How to Afford TV Advertising

Anyone can afford to buy an effective schedule on TV.

Let me explain. TV is most effective when you narrow your buy to dominate a single station. And if you can't afford to buy the station, own a daypart, say Monday through Friday 6AM to 9AM.

Or you can own a single day on a single station, like Wednesday from 6AM to 3PM.

And at the very least, you can own a single program on a single station. But whatever you do, carve our a piece of TV real estate and make it your own. This will give you the frequency you need to cut through the clutter and move your audience to action.

As I have always said, frequency is far more important than reach, and it's better to be an inch wide and a mile deep in your buy, vs. a mile wide and an inch deep.

Another way of saying it is you are better off moving 10% of the market 100% of the way to a sale, than 100% of the market only 10% of the way.

I have also had very good success with dominating and concentrating my buy on smaller and independent stations using the same rule of frequency vs. reach. It's not so much the size of the station reach as it is how you schedule the buy.