Teams with WTHR to Expand Out of Indiana<\/b><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">Founded in 1948, Crew Carwash\u2019s 40 locations throughout Indiana are well-known for their brand promise of being Clean, Fast, and Friendly. Pair this great service with TV campaigns and a commitment to doing good, the company has expanded to markets outside of Indiana.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cGiving back to the community is a huge part of what we do at Crew Carwash and is a huge part of our success,\u201d says the company\u2019s Vice President Sally Grant. \u201cWe\u2019re happy that WTHR and TEGNA have helped us promote these events, nonprofits, and charities to help us raise a lot of money to put back into the community.\u201d\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"vimeo-player\" src=\"https:\/\/player.vimeo.com\/video\/629174869?h=1e312b8a89\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3><a href=\"https:\/\/www.tegna.com\/advertise\/good-work-kgw-serving-up-results-with-meals-on-wheels-people\/\"><b>Serving Up Results with Meals on Wheels People<\/b><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">Meals on Wheels People has partnered with TEGNA\u2019s KGW for five years to help ensure its vision that no senior goes hungry or experiences social isolation. Using Broadcast, Premion OTT, and TEGNA Attribution, the non-profit has been able to target donors and reach them no matter what screen they\u2019re looking at. Better yet, these tactics have increased the average donation amount, and the creative produced has even won an Emmy.<\/span><\/p>\n<h2>Industries Benefiting from Local Advertising<\/h2>\n<p class=\"noparagraph\"><strong>Healthcare:<\/strong> Whether you&#8217;re a pharmaceutical company looking to connect with consumers on a more personal level or a <a href=\"https:\/\/www.tegna.com\/advertise\/creating-a-successful-hospital-marketing-plan\" target=\"_blank\" rel=\"noopener\">hospital creating a marketing plan<\/a>, local advertisements can facilitate trust while building brand awareness.<\/p>\n<p><strong>Dentistry:<\/strong> <a href=\"https:\/\/www.tegna.com\/advertise\/successful-dental-ads\" target=\"_blank\" rel=\"noopener\">Dental ads<\/a> benefit by targeting local audiences to drive foot traffic into the practice. Even <a href=\"https:\/\/www.tegna.com\/advertise\/marketing-tactics-for-cosmetic-dentistry\" target=\"_blank\" rel=\"noopener\">cosmetic dental ads<\/a> can help drive awareness for your business while building trust.<\/p>\n<p><strong>Dealerships:<\/strong> Dealerships can leverage local ads to encourage in-person visits and test drives to increase their revenue. <a href=\"https:\/\/www.tegna.com\/advertise\/advertise-car-dealership-online-ads\" target=\"_blank\" rel=\"noopener\">Online dealership ads<\/a> can be combined with the power of local TV advertising to drive more success and ROI for your business.<\/p>\n<p><strong>Home Improvement:<\/strong> Electricians, contractors, and <a href=\"https:\/\/www.tegna.com\/advertise\/plumber-advertising\" target=\"_blank\" rel=\"noopener\">plumbers can use local advertising<\/a> to drive awareness for their businesses while showcasing the quality of their work.<\/p>\n<p><strong>Law Firms:<\/strong> <a href=\"https:\/\/www.tegna.com\/advertise\/advertising-your-law-firm-6-steps\" target=\"_blank\" rel=\"noopener\">Law firms advertising<\/a> with local mediums can reap numerous benefits and help them differentiate themselves from the competition. <a class=\"waffle-rich-text-link\" href=\"https:\/\/financesonline.com\/legal-marketing-statistics\/\" target=\"_blank\" rel=\"noopener nofollow\">70% of law firms<\/a> have obtained new business through their website, but 40% of small law practices do not have a website. Additionally, <a class=\"waffle-rich-text-link\" href=\"https:\/\/financesonline.com\/legal-marketing-statistics\/\" target=\"_blank\" rel=\"noopener nofollow\">only 24%<\/a> of law firms are using video. <a href=\"https:\/\/www.tegna.com\/advertise\/advertising-your-law-firm-6-steps\" target=\"_blank\" rel=\"noopener\">Lawyers who use video marketing<\/a> can use this channel to stand out while building brand awareness.<\/p>\n<p><strong>Hotels:<\/strong> With the rise of inflation, staycations and local travel have become increasingly popular. To take advantage of this trend, consider <a href=\"https:\/\/www.tegna.com\/advertise\/luxury-resort-hotel-marketing-5-steps-for-success\/\" target=\"_blank\" rel=\"noopener\">advertising your hotel or luxury resort<\/a> to more local audiences.<\/p>\n<h2><b>Sound Good? Partner with TEGNA on Local Marketing Strategies Today<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With a commitment to keeping our clients in good company in the upcoming year, we\u2019ll deliver audiences as diverse as the communities we serve, whether through TV, streaming, or digital. If you\u2019re on Main Street or a mom-and-pop shop, TEGNA has an ideal audience for you.<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Let\u2019s get in touch.<\/span><\/a><\/p>\n<h2><b>Frequently Asked Questions<\/b><\/h2>\n<h3><b>How Does Local Advertising Work?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Local advertising fulfills different brand needs, but universally, advertising at the local level is designed to attract target audiences and local demographics to your brand or service. Several tactics, including social media, email, and print media, can be used. However, one of the most effective local marketing strategies is advertising with a local TV news station.<\/span><\/p>\n<h3><b>How Do You Attract Local Customers?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">TV advertising &#8211; especially with a local TV news station &#8211; is super-effective in attracting loyal customers. That\u2019s because local audiences have a great deal of trust in their local news stations. TVB found<\/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 style=\"font-weight: 400;\">local broadcast news to be the most trusted platform<\/span><\/a><span style=\"font-weight: 400;\"> for viewers. That trust halo extends to brands that advertise alongside this trusted content, as additional<\/span> <a href=\"https:\/\/www.newsworks.org.uk\/research\/ipa-databank-study-2021\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">studies<\/span><\/a> <span style=\"font-weight: 400;\">show consumers are more likely to trust \u2013 and buy from \u2013 brands that advertise alongside sources of information they trust.<\/span><\/p>\n<h3><b>What\u2019s the Difference Between National and Local Advertising?<\/b><\/h3>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/national-vs-local-tv-advertising-which-is-right-for-you\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">National and local advertising campaigns<\/span><\/a><span style=\"font-weight: 400;\"> focus on different audiences. Local audiences focus on a specific audience in a specific location, while national campaigns focus on the entire US market.<\/span><b>\u00a0<\/b><\/p>\n<h3><b>What Types of Companies Benefit from Local Advertising?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A local marketing strategy can benefit any company that needs to reach a localized audience. These can include <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/hospital-advertising\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">hospital advertising<\/span><\/a><span style=\"font-weight: 400;\"> plans, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/successful-dental-ads\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">dental ads<\/span><\/a><span style=\"font-weight: 400;\">, dealership marketing initiatives, and <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/10-marketing-ideas-for-your-home-remodeling-business\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">home service ads<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The importance of local communities has never been more important. TEGNA\u2019s e-book,<\/span> <em><a href=\"https:\/\/www.tegna.com\/advertise\/mastering-the-millennial-mindset-of-today\/\"><span style=\"font-weight: 400;\">Mastering the Millennial Mindset of Today<\/span><\/a><\/em><span style=\"font-weight: 400;\">, found that 80% of millennials are engaged in their local community, 34% regularly attend farmers markets, 33% attend local sports games, and 28% will attend local festivals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What does this mean for your small business?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Local TV advertising &#8211; especially with your local TV news station &#8211; is essential if you\u2019re looking to build brand awareness, generate sales, and create connections in the community.<\/span><\/p>\n<h2><b>What are Local TV Marketing Strategies?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A small business can advertise locally in several ways, including via social media, email, and print media. Still, one of the most effective local marketing strategies is advertising with a local TV news station.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Local<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/tv-advertising-advantages\"><span style=\"font-weight: 400;\">TV advertising offers numerous advantages<\/span><\/a><span style=\"font-weight: 400;\"> for small businesses looking to grow. It is often characterized by 15 or 30-second <a href=\"https:\/\/www.tegna.com\/advertise\/5-persuasive-reasons-why-video-works\/\" target=\"_blank\" rel=\"noopener\">video ads<\/a> or commercials viewed locally and placed alongside local and national broadcasts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, let\u2019s say a<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/plumber-advertising\"><span style=\"font-weight: 400;\">plumber advertising<\/span><\/a><span style=\"font-weight: 400;\"> in Phoenix has a commercial for its local services and wants it to be placed alongside NBC\u2019s The Voice to reach its target audience of homeowners. This ad can run alongside this national programming but will be placed locally and only shown to those in the Phoenix area to get the phones ringing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Better yet, local TV ads aren\u2019t limited to commercials, as local broadcast TV stations \u2013 like those at TEGNA \u2013 offer content sponsorships, integrations, and many other ways to get your brand in front of interested and engaged local audiences by including brand placements in weather, traffic, and sports content.<\/span><\/p>\n<h2><b>Does Local TV Advertising Work?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The short answer is yes. TV advertising is a super-effective way to create brand awareness. Additionally,<\/span> <a href=\"https:\/\/rbr.com\/tv-the-most-important-influencer-across-the-purchase-funnel\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">a 2023 TVB study<\/span><\/a><span style=\"font-weight: 400;\"> found it\u2019s the most influential channel for influencing a viewer\u2019s purchasing decisions, as 86% of respondents who conduct online searches said that TV ads influenced their search selections.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the proof is more than just a study. Local TV advertising has worked and driven tangible results for thousands of our partners, helping to make TV the second-most profitable advertising medium in the United States.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEvery market has clients that have been using TV advertising for years, and they wouldn\u2019t keep using it if it didn\u2019t work,\u201d says Julie Mecklenburg, Director of Sales at TEGNA\u2019s WGRZ in Buffalo. \u201cWe have a walking portfolio of references \u2013 all you have to do is turn on the TV and ask that business what it\u2019s like to work with the TV station.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe\u2019ve seen tremendous success. We\u2019ve seen our stock rise in the local community as far as recognition, and customers feeling a little more at ease when dealing with somebody they\u2019ve recognized and seen on TV,\u201d says Kirk Kupsky, Owner of<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/good-work-building-great-results-with-irestore-ksdk\/\"><span style=\"font-weight: 400;\">iRestore in St. Louis<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>Where Is the Best Place to Advertise Locally?<\/b><\/h2>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/the-ultimate-guide-to-tv-advertising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">TV advertising<\/span><\/a><span style=\"font-weight: 400;\"> is 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;\">. As Kupsky and thousands of others can attest, local TV news is one of the most effective ways to reach large, engaged audiences, align with trustworthy content, generate leads, and grow business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s because audiences have a great deal of trust in their local news stations. 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 style=\"font-weight: 400;\">local broadcast news is the most trusted platform<\/span><\/a> <span style=\"font-weight: 400;\">for viewers. Drilling down deeper,<\/span> <em><a href=\"https:\/\/www.tegna.com\/advertise\/mastering-the-millennial-mindset-of-today\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Mastering the Millennial Mindset<\/span><\/a><\/em><span style=\"font-weight: 400;\"> found that 43% of millennials surveyed trust their local news station, and 41% believe their local news stations care about the community they serve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That trust halo extends to brands that advertise alongside this trusted content, as additional<\/span> <a href=\"https:\/\/www.newsworks.org.uk\/research\/ipa-databank-study-2021\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">studies<\/span><\/a> <span style=\"font-weight: 400;\">show consumers are more likely to trust \u2013 and buy from \u2013 brands that advertise alongside sources of information they trust, such as local TV news stations. <\/span><span style=\"font-weight: 400;\">Additionally, Advertising Week outlines why<\/span> <a href=\"https:\/\/advertisingweek.com\/local-matters-why-local-tv-news-is-always-an-essential-media-buy\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">Local TV news is always an essential media buy.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Advertising locally enables small businesses to build brand awareness, generate sales, and create community connections. Here are ten tips to achieve local advertising success.\u00a0<\/p>\n","protected":false},"author":4,"featured_media":12347,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,52,87,96,86],"tags":[129,130],"class_list":["post-12335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","category-best-practice-tips","category-broadcast","category-digital","category-ott","tag-advertise-locally","tag-local-advertising-tips","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12335","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=12335"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12335\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12347"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12335"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}