fbpx

How to Get Started with TV Advertising for Small Businesses

TV advertising might sound like something only big brands with deep pockets can afford, but the landscape has changed in recent years. With the rise of streaming services and more targeted advertising options, small and medium-sized businesses (SMBs) in Los Angeles can now leverage TV ads without breaking the bank.

Whether you own a local plumber, a boutique med spa, or a growing e-commerce brand, TV advertising can help you boost brand awareness, attract new customers, and drive sales. This guide will walk you through everything you need to know about launching your first TV ad campaign.

 

Why TV Advertising Still Works for Small Businesses

Despite the digital revolution, TV remains one of the most effective ways to reach and engage audiences. The good news is that you’re no longer stuck with traditional broadcast ads that play to a general audience. You now have options like Connected TV (CTV) and streaming ads, which allow for hyper-targeted campaigns.

 

Traditional TV vs. Streaming TV Ads

While traditional TV ads, like those during the Super Bowl, come to most people’s mind when discussing TV advertising, we should look at how that differs from streaming TV advertising:

  • Traditional TV (Broadcast & Cable) – Ads air on major network and cable channels (e.g., ABC, NBC, ESPN). These commercials reach large audiences but lack the ability to hyper-target specific groups. Best for businesses looking to reach a broad demographic in a specific region.
  • Connected TV (CTV) & Streaming – Ads appear on platforms like Hulu, Pluto TV, YouTube TV, and Roku. This option allows you to target specific demographics based on location, interests, and behaviors, making it more cost-effective for SMBs.

 

Setting Goals for Your TV Ad Campaign

Before you start creating your TV commercial, you should define your advertising goals. Ask yourself:

  • Do I want to build brand awareness? (e.g., A local bakery wants more people to recognize their name.)
  • Am I focused on driving sales? (e.g., A gym wants to get more sign-ups for a limited-time offer.)
  • Do I want to generate leads? (e.g., A real estate agency wants potential buyers to call for a free consultation.)

Your goal will influence everything from the messaging in your ad to the platforms you choose for distribution.

 

TV Advertising Costs and Budgeting

TV advertising doesn’t have to cost a fortune, but you do need to plan your budget wisely. Here’s what you need to consider about the cost of small business commercials:

1. Cost of Traditional TV Ads

  • Varies based on the time slot, channel, and market size.
  • Prime-time ads on major networks can be expensive, but local TV stations offer more affordable options.

 

2. Cost of Streaming & CTV Ads

  • More budget-friendly than traditional TV since you only pay for targeted impressions.
  • Programmatic ad buying lets you set a budget and optimize spending based on performance.

 

3. Production Costs

  • Hiring an agency for a professional commercial could cost anywhere from $20,000 to $50,000+.
  • DIY production using high-quality cameras and editing software can cut costs, but may not work for all brands and goals.

 

Choosing the Right TV Advertising Platform for Small Business Commercials

Traditional TV: Best for Broad Local Reach

  • Ideal for reaching a large audience in the Los Angeles area.
  • Good for businesses looking to build strong brand recognition.
  • Works best for businesses targeting a wide demographic, such as family restaurants or home services.

 

Connected TV (CTV) & Streaming: Best for Targeted Campaigns

  • Allows for audience targeting based on age, location, interests, and even purchase behavior.
  • Great for e-commerce brands, boutique stores, and businesses looking for measurable ROI.
  • Platforms include Hulu, Pluto TV, Roku, YouTube TV, and Amazon Fire TV.

For most small businesses, starting with CTV and streaming ads is a smart, cost-effective move.

 

Creating an Effective TV Commercial

Once you’ve chosen a platform and set your budget, it’s time to create an engaging ad. The best commercials tell a compelling story and capture attention in the first few seconds.

 

Key Elements of a Strong TV Ad

  • A Strong Hook – Grab attention immediately (e.g., “Los Angeles’ best tacos, delivered to your door!”).
  • Clear Branding – Make sure your business name and logo are easy to recognize.
  • Emotional Appeal – Create a story that connects with viewers
  • A Call to Action (CTA) – Tell people what to do next (e.g., “Visit our website now for 20% off!”).

 

Production Options for Small Businesses

  • Work with a Local Agency – They’ll handle everything, from scripting to filming and editing.
  • DIY Approach – Use a high-quality camera, good lighting, and professional editing software.
  • Freelancers – Videographers and editors can help you produce a polished commercial at a lower cost.

If budget is a concern, user-generated content and behind-the-scenes footage can also work well in streaming ads.

 

Buying TV Ad Space: How It Works

Traditional TV Ad Buying

  • You’ll work with local networks in LA to purchase ad slots.
  • Pricing varies based on time of day, channel, and audience size.
  • Ideal for businesses targeting a general audience.

 

Programmatic TV Buying (Streaming & CTV Ads)

  • Uses AI-driven tools to place your ad in front of the right audience.
  • Works on a cost-per-thousand-impressions (CPM) basis, so you only pay for views.
  • More flexibility in adjusting targeting and budgets in real time.

Streaming ads offer greater control, better audience targeting, and higher ROI, making them the best option for small businesses.

 

Measuring Success and Optimizing Your TV Ad Campaign

The key to maximizing your investment is tracking performance. Here’s what to measure:

  • Impressions & Reach – How many people saw your ad?
  • Engagement & Clicks – Are viewers taking action?
  • Sales & Conversions – Did the ad lead to more website traffic, calls, or in-store visits?

With CTV and streaming ads, you get detailed analytics to track success. If performance is low, adjust your messaging, targeting, or budget accordingly.

 

Best Practices for TV Advertising in Los Angeles

Los Angeles is a competitive market, so keep these tips in mind:

  • Go Local – Highlight L.A.-specific themes, landmarks, or community values.
  • Integrate Digital – Pair TV ads with social media campaigns for a multi-platform strategy.
  • Leverage Reviews – Showcase real customer testimonials in your commercial.
  • Time Your Ads Right – Run ads during key seasonal events, like summer tourism peaks.

 

Conclusion: TV Commercials for Small Businesses

TV advertising is more accessible than ever for small businesses. Whether you go the traditional route or advertise on Connected TV and streaming, the key is to start with a clear strategy, a strong message, and a well-targeted audience.

If you need help getting started, consider working with a Los Angeles-based ad agency like COLAB. We specialize in small business TV advertising and can figure out the right approach that can take your brand to the next level.

Skip to content