How to advertise on television with a radio budget

If you’ve been advertising exclusively on Radio over the years and are experiencing a decline in leads and sales, this information is for you. For the purposes of this article, I’ll be focusing on local Broadcast Television Advertising on stations i.e. local ABC, CBS, NBC and FOX TV stations as opposed to Cable TV. I’ll address Cable TV in a future article.

The first thing you must do is open your mind to the fact that local Broadcast Television advertising rates can be as low Radio ad rates in your market.

EXAMPLE: Research Morning Drive (Mon-Fri 6am-10am) :30 second rates on the top 3 Radio stations in your market. Then research Morning News (Mon-Fri 6am-9am, or 6am-10am) :30 second rates on your local ABC, CBS, NBC and FOX TV stations. What you will find, in many markets, is a couple of the TV stations will have the same cost per :30 second commercial as the top Radio station’s morning drive. Plus, the TV station Morning News will have greater audience size than Morning Drive, in many cases.

Television Advertising Process

Write the script- Decide on what you want the viewer to do once they’ve finished viewing your TV commercial. Your call to action result may be; a click, a telephone call or a stop in to your local business. Tailor your script toward that goal. Make sure your :30 second script contains; Attention, Interest, Social Proof, and a Call To Action. Write so that your commercial can be understood with audio off. In addition, write a :15 second promotion/sale script and a :15 second branding script.

Produce the scripts- To keep costs down, you may want to shoot all of the scenes yourself with your 1080p or 4k enabled smart phone. You may also add professionally shot scenes by purchasing them on various sites like The voice of the commercial can either be “voice-over” scenes. Or, shooting an employee or spokesperson on camera.

Airtime- Save money by advertising in Morning News, Midday News, Weekend rotators, and Overnights. You may also want to buy “:15 second/:15 second bookends”. Gives you twice as many commercials for the same budget.

If you advertise on Radio, you will be pleasantly surprised with the results when you make the switch to advertising on your local television stations. Contact us to discuss how you can cost effectively use video marketing in the television advertising space. 

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