Harnessing the Power of Television in the Digital Age

Crafting Your Commercial

The production of the commercial is often the most costly aspect of TV advertising. The average 30-second TV spot can cost around $200,000 to produce. However, there are more affordable alternatives available.

Your commercial should exude professionalism. Any hint of amateurism can undermine your ad from the start, unless it's part of a strategic gimmick that resonates with viewers.

In the past, TV production equipment was prohibitively expensive, costing tens of thousands of dollars. Today, digital video cameras that deliver a professional film look are available for $1,500 or less. This has made it possible for one-person production houses to produce work that meets Hollywood standards.

To find affordable TV production services, check your local directory, reach out to the creative director at a local ad agency, or contact the production departments of TV stations in your area. Media professionals often have a wide network and can recommend someone who offers low-cost services.

Instead of hiring expensive actors, consider using footage of your product or service in action and hire a professional announcer to read your copy. Local radio stations often have DJs with pleasing voices and good delivery. They may be willing to read your 30-second copy for a modest fee.

Strategically Placing Your Ad

TV ad prices have been decreasing for over a decade. In the past, there were only three network TV stations in most towns. Now, there are numerous options including FOX, WB, UPN, several other independents, and a multitude of low-power TV stations. Additionally, cable may offer 100 more channels, and digital video delivery is on the horizon.

With the fragmentation of audiences, TV outlets can't charge as much for commercials as they did in the past. In many markets, TV ad prices are lower than radio's and significantly lower than daily newspapers'.

One often overlooked but effective and low-cost option for TV commercials is your local public television station. Public television, grappling with significant cuts in funding, is increasingly open to program sponsorship that resembles full-featured commercials.

Contact your local public TV station to inquire about their sponsorship policies and opportunities. Since the cost of your "ad" is considered a donation, your promotional expense is tax deductible. Supporting public broadcasting also enhances your reputation and goodwill in the community. Public broadcasting's audiences are typically well-educated and high-income.

Finally, remember that a TV station's lowest prices are likely not published. You will need to call the sales manager at the station to get them. Expect significantly lower prices when your ads run outside prime time or in packages of multiple commercials.