Insights
November 16, 2025
How to Buy TV Advertising for Your Business
Table of Contents
Buying TV advertising isn't what it used to be. Today, it's about strategically placing your ad across a mix of linear channels, local cable, and streaming services like Hulu to connect with your ideal customers. It all starts with a solid strategy, picking the right mix of traditional and digital channels, and then getting your campaign live—whether that's by working directly with a station, hiring an agency, or using a modern platform.
Decoding the Modern TV Advertising Landscape
Before you spend a single dollar, it's critical to understand what "TV advertising" really means today. That classic image of a 30-second spot during the nightly news? That’s just one piece of a much bigger, more complex puzzle. Viewing habits have changed drastically, and your advertising needs to follow suit.
The TV world is now split into two main camps: traditional (linear) TV and internet-based (streaming) TV. Each one offers different advantages and plays a unique role in a smart advertising strategy for a small business.
Traditional Linear and Local TV
Linear TV is what most of us grew up calling "regular TV." It’s programming delivered on a fixed schedule through broadcast networks, cable, or satellite. When you buy ads here, you're buying a time slot on a specific channel during a particular show.
Broadcast TV: Think major networks like NBC, CBS, and ABC. Ads here cover a wide Designated Market Area (DMA), which is perfect for businesses looking to build mass awareness across an entire city or region.
Local Cable TV: This is where things get more interesting for local businesses. Cable providers like Comcast or Spectrum let you buy ads in smaller geographic "zones," sometimes targeting just a handful of ZIP codes. This kind of precision means you're not wasting money reaching people who live too far away to ever visit your store.
The biggest upside to traditional TV is still its massive reach and the credibility it brings. It’s fantastic for building broad brand awareness and establishing your business as a serious player in the local market.
The Rise of Connected TV and Streaming
Connected TV (CTV) is any television set hooked up to the internet, used for streaming content on-demand. This includes smart TVs and devices like Roku, Apple TV, and Amazon Fire Stick. When you advertise on CTV, your ads appear within streaming services like Hulu, Peacock, or Tubi.
The real game-changer with CTV is its digital-style targeting. Forget the broad-strokes approach of linear TV. CTV lets you zero in on viewers based on specific demographics, interests, online behaviors, and even household income.
This shift isn't just a fleeting trend; it’s a fundamental change in how people watch television. The days of the whole family gathered around a single screen at 8 p.m. are long gone. To get a better handle on this, check out our guide on US TV viewing share and streaming trends, which dives deep into where audiences are spending their time now.
The numbers tell the same story. While global linear TV ad spending is still massive at an estimated $101.6 billion in 2024, it makes up less than 20% of total global ad spending. Meanwhile, global video ad spend, fueled by CTV, is on track to blow past $120 billion in 2025. It's pretty clear where the growth and opportunity are.
For a small business, this is great news. You have more powerful and efficient options than ever. You no longer have to cast a wide, expensive net and hope for the best. Instead, you can pinpoint the exact households that match your ideal customer profile, making sure your message lands with maximum impact and minimal waste.
Comparing TV Advertising Channels
To help you decide where to start, here’s a quick-glance table comparing the primary channels.
Ultimately, many businesses find that a blended strategy—using local TV for broad reach and CTV for precision targeting—delivers the strongest results.
Building Your Strategy and a Realistic Budget
A powerful TV ad campaign doesn’t start in a studio. It starts with a solid plan and an honest look at your budget. Just "wanting to be on TV" isn't a strategy—it's a wish. To get real results, you first need to nail down exactly what you're trying to accomplish.
Your goals are the foundation for every other decision, from the channels you pick to the message you broadcast. An ad campaign designed to get immediate online sales for your e-commerce shop will look completely different from one trying to get more people through the doors of a local dental clinic.
Defining Your Campaign Objectives
Before you even think about money, you have to define what a "win" looks like. Vague goals like "get more customers" are nearly impossible to measure, so you'll never know if your ad spend is actually working. You need to get specific.
What are you really trying to do? Most TV ad goals fall into one of these buckets:
Driving Brand Awareness: This is about getting your name out there. You want to introduce your business to a new audience or just remind people you exist, building trust and recognition over time.
Generating Direct Leads: You want people to do something right now. This means asking them to call a special number, visit a specific web page, or use a unique promo code you mention in the ad.
Boosting Foot Traffic: For a brick-and-mortar business, the objective is simple: get more people to walk in. This is a classic goal for local restaurants, retail stores, and service shops.
Promoting a Specific Offer: Got a big sale, a new product launch, or a special event? This type of campaign creates urgency to drive a burst of activity.
Once you have a clear goal, it's time to figure out who you're talking to. Don't just stop at basic demographics like age and gender. You need to dig deeper. What are their viewing habits? What are their interests? Are they glued to ESPN on the weekends or winding down with HGTV on weeknights? Knowing this is the key to spending your money wisely instead of just hoping for the best.
Unpacking TV Advertising Costs
The big question is always, "How much is this going to cost?" And the honest answer is: it really depends. The price of a TV ad is a mix of several factors, and understanding them is the first step to building a budget that makes sense for your business.
Here are the main things that drive the cost:
Geographic Market (DMA): It’s no surprise that advertising in New York City is going to cost a whole lot more than in a smaller market like Omaha, Nebraska. The good news is that local cable allows you to target specific "zones" or even neighborhoods, which is a much more affordable way to get started.
Channel and Network Popularity: A 30-second spot during a hit show on a major network will come with a premium price tag. On the flip side, niche cable channels or less popular time slots are much easier on the wallet.
Time of Day (Daypart): "Primetime," which is usually from 8 PM to 11 PM, is the most expensive slot because it has the most eyeballs. Daytime, early morning, and late-night spots are far more budget-friendly.
Ad Length: The standard is a 30-second commercial, but you'll also see 15-second and 60-second options. Shorter ads cost less, but longer ads give you more room to tell a compelling story.
A term you’ll hear a lot is CPM, or Cost Per Mille. It's just a fancy way of saying the cost to show your ad to 1,000 viewers. For Connected TV (CTV), a typical CPM can range from $20 to $50, which gives you a predictable way to manage your spending.
For a much closer look at real-world numbers, check out our detailed breakdown of TV advertising pricing and plans. It'll give you more specific examples to help you plan.
Building a Realistic Budget
Okay, with all those factors in mind, you can start putting some numbers together. A small local business might dip its toes in with a test campaign on local cable for a few thousand dollars a month. A company looking to make a bigger splash across a region might budget tens of thousands.
The real key is to start with a budget that you can actually afford and that’s big enough to make an impact. Don't make the mistake of spreading your money too thin across too many channels. It’s almost always better to dominate a single, relevant channel or time slot than to have a weak, forgettable presence everywhere.
My advice? Start small, measure everything, and then scale up what works.
Navigating the Media Buying Process
Okay, you've got a strategy and you know your budget. Now comes the part that can feel a little intimidating: actually buying the ad time. This is where your plan meets reality.
Don't let the term "media buying" throw you off. It really just boils down to a few different ways to get your commercial on TV. You can go straight to the source, hire a pro to do it for you, or use a modern tech platform to run the show yourself. Each path has its own trade-offs between cost, control, and the amount of work you'll have to put in.
Let's break them down.
The Direct-to-Station Approach
One classic way to buy TV ads is to simply pick up the phone and call the sales department at your local TV station or cable provider. You’ll end up talking to an account executive who lives and breathes their channel’s programming and audience.
This route is fantastic if you want to build a direct relationship and really dig into what a specific station can offer. The catch? It's a major time commitment. You're on the hook for negotiating every detail, managing the schedule, and handling the paperwork for each and every station you work with.
If you go this route, you need to be prepared. Think of it like buying a car—you need to ask the right questions to make sure you're getting a good deal.
Audience Data: "Can you show me the demographic report for viewers of the 6 o'clock news?"
Ad Placement: "Am I going to be the first ad in the break, or buried somewhere in the middle?"
Added Value: "What kind of bonus spots or other perks can you throw in to sweeten the deal?"
This is a solid choice if you're only planning to advertise on one or two local channels and you're comfortable negotiating.
Working with an Ad Agency or Media Buyer
Feeling a little overwhelmed by the direct approach? That's what ad agencies and media buyers are for. These are the seasoned pros who do this all day, every day. They already have the relationships and industry clout to negotiate rates and placements you likely couldn't get on your own.
Handing the keys to an agency means they handle everything—planning, buying, getting your ad to the station, and reporting back on how it all went. This frees you up to, you know, run your business. The trade-off is the cost, of course. Agencies typically charge a commission on your ad spend, usually in the ballpark of 15% to 20%.
Key Takeaway: A good media buyer can often secure discounts and bonus ad placements that completely offset their fee. You might end up spending the same amount but getting a much smarter, more effective campaign out of it.
This is the best path for businesses with a healthier budget who want an expert to manage the entire process from start to finish.
Using a Self-Service Programmatic Platform
The third option is a game-changer, especially for anyone looking at Connected TV (CTV) ads. Self-service platforms essentially put a powerful ad-buying machine at your fingertips, giving you the kind of precise targeting that used to be reserved for giant corporations.
These platforms automate the buying process through a simple online dashboard. You log in, set your budget, and define your audience with incredible detail—think household income, online shopping habits, or even whether they're in the market for a new car. You pick your geographic area, upload your ad, and watch the results come in. It gives you total control.
Tools like Adwave were built specifically for this, opening up the world of high-tech TV advertising to small and local businesses. You can get a good feel for how these self-service TV ad platforms work to see if it’s the right fit. This is the perfect choice if you're comfortable taking a more hands-on, data-focused approach and want to tap into the power of CTV without the agency price tag.
Creating Ad Creative That Actually Converts
You've managed to secure your ad spot—congratulations. Now for the most critical part: what are people actually going to see? Your ad creative is the heart and soul of your campaign. It’s what turns a simple media buy into a real business driver.
Honestly, even the most perfectly placed ad will completely fall flat if the message doesn't land. This is all about telling a story that resonates, giving viewers a clear next step, and making sure every second of your ad feels true to your brand. The good news? You don't need a Hollywood-sized budget to make a real impact.
Crafting Your Core Message and Story
Before you even think about writing a script, stop and ask yourself one simple question: What is the single most important thing I want someone to remember? Your ad is a fleeting moment in their day, so clarity is everything.
Every great ad is a mini-story. You need a beginning, a middle, and an end. The classic formula works because it's simple: grab their attention in the first three seconds, present a problem they recognize, and then position your business as the hero—the solution. This structure is a lifesaver for both 15 and 30-second spots.
A great TV ad doesn't just sell a product; it connects with an emotion. Focus on the benefit, not just the feature. A local gym sells confidence and health, not just access to treadmills.
Finally, make sure the message feels like you. The tone, the visuals, the music—it all has to be authentic to your business. That consistency is what builds trust and keeps you top-of-mind long after the commercial ends.
Production Without Breaking the Bank
I hear it all the time: "TV ad production costs a fortune." That used to be true, but today there are plenty of high-quality, affordable options out there. It’s just a matter of finding the right fit for your budget.
Local Production Companies: These are your local pros. They specialize in creating sharp-looking commercials for businesses just like yours and know the market inside and out. For a few thousand dollars, they can often handle everything from scripting to the final edit.
AI-Powered Video Tools: This is a game-changer. Modern platforms like Adwave have completely simplified the creative process. Using AI, you can generate a polished, broadcast-ready ad in minutes just by plugging in your website URL. This approach slashes both the time and the cost.
It also helps to know where the big money is going. In the United States, the retail sector is projected to spend a massive $9.51 billion on TV ads in 2025, which is 19.0% of the total spend. Right behind them are consumer packaged goods companies, earmarking around $7.64 billion. Knowing this gives you valuable context for your own campaign. You can find more detailed insights on industry ad spending to see where you fit in.
The All-Important Call to Action
If viewers don't know what to do next, your ad did nothing. A clear, direct Call-to-Action (CTA) isn't just a suggestion; it's non-negotiable. This is the instruction that turns someone watching from their couch into an active customer.
Make your CTA impossible to miss. Your website, phone number, or address should be on-screen for at least five seconds, reinforced by a voiceover. And please, keep it simple. Ask them to do one thing.
A few examples that always work:
"Visit OurWebsite.com to book your free consultation today."
"Call 1-800-555-1234 now and get 20% off your first order."
"Stop by our showroom at 123 Main Street this weekend."
One last thing before you pop the champagne: double-check the technical specs. Every single broadcaster and streaming platform has strict rules for file format, resolution, and audio levels. Submitting the wrong file format will cause delays and can even cost you money. Get it right the first time to make sure your campaign launch goes off without a hitch.
Gauging Your Success and Fine-Tuning Performance
Getting your TV ad on the air is a huge milestone, but it’s definitely not the finish line. Honestly, it’s just the beginning. The real work—the part that separates a successful campaign from just an expensive one—is tracking your results and making smart adjustments.
So, how do you actually know if your investment is paying off?
The answer is in the data. The world of TV advertising is split in two when it comes to measurement. Traditional linear TV and modern Connected TV (CTV) have their own unique ways of defining success, and knowing which numbers to watch is crucial for proving your campaign's value.
What to Track on Traditional TV
When you buy ads on broadcast or local cable, the measurement game is all about broad audience estimates. You're trying to figure out how many people likely saw your ad, not tracking every single click. It's a one-to-many medium with one-to-many measurement.
These are the core metrics you’ll hear about:
Reach: The total number of unique households that saw your ad at least once. It’s the size of your audience.
Frequency: The average number of times a single household saw your ad. Too low, and your message gets lost. Too high, and you risk viewer fatigue.
Gross Rating Points (GRPs): This is the classic TV metric. It’s calculated by multiplying Reach x Frequency and gives you a single number to represent the overall "weight" of your ad buy.
For example, if your ad reached 20% of households an average of 3 times, your campaign generated 60 GRPs. Media buyers live and breathe this metric to compare different ad schedules.
Getting Granular with Connected TV
This is where things get really interesting for business owners who love data. Since CTV ads are delivered digitally, they can be measured with the same kind of precision you get from your online marketing.
You can finally move past estimates and start tracking direct, verifiable user actions.
For the first time, TV advertising can be directly tied to specific business outcomes. You're no longer guessing if your ad worked; you're seeing the proof right in your analytics.
Key CTV metrics include:
Impressions: Simply the total number of times your ad was displayed.
Video Completion Rate (VCR): The percentage of viewers who watched your ad all the way through. A high VCR, often over 95% on CTV, means you've got an engaged audience.
Click-Through Rate (CTR): For interactive ads, this tracks how many viewers actually clicked.
Conversion Tracking: This is the big one. Using tracking pixels, vanity URLs, or unique promo codes, you can directly attribute website visits, leads, and sales to your TV campaign.
To make sense of it all, here's a quick rundown of the most important metrics you’ll be tracking for both traditional and digital TV campaigns.
Key Performance Metrics for TV Advertising
Understanding these key performance indicators (KPIs) is the first step toward knowing what's working and what isn't.
These metrics aren't just numbers on a report; they are the signals that tell you how to steer your campaign toward better results.
Turning Measurement Into Optimization
The goal isn't just to collect data—it's to use that data to make your next move smarter. Are ads on Hulu driving more website traffic than ads on Pluto TV? Do weekend spots outperform weekday ones? Is your 15-second creative getting more engagement than the 30-second version?
This cycle of testing, learning, and adjusting is what drives real growth. And it’s becoming more important than ever. By 2027, it's expected that 78.1% of all advertising spend will be algorithm-driven, blending old-school broadcast with hyper-targeted digital delivery. You can discover Dentsu’s insights on future ad spending to get a sense of where the industry is heading.
By constantly analyzing performance, you can confidently shift your budget toward what's working and away from what isn't. This is how you turn a good TV campaign into a great one.
Have Questions About Buying TV Ads? You're Not Alone.
Even with the best game plan, jumping into TV advertising for the first time can feel a little daunting. A lot of questions pop up, and getting clear, straightforward answers is the key to moving forward with confidence.
Let's break down some of the most common questions business owners ask when they’re figuring out how to buy TV ads.
What’s a TV Commercial Actually Going to Cost Me?
This is always the first question, and the honest answer is: it depends. There’s no simple price tag for a TV ad. The cost is a mix of different factors that all determine the value of the airtime you’re buying.
A single spot on a local, niche cable channel during an off-peak time could be as low as $50 to $200. Pretty approachable, right?
But on the flip side, a 30-second commercial during a primetime network show in a major market like Los Angeles can easily soar into the tens of thousands. And of course, national ads during massive events like the Super Bowl are famous for their multi-million dollar price tags.
The main things that drive the cost up or down are:
The Channel: More eyeballs mean higher prices. A major network costs more than a small local station.
The Market: Advertising in New York City is a different ballgame than advertising in a smaller town.
The Time of Day: Primetime (usually 8-11 PM) is the most expensive slot for a reason.
The Show: Running your ad during the season finale of a hit show carries a premium.
The Ad Length: Most ads run for 15, 30, or 60 seconds.
With Connected TV (CTV), pricing is much more predictable. It’s usually based on a CPM model (cost per thousand impressions), often ranging from $20 to $50. This lets you scale your spending in a much more controlled and manageable way.
Can I Actually Target Specific Customers with TV Ads?
Absolutely. But how you target them is completely different depending on the type of TV ad you’re running.
With traditional, linear TV, targeting is more of an educated guess. You pick networks and shows that your ideal customers are likely to watch. Think of it as audience association. For instance, if you want to reach older adults, you might buy time during the evening news. To get in front of young men, you'd probably look at sports programming. It works, but it’s broad.
Connected TV (CTV) advertising, on the other hand, is a game-changer. It brings precise, digital-style targeting to the living room screen, which is a massive advantage for small businesses trying to make every dollar count.
With CTV, you can zero in on audiences using incredibly specific criteria:
Demographics: Age, income, gender, household size.
Geography: Get as granular as a specific ZIP code.
Interests: Based on viewing habits and other data signals.
Behaviors: Target people who have recently visited your website (retargeting).
This level of precision means less wasted ad spend and a much better chance of reaching people who are genuinely interested in what you offer.
What's the Real Difference Between Linear TV and Connected TV?
The easiest way to think about it is "scheduled" vs. "on-demand."
Linear TV is the classic television experience. You turn on your TV, tune into a channel via cable, satellite, or an antenna, and watch a program at its scheduled time. The ads you see are broadcast to every single person watching that show at that moment.
Connected TV (CTV) is any television that’s hooked up to the internet and used to stream video. This includes Smart TVs right out of the box and regular TVs using a device like a Roku, Apple TV, or Amazon Fire Stick. CTV ads are served within that streaming content.
The most important distinction for an advertiser is how the ads are delivered. Linear TV is a one-to-many broadcast—a wide net cast over a general audience. CTV enables one-to-one addressable advertising, where two different households watching the exact same show can be shown two completely different and more relevant ads.
Do I Really Need to Hire an Agency to Buy TV Ads?
Not always, but for many businesses just starting out, an agency can be a huge help. A good media buyer brings years of expertise, industry connections, and negotiating power to the table that a business owner simply won't have. They can handle everything from strategy and planning to poring over the final results.
A savvy buyer can often score better rates and bonus ad placements that more than cover their own fees.
That said, you definitely have other options. You can always go directly to the sales department at your local TV stations to buy ad time yourself. Just be ready for a very hands-on and time-consuming process.
For CTV, a new generation of self-service platforms has made it incredibly simple for businesses to launch and manage their own campaigns through intuitive dashboards. This has really opened the door for small businesses to get into sophisticated TV advertising without the need for a big agency contract.
Ready to make TV advertising simple, affordable, and effective? With Adwave Digital, you can create and launch a broadcast-ready TV ad in minutes, reaching your ideal local customers on channels like NBC, Hulu, and ESPN. Let our AI-powered platform do the heavy lifting so you can focus on growing your business. Get started with Adwave today.