One of the most common questions businesses ask is:

How much does TV advertising cost?

The answer depends on several major factors, including:

• Market size

• Time slot (daypart)

• Network or channel

• Audience reach

• Ad length

• Seasonality

• Production costs

TV advertising can range from a few hundred dollars for a small local placement to millions of dollars for a national prime-time event.

This article provides a detailed breakdown of how TV advertising costs work in 2026 — and what influences pricing the most.

The Two Main Cost Categories

When calculating TV advertising expenses, you must separate costs into two categories:

1. Production Costs

The cost to create the commercial.

2. Media Buying Costs (Airtime)

The cost to air the commercial on television.

Both matter, and both vary significantly.

Production Costs: Creating the Commercial

Production costs depend on:

• Scriptwriting

• Casting

• Filming

• Editing

• Animation

• Voiceover

• Music licensing

• Graphics

Typical ranges:

• Basic local commercial: $2,000–$10,000

• Professional regional ad: $10,000–$50,000

• High-end national campaign: $100,000+

Some large brands invest far more for cinematic-quality commercials.

However, smaller businesses can produce effective ads with modest budgets.

Media Buying Costs: The Airtime

The majority of TV advertising expenses come from airtime purchases.

Airtime costs are influenced by three primary factors:

1. Market size

2. Time slot

3. Network or channel

Let’s break these down.

Factor #1: Market Size

The size of the city or region where the ad airs significantly impacts pricing.

TV markets are ranked by population and viewership.

For example:

• Large markets: New York, Los Angeles, Chicago

• Mid-sized markets: Denver, Minneapolis, Tampa

• Small markets: Regional cities and rural areas

In large markets, demand is high — which drives up prices.

A 30-second ad in a major metropolitan area can cost thousands of dollars per airing.

In smaller markets, the same ad might cost a few hundred dollars.

Example Market Cost Differences

Approximate ranges for a 30-second local spot:

• Small market: $200–$1,000 per airing

• Mid-sized market: $1,000–$5,000 per airing

• Major market: $5,000–$50,000+ per airing

National placements can cost much more depending on reach.

Factor #2: Time Slot (Daypart)

The time of day your commercial airs is one of the biggest cost drivers.

Television dayparts include:

• Early morning

• Daytime

• Early fringe

• Prime time

• Late night

Prime time (typically 8pm–11pm) is the most expensive because it attracts the largest audiences.

Late-night and early-morning slots are significantly cheaper.

Prime Time Pricing

Prime time shows on major networks like NBC, CBS, and ABC command premium pricing.

For example:

• A prime-time 30-second spot in a large market can exceed $25,000 per airing.

• National prime-time placements can cost hundreds of thousands per slot.

Major events cost dramatically more.

Special Event Advertising Costs

Some televised events draw massive audiences, increasing ad rates substantially.

Examples include:

• Championship sporting events

• Award shows

• Season finales

The most famous example is the Super Bowl broadcast on FOX or other rotating networks.

Super Bowl 30-second ad spots have historically exceeded $6 million nationally.

These placements are about prestige and massive reach.

Factor #3: Network or Channel

Different channels have different pricing structures.

For example:

• ESPN may charge premium rates during live sports.

• CNN charges based on news programming demand.

• HGTV may be more affordable depending on time slot.

Niche cable channels often cost less than national broadcast networks.

However, they may also have smaller audiences.

Connected TV (CTV) Advertising Costs

Connected TV pricing is structured differently from traditional TV.

Streaming platforms such as:

• Hulu

• Netflix

• Amazon Prime Video

often price ads based on CPM (cost per thousand impressions).

Typical CTV CPM ranges:

• $20–$50 CPM

That means:

If CPM is $30 and you want 100,000 impressions:

100 (thousands) × $30 = $3,000

This model resembles digital advertising pricing.

Cost Per Thousand (CPM) Explained

CPM means cost per 1,000 impressions.

Example:

If a TV spot costs $10,000 and reaches 500,000 viewers:

500,000 ÷ 1,000 = 500
$10,000 ÷ 500 = $20 CPM

CPM helps advertisers compare efficiency across channels.

National vs Local TV Costs

National TV advertising:

• High reach

• High cost

• Ideal for major brands

Local TV advertising:

• Lower cost

• Regional targeting

• Better for small and mid-sized businesses

A local auto dealership can run effective campaigns in regional markets for significantly less than national campaigns.

Seasonal Price Fluctuations

TV advertising costs increase during:

• Holiday shopping season

• Election years (political ads drive demand)

• Major sports seasons

• Back-to-school season

Political campaigns often increase competition for airtime, driving up rates.

Ad Length and Pricing

Commercial length affects cost.

Typical formats:

• 15 seconds

• 30 seconds

• 60 seconds

15-second ads generally cost less than 30-second ads.

However, pricing is not always exactly half.

Longer ads require more budget but allow more storytelling.

Frequency and Budget Impact

One ad airing rarely produces strong results.

Effective TV campaigns require repetition.

For example:

If a 30-second local spot costs $2,000 per airing and you air it 20 times:

$2,000 × 20 = $40,000

Frequency multiplies cost — but also increases effectiveness.

Minimum Budgets for TV Advertising

Typical minimum monthly budgets:

• Small local market: $5,000–$15,000

• Mid-sized market: $20,000–$75,000

• Large metro: $100,000+

• National campaigns: $500,000+

Connected TV allows lower entry points, sometimes starting at $5,000–$10,000.

Is TV Advertising Affordable for Small Businesses?

It depends on:

• Market size

• Campaign goals

• Revenue per customer

• Profit margins

For local service businesses with high customer value, even a modest TV campaign can be profitable.

However, small businesses must plan budgets carefully.

Comparing TV to Digital Advertising Costs

TV advertising:

• Higher upfront investment

• Larger audience reach

• Strong brand building

Digital advertising:

• Lower minimum budgets

• Highly trackable

• Precise targeting

Connected TV bridges the gap by combining TV storytelling with digital-style pricing.

Return on Investment Considerations

TV ROI depends on:

• Audience relevance

• Creative quality

• Offer strength

• Landing page performance

• Frequency

High costs do not automatically mean poor ROI.

Well-targeted TV campaigns can drive significant revenue.

Hidden Costs to Consider

Additional expenses may include:

• Agency fees

• Media buying commissions

• Talent fees

• Licensing costs

• Post-production edits

• Compliance approvals

Always factor in total campaign cost — not just airtime.

Cost-Saving Strategies

Businesses can reduce TV advertising costs by:

• Buying remnant inventory

• Choosing non-prime slots

• Running shorter ad formats

• Focusing on local markets

• Testing connected TV first

• Negotiating package deals

Strategic planning can significantly lower costs.

When TV Advertising Is Worth the Cost

TV advertising makes financial sense when:

• Customer lifetime value is high

• Brand awareness is a priority

• Geographic reach matters

• Competitors are advertising heavily

• Budget allows sustained frequency

TV is rarely effective as a one-time experiment.

Consistency matters.

Final Thoughts

TV advertising costs vary widely based on:

• Market size

• Time slot

• Network selection

• Ad length

• Frequency

• Platform type

Small local campaigns may cost a few thousand dollars.

National prime-time campaigns may cost millions.

Connected TV provides a more flexible entry point, often priced between $20–$50 CPM.

Understanding these cost drivers helps businesses set realistic expectations and build campaigns that align with their goals and budgets.

TV advertising is an investment — and when executed strategically, it can deliver significant brand impact and measurable business growth.