How to Place a TV Commercial on Local Television
Dan Oshier is a Video Producer, Entrepreneur, and Business Owner
One of the most common questions customers ask me is, "How do you put a commercial on local TV?"
Creating a TV Commercial To create a commercial, you need to shoot it in high enough quality to be accepted by TV stations and cable TV companies. It must be in a professional video format. More importantly, to be successful, the commercial needs to be compelling enough for people to remember it when they're ready to buy what you're selling.
Many small local businesses can't afford to hire a professional crew. Even if they can, having a message that resonates with viewers is crucial. Making an effective TV commercial involves more than just filming your place of business. You have 30 seconds to sell the sizzle and capture the audience's interest.
Many new local TV advertisers believe that viewers will immediately call them after seeing their phone number on TV. However, this rarely happens. People don't easily remember phone numbers in 30 seconds unless the number is presented memorably – either through a jingle, repeated visually, or if it's an easy-to-remember phone number.
Therefore, it's beneficial to complement TV ads with other forms of advertising. Print media, for example, is great for someone looking for a phone number, although it doesn't engage people as TV does.
TV advertising sells sizzle with music, bright colors, and engaging images. Studies show that people remember about three ideas from TV ads. Given your 30-second limit, you need to determine which three ideas those will be, with at least one providing a compelling reason for customers to choose your product or service.
Local TV stations and cable channels often produce commercials for clients. Sometimes these are effective; other times, they are not, because they might look too "local" or fail to capture interest.
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