{"id":12881,"date":"2024-01-05T11:11:01","date_gmt":"2024-01-05T18:11:01","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12881"},"modified":"2024-01-11T11:34:21","modified_gmt":"2024-01-11T18:34:21","slug":"tv-media-buying-the-ultimate-guide","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/tv-media-buying","title":{"rendered":"TV Media Buying: The Ultimate Guide"},"content":{"rendered":"

In today’s media landscape, audiences are unprecedentedly diverse in content consumption habits. <\/span>In fact, <\/span>eMarketer<\/span><\/a> estimates that 3 in 4 US adults divide their attention among multiple devices when watching video content<\/span>. They may watch live sports via Linear TV, their favorite shows via streaming, and catch up with the latest headlines on their phones.<\/span>\u00a0<\/span><\/p>\n

With all this variety, television advertising is one of the most effective channels for businesses. From creating brand awareness and establishing trust among a local demographic to driving further action via phone calls, website visits, or even store visits, television advertising is one of the most effective channels for businesses to further their marketing objectives.”<\/span>\u00a0<\/span><\/p>\n

TV advertising is a must-have when creating a<\/span> media plan<\/span><\/a>. Team\u00a0TEGNA has put together a guide of tips and tricks to help you during your journey. Let\u2019s explore what TV media buying is, its current state, various advertising formats, advantages, types of buys, the buying process, challenges, examples, and how to get started.<\/span><\/p>\n

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

What is TV Media Buying?<\/span><\/b>\u00a0<\/span><\/h2>\n

Advertising is all about reaching a target audience at the ideal moment and in the right context. To do so effectively, you can\u2019t just throw spaghetti at the wall and see what sticks. To get the most out of your marketing and advertising dollars, you\u2019ll want to take a more strategic approach and create a media plan, which is one of the most critical components of your overall\u00a0campaign. <\/span>\u00a0<\/span><\/p>\n

In creating a media plan, you\u2019ll outline the who, what, when, where, why, and how your brand intends to reach its target audience. By researching and mapping out these variables, your cohesive plan will help you reach the right audience at the right time, improve the frequency and reach, and maximize your ROI.<\/span>\u00a0<\/span><\/p>\n

Then, if your research shows that TV is where your target audience is, you\u2019ll want to buy TV ad space to promote your brand\u2019s products, services, or ideas. <\/span>TV media buying<\/span> then involves selecting the right time slots and channels to maximize a campaign’s reach, impact, and ROI.<\/span>\u00a0<\/span><\/p>\n

TV Media Buying Today<\/span><\/b>\u00a0<\/span><\/h2>\n

Even with the growth of OTT streaming and digital channels like YouTube, linear TV is still a popular media buy, and a cohesive cross-platform approach is critical to reach potential consumers.<\/span>\u00a0<\/span><\/p>\n

According to<\/span> Media Radar<\/span><\/a>, more than 12.5K brands spent $59B+ on TV ads, representing a 3% increase in spending and the number of brands investing in TV from 2021. Further breaking this number down, 475 DTC brands spent $5B+ on TV, representing a 5% increase over 2021.<\/span>\u00a0<\/span><\/p>\n

While linear TV is still dominant in advertising, streaming OTT presents new opportunities for brand growth.<\/span> Media Radar<\/span><\/a> found that 7.3k brands invested $1.7B on OTT ads in 2022.<\/span>\u00a0<\/span><\/p>\n

Meanwhile, our friends at<\/span> PREMION<\/span><\/a> have found, \u201cAdvertisers are leveraging ad-supported OTT to complement linear as an audience reach extension, capturing shifting audiences by engaging with viewers that they would not reach through linear alone. Without CTV and OTT in the mix, advertisers may miss\u00a0 out on a huge local audience segment.\u201d<\/span>\u00a0<\/span><\/p>\n

TV Advertising Formats<\/span><\/b>\u00a0<\/span><\/h2>\n

Television advertising boasts diverse formats, adapting to the evolving media landscape. With these platforms, advertisers can reach audiences in different ways, ensuring their messages resonate across the spectrum of TV viewership.<\/span>\u00a0<\/span><\/p>\n