Investing in a television advertising can be a major decision, especially for small business owners.
We understand the costs involved in running a business, but a solid television campaign, shown on the station and program your target audience is watching can be a powerful tool to drive sales, boost brand recognition and ROI for your business.
It’s not just about having a solid commercial – the key is knowing where your audience is going to see it and making sure your message meets them there. Being selective about ad placement helps stretch your dollar and gives you piece of mind that your audience will be there. So, when is the best time to advertise on TV?
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Event-Driven Peaks
What are the biggest events of the year? The events that will drive the largest audience numbers? For example; The Olympics, State of Origin, AFL or NRL Finals Series. These events so BIG that everyone tunes into them, not just your target market. This can also be a great approach if you haven’t defined your target market or you have a number of different audiences you’d like to reach.
Events like this attract viewership from a large variety of audiences. The perfect example of this is the Melbourne Cup, “the event stops the nation” which gets the attention of viewers across Australia, even those who don’t regularly tune into horse racing.
These events help you cast a wide net over the Australian population and you may just catch a few new fish that haven’t heard of you before by taking this approach.
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Seasonal Shows and Series Premieres and Finales
Television stations release their program schedule and try to help you prep for the year ahead based on what’s going to be shown throughout the year. What shows would your target market love… MAFS, Survivor, Cricket or Footy? Place ads there and get in early –spots for popular shows particularly prime time often fill up weeks ahead of launch!
We also recommend advertising on the season premieres because viewership is generally at its highest. Sometimes interest and life gets in the way after the initial launch of a series, so, striking while that interest is at its peak is key. This rule also applies to new series and finales.
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Post-holiday Season
In the lead up to annual holidays such as Easter and Christmas, plus those popular sale periods like EOFY, Black Friday and Cyber Monday events, there can be a lot of competition in the retail space and that transfers to the advertising space. It can be hard to cut through in amongst the noise.
If you choose to spend in the off-season you can often make your spend go further, with the tv stations supporting the campaign with bonus spots and filler commercials when there is room.
Why? Because competitors may be reducing their spend, and there’s less competition for airtime. And who doesn’t love a bonus spot! This is a great opportunity to build brand awareness.
A great campaign that communicates clearly who you are, what you do, and why people need to come to you – that is carefully placed during a time when others are slowing down their campaigns – is powerful. You can be seen and heard, and help provide a solution to viewers who may be in holiday-mode and have more tv viewing time, or who may be in a headspace of setting themselves up for the year ahead.
If you catch someone in ‘planning and taking action mode’ with a product or solution that helps them achieve their goal – you can be the answer they are looking for.
But isn’t Traditional TV Dead?
The short answer is NO – there are still programs that pull the numbers, and there are still audiences, particularly older demographics who don’t spend their time on digital or streaming services.
Whilst it is true that advertising trends in Australia are heavily dominated by digital video, with digital and streaming services taking an increasing larger share of the audience, there are still shows that will bring them to the TV.
Sure, there’s competition for audience with all the options available to watch tv or stream. But the great thing about that competition – is the rates per spot have never been more affordable. You’ll also get offered filler and bonus spots with your spend – and who doesn’t like a little cheeky free advertising.
Producing a quality ad will not go to waste
In the age of AI and content creators – the ads that get noticed are high quality, emotionally-driven and authentic. You want a message that will resonate with your audience and build trust and confidence in your brand.
Your ad can be resized and reused for different formats, including social and digital specifications so you can use the same message across the platforms to extend your reach and also maximise the use of your ad. You went to all the trouble to make it… you need to show it off.
Need help creating the perfect TV Commercial?
Call ADhesive. We are a full-service marketing agency – this means we create your TV script, storyboard, film, edit, produce and then manage the media booking with a TV schedule based on your target audience.
For the next month, we are offering FREE script and storyboard your new TV ad production – because we really want to help you achieve the best results for the best value.
Please reach out if this is something you’re interested in exploring, we are happy to have an obligation-free chat to discover if television advertising is the right option for you.
