Television advertising provides a very powerful vehicle for delivering a message about your product or service to the widest audience possible. The visual impact of video simply has a great ability to capture and hold the audience—more so than the more static mediums of print or audio media. Although it may seem like a daunting task, you can write and produce your own commercial at a television studio, or at a local college or high school that has an audiovisual department. The costs of producing a 15-, 30-, or 60-second television spot will vary depending upon the sets, special effects, talent, equipment, and crew necessary to pull off your concept.

The cost for placing a television ad depends upon the type of station, the time of day your ad airs, and the ad run frequency. Station types, in order of expense, include UHF, VHF, and local cable access. When determining which time slot to place your ads in, consider any documentaries, features, or sporting events with local content that cater specifically to an audience that would be interested in your product or service. Remember that the frequency of your ad is as important as the time of day it airs. Running your commercial once or twice a week, for example, is unlikely to generate any response at all.

Reach: TV reaches approximately 70.1% of Europe’s population daily and average daily viewing time is 3hrs 39mins. The unique combination of this reach together with the huge volume of time spent watching TV that makes it such a powerful form of advertising.

Popularity: TV accounts for 90% of the average viewer’s video time. For the younger millennial audience, it is also the largest proportion of their video time at around 73% of the total.

Resilience: Over the past decade, TV has proven remarkably resilient in an era of immense disruption. Despite the emergence of Netflix and YouTube, TV consumption has remained steadfast around the globe.

Trust and impact: TV is the most trusted form of advertising and remains most likely to make consumers laugh, move them to tears or trigger emotions.

Effectiveness: Advertisers invest in TV advertising because it works. Studies around the world demonstrate TV’s many effects – and the positive impact it has on other media.