TV Commercials for Growing Businesses: Is Television Worth It?

TV advertising for small business has a reputation for being out of reach. But television has changed. Between local stations, specialty channels and connected TV (CTV), there are now more ways than ever for a growing brand to get on screen, and to measure what happens next. Here's how to decide whether TV makes sense for you, and how to do it without wasting money.

This guide is part of our broadcast and out-of-home series. See also the radio advertising guide.

When TV makes sense

TV is a strong fit when you need to:

• Build broad awareness fast in a region
• Demonstrate a product visually
• Signal credibility. Being on TV still reads as "established" to many buyers
• Support a launch or big seasonal push
• Tell an emotional story that audio or static images can't

TV is a weaker fit if your audience is extremely niche, your budget can't support enough frequency to be remembered, or your website and sales process aren't ready for the attention.

Your TV options

Option	What it is	Pros	Watch-outs
Local broadcast	Local stations and newscasts	Local reach, credibility	Broad audience
Specialty channels	Cable/satellite channels by interest	Audience by interest	Fragmented audiences
Connected TV (CTV)	Ads on streaming services and apps	Targeting, digital-style reporting	Inventory and targeting vary by platform
Sponsorship	Sponsoring a segment or show	Association, recall	Less control of creative

Learn more about streaming TV in connected TV advertising for Canadian brands.

What drives the cost

• Market and station (big metros cost more)
• Daypart and program: prime time and live sports cost the most
• Season: Q4 and election periods are typically more expensive
• Frequency you need to be remembered
• Production: from simple lean shoots to full-scale productions

Ask stations and platforms for a proposed schedule with estimated reach, frequency and cost per thousand in your target demographic.

Making a commercial that works

1. Brand early. Show your name or product in the first few seconds.
2. One message. Thirty seconds holds one idea well, not four.
3. Show, don't tell. Demonstrate the product or result.
4. Design for sound off on CTV and social cut-downs: use supers (on-screen text).
5. A simple action: a short URL, a search term, or a location.
6. Consistent sonic identity: a sound logo or jingle links your TV and radio.

Keeping production lean

Production doesn't have to swallow the budget:

• Shoot several versions in one day: a 30-second spot, a 15-second cut-down, a 6-second bumper and vertical social edits.
• Use real locations and real people (your team, your store, willing customers) instead of built sets and actors.
• Build around one strong visual idea rather than many scenes.
• Reuse your audio identity so your radio and TV feel like one campaign.
• Ask stations about production services. Some local broadcasters offer creative and production support for advertisers.

Broadcast ads in Canada must comply with advertising standards, and some categories (for example, alcohol or advertising directed at children) have additional rules or pre-clearance. Ask your station early.

When should it air?

Match dayparts to your audience: morning news for commuters and professionals, daytime for at-home audiences, prime time and sports for broad reach. We'll cover scheduling in when should your TV commercial air?.

Measuring TV

• Response spikes: web traffic, searches and calls in the minutes after airings
• Market comparisons: results in regions with TV vs. similar regions without
• Dedicated URL, code or phone number
• Surveys: "How did you hear about us?"
• CTV reporting: completion rates, reach and, with the right setup, site visits

The full method is in how to measure billboard, TV and radio advertising. To estimate the return, the same logic applies as in how to calculate billboard ROI.

TV works best as part of a mix

Pair TV with radio for frequency, OOH for local reinforcement, and search and social to capture the interest TV creates. And earned TV appearances build the credibility that makes paid spots land better. See how to get local media coverage.