🚀 Ignite your growth: Discover 30+ new tools to get ahead in our new Ecwid Igniter. Learn more →
Everything you need to sell online

Set up an online store in minutes to sell on a website, social media, or marketplaces.

New Ecwid Tools You Might’ve Missed

TV Advertising: A Comprehensive Guide to Advertising on TV

8 min read

TVs have been an essential part of most homes for many years, and the modern age of content has made that even truer. They are used for our favorite shows, news updates, video games, education, and more.

Of course, the other primary use of TV is advertising. Despite digital advertising being at the top, TV advertising is still a vital part of numerous businesses’ marketing strategies.

Let’s take a closer look.

How to sell online
Tips from e-commerce experts for small business owners and aspiring entrepreneurs.
Please enter a valid email address

The Goal of TV Ads

Of course, just like any other type of ad, the goal of TV ads is to promote or sell a product or service. The frequency and reach of TV ads make them one of the most effective forms of advertisement.

U.S. daily TV consumption by age 2022

According to research, U.S. viewers watch an average of 3 hours of TV daily

However, this number does vary depending on the age group, with adults 65 and older watching 4 hours per day on average. This offers ample time and opportunity for advertisers to gain exposure.

TV Advertisement Types

There can be a few different ways that businesses advertise on TV, but the most common is through commercials. Throughout programs, there will be ad breaks to display commercials, as well as between other programs starting. Average commercials are around 15-60 seconds.

Of course, viewers are not exactly thrilled about commercial breaks, but this is how TV networks generate a significant portion of their income.

Other types of TV ads include:

  • TV commercials: As discussed above, these are breaks in the programming to show advertisements. TV commercials can be further broken down into their own types, such as testimonials, promotional, celebrity endorsements, problem solvers, and many more.
  • Bumper ads: Bumper ads are short ad clips commonly shown before or after commercial breaks. They are typically around 5-10 seconds long and deliver a quick brand tagline or message.
  • Product placement: This is when a show or movie will feature a product or service prominently. Some examples of this are characters using an iPhone or showing a Coke can up close.
  • Overlay: Overlay ads are short banners that show or scroll on the bottom of the screen. These are used to promote upcoming shows, events, and sometimes products during live TV.

The above are not the only types of ads seen on TV, but they are the most common.

Other types include infomercials, sponsorships, interactive ads, call-to-action spots, and multi-spot campaigns.

What Makes a Great TV Ad?

Now that we understand how tv advertisement works, let’s uncover the keys to success in the dynamic realm of TV commercials. Let’s dive right in!

  • Clear message: The advertisement should have an easy-to-understand and reminder message that is strong and clear. When endorsing a brand, product, or service, the message needs to be conveyed clearly.
  • Emotional appeal: Whether it’s humor, nostalgia, empathy, or excitement, many well-received TV commercials arouse the viewers’ emotions. An emotional connection with the audience can help establish a lasting impression of the advertisement.
  • Relevance: A great television advertisement should speak to the interests, needs, and values of its target audience.
  • Strategic positioning and channel are key: Choose your media channel wisely. Even the most outstanding TV ad will miss its mark if it doesn’t reach the intended audience. Placing the ad in the right channels or during pertinent programs or events and targeting specific demographics can greatly amplify its reach and influence.
  • Creativity: Originality and inventiveness have the power to set an advertisement apart from the competition. Distinctive ideas, inventive narrative techniques, and surprising turns have the power to captivate audiences and create a lasting impact.

Channels of Advertising on TV

There are two types of TV that businesses can advertise on.

Linear TV advertising

Linear TV advertising is the traditional type that most people think of. This is where content is on a programmed schedule and has a “prime time,” which is when most people watch their TVs. Technically, linear TV can also be subdivided into cable TV, satellite TV, and “over-the-air.”

However, all of these include a program of shows, so the advertising on TV remains the same.

Streaming TV advertising

The modern age has introduced streaming TV, which comes with its own form of advertising as well.

This content is delivered in an on-demand format that allows viewers to choose when and where they watch.

Streaming TV is also called Connected TV (CTV) or Over-the-Top (OTT). Streaming services typically have tiered subscription packages, with ads being present in the least expensive ones. The ads are often shown before a show plays and in between episodes.

TV Advertisement Strategies

Now, here’s the kicker! To maximize the effectiveness of TV advertisements, advertisers employ various strategies tailored to capture viewers’ attention, evoke emotions, and ultimately drive consumer action.

By understanding these strategies and how they are implemented, advertisers can craft compelling TV campaigns that resonate with viewers and yield impactful results.

  • Emotional appeal: Numerous TV commercials employ emotional storytelling to stir sentiments such as joy, fond memories, or empathy. By establishing an emotional connection with viewers, these ads strive to foster a positive link between the product and the desired emotional states.
  • Demonstrations and testimonials: Certain advertisements exhibit the product in action or present testimonials from satisfied customers. Witnessing the product’s successful use can persuade viewers of its advantages and spur them to consider a purchase.
  • Celebrity endorsements: Companies frequently enlist celebrities or renowned personalities to endorse their products in TV commercials. Viewers might be swayed by the perceived credibility or allure of the celebrity, leading them to associate the product with success or desirability.
  • Persuasive messaging: TV ads employ compelling language and imagery to showcase the product’s distinctive features, benefits, or value propositions. By accentuating what distinguishes the product from competitors, these ads aim to convince viewers of its worthiness.
  • Repetition and frequency: TV commercials are frequently broadcast multiple times during popular programs or time slots to amplify exposure and reinforce the message. The recurrent exposure to the product can bolster brand recognition and influence viewers’ purchasing decisions over time.

What is the TV Advertising Cost

There are likely those wondering: how much does it cost to advertise on TV?

Well, there is no concrete answer to this question, as it can vary. The TV advertising cost can vary based on the ad length, air time, and which type of TV you want to advertise on.

Let’s take a look at some of the few factors that play a role.

  • Ad length: The basics of this are the longer the ad, the more it will cost to air it.
  • Air time: Ads during prime time or live events will be significantly more costly than other air times.
  • Type of TV: Linear TV ads often require a significant upfront cost to air an ad. Connected TV typically offers a month-to-month commitment and can be spread across different campaigns. Other streaming platforms will also allow ad purchases based on the amount of views.
  • Network/Channel: The network/channel you want to advertise can have varying rates for their ad space.

Outside of these varying rates, there are other costs to consider as well, such as production, editing, and the time of year.

Here is a breakdown of average costs for a 30-second TV commercial:

  • Local TV advertising: $5-10 per 1,000 views
  • National TV: $115,000
  • YouTube ads: $10-30 per 1,000 views
  • Hulu: $20-40 per 1,000 views

There are many other streaming platforms aside from the above that can vary in their costs as well, including Netflix, Amazon Prime, and more.

Creating an Ad for TV

Before you advertise, you need to create an ad, which can be done in several ways.

A business or advertiser can produce their own commercial or work with a production or advertisement agency. If the business is inexperienced in content creation, it may be a good idea to seek professional help to create an ad. After all, they will be spending money to show their ad, so it should be a high-quality piece of content for the best results.

Then, there is the matter of how to advertise on TV.

After producing the content, it needs a slot on a TV channel or streaming service. A spot-on linear TV is often obtained through an ad agency or media firm. For connected TV, businesses can go through an agency or contact the provider themselves.

TV Advertisements Examples

Here comes the surprise, or at least our favorite part! We’ve saved the best for last as we take a few minutes to journey through a collection of some of the most memorable, impactful, and innovative TV ads of recent times. Let’s have some fun as we uncover the brilliance behind these iconic TV ad campaigns.

  • Coca-Cola — “Hilltop”: Coca-Cola’s “I’d Like to Buy the World a Coke” commercial from the 1970s is a classic example of a feel-good ad promoting unity and harmony. (Watch the video)
  • Old Spice — “The Man Your Man Could Smell Like”: This humorous and irreverent ad featuring Isaiah Mustafa quickly became a viral sensation, revitalizing the Old Spice brand. (Watch the video)
  • Dove — “Real Beauty Sketches”: Dove’s campaign challenging beauty standards featured a powerful ad where women describe themselves to a forensic sketch artist, highlighting self-perception versus external perception. (Watch the video)
  • Amazon — “Alexa Loses Her Voice”: Amazon’s Super Bowl commercial humorously imagines what would happen if Alexa lost her voice, featuring celebrity replacements like Gordon Ramsay and Cardi B. (Watch the video)
  • Budweiser — “Whassup?”: Budweiser’s “Whassup?” commercial from the early 2000s became a cultural catchphrase, featuring friends greeting each other over the phone with the famous phrase. (Watch the video)

Regardless of which one was your favorite, from heartwarming narratives that tug at the heartstrings to witty campaigns that tickle our funny bones, television commercials have the power to captivate audiences in mere seconds.

There is a whole world in which brands compete to leave their mark and impact on consumers, and we hope to have tapped into a significant portion of the key takeaways and main points to help you succeed.

Launch Your Ecommerce Business Today

Ecwid is here to help anyone looking to launch a brand new ecommerce store or branch out to a new platform.

Our selling platform can be integrated into numerous other platforms, including Instagram, Facebook, Amazon, your own website, and more. This gives you a one-stop dashboard to see your business across all platforms.


Table of contents

Sell online

With Ecwid Ecommerce, you can easily sell anywhere, to anyone — across the internet and around the world.

About the author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

Ecommerce that has your back

So simple to use – even my most technophobic clients can manage. Easy to install, quick to set up. Light years ahead of other shop plugins.
I’m so impressed I’ve recommended it to my website clients and am now using it for my own store along with four others for which I webmaster. Beautiful coding, excellent top-notch support, great documentation, fantastic how-to videos. Thank you so much Ecwid, you rock!
I’ve used Ecwid and I love the platform itself. Everything is so simplified it’s insane. I love how you have different options to choose shipping carriers, to be able to put in so many different variants. It’s a pretty open e-commerce gateway.
Easy to use, affordable (and a free option if starting off). Looks professional, many templates to select from. The App is my favorite feature as I can manage my store right from my phone. Highly recommended 👌👍
I like that Ecwid was easy to start and to use. Even for a person like me, without any technical background. Very well written help articles. And the support team is the best for my opinion.
For everything it has to offer, ECWID is incredibly easy to set up. Highly recommend! I did a lot of research and tried about 3 other competitors. Just try ECWID and you'll be online in no time.

Your ecommerce dreams start here

By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Your Privacy

When you visit any website, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences or your device and is mostly used to make the site work as you expect it to. The information does not usually directly identify you, but it can give you a more personalized web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer. More information

More information

Strictly Necessary Cookies (Always active)
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work. These cookies do not store any personally identifiable information.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third-party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Performance Cookies
These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.