Break Through the Noise: How to Choose Which Station to Advertise On

Justin True

Justin True About The Author

Jan 13, 2021 10:47:00 AM

Break Through the Noise- How to Choose Which Station to Advertise On

Regardless of your industry, it can be challenging to stand out from the competition with a TV ad. With so many companies out there saturating traditional TV channels and other platforms, you need to do what you can to differentiate your brand. The fact is that TV advertising is still important today, but the key to success is approaching these campaigns the right way.

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By 2022, it's predicted that TV ad revenue will reach around $74.9 billion, and that number is expected to continue growing. In turn, national ad spend for TV advertising is anticipated to reach a whopping $51.26 billion by 2021, as businesses continue to use this tactic to promote their brands.

TV revenue

Here are six ways to get the most from your TV ad campaigns and break through the noise of other advertisers.

1. Establish Your Budget

Having a good understanding of your available budget will help narrow down and prioritize the channels that are likely to yield the best ROI.

Keep in mind that high ad spend won't necessarily bring you the best results. Instead, focus on effective brand messaging. You can spend all the money you have on maximizing your reach, but that won't mean anything if your ads don't speak to your audience. Try to determine how much you have to spend on your ads and their placement, and make the most of that ad spend by producing high-quality ads with a powerful marketing message.

2. Know Your Target Audience

It's also essential to gain insight into your target audience's viewing habits when determining where to place your ads. Find out what your employees view based on specific key demographics. Some demographics to consider may include age, gender, and occupation, all of which can give you an idea of what their viewing schedule might look like.

For example, busy professionals may not be viewing TV in the afternoon on weekdays, but they may watch certain shows in the evenings or at various times throughout the day on the weekends. Keep in mind that different audiences will also have different interests, so knowing those key demographics can help you determine not only when they're watching, but also what they're watching.

3. Check Out Ratings

Once you've identified your target audience and their viewing habits, you can begin searching for the TV station that will reach them most effectively. You can see how specific programs perform at any given time by viewing the ratings and other details.

Nielsen ratings are measured on a scale of 0 to 100, representing percentages of viewers by demographic. For instance, you might want to find out how many 18 to 49-year-olds watch a particular show. You may discover that a TV show has a 5.0 Nielsen rating in that category, which would indicate that five percent of people ages 18-49 watch that show. That five percent alone translates into tens of thousands of viewers, depending on the size of the segment.

4. Research Past Commercials

With a station in mind, you can begin checking out the commercials that the station has run in the past. Look for some similarities between them, which you may want to adopt for your commercials to ensure they're a good fit for that station.

Some key factors to look for may include:

  • The average duration of commercials, which may be :15, :30 or :60 seconds
  • The specific brands that are advertised at certain times
  • The general theme and tone of each ad
  • The messaging that those ads use
  • The visual elements that ads incorporate

With a better sense of the types of ads that appear on a station at specific times, you can determine where yours fit and ensure they’re on par with the competition. At the same time, you may be able to figure out ways to stand apart with unique elements without the ad coming off as a misfit in the lineup.

5. Review the Station's Performance

In addition to looking at the past commercials and programs that appear on a station, it's essential to examine the station's overall performance among your audience. What kind of ratings do they typically get? How many people tune in on average at the times you want to advertise? What kind of ad revenue can you expect to see with the station?

Asking yourself these and other questions can help you further gauge whether the station is a good fit for your brand.

6. Know Where Your Competitors Are Advertising

Even if you find what appears to be the perfect station for your business to use as an advertising platform, it may not be where your competitors are advertising. Look for stations that your competitors are advertising on and determine when their commercials air. You can find out what their strategy is and take cues from them to create your own. You may even discover that you have a chance to compete with them on the same station, possibly during the same programs.

Knowing where your competitors are showcasing their brand can lead you to find the best opportunities for ROI.

Find the Right TV Station to Boost Brand Awareness and ROI

If you take the time to research your target audience and find the right station for your TV ads, you'll be able to take advantage of a medium that's still popular among a wide range of demographics. The ROI of TV advertising is still significant, with every dollar of TV ad spend translating to around $6.5 in revenue. To get the most from your TV ads and locate the right station, consider working with an experienced media partner. Having a reliable partner by your side can help ensure your ads reach the right people at the right time and on the right platforms.

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