If you’ve decided that television advertising aligns with your business goals, the next logical question is:

How do I actually advertise on TV?

TV advertising may seem complex from the outside, but when broken down into structured steps, the process becomes manageable and strategic.

In 2026, businesses can advertise through traditional broadcast, cable networks, and connected TV (CTV) streaming platforms. Each path follows a similar foundational process — with differences in targeting and buying methods.

This guide walks you through the entire process step by step.

Step 1: Define Your Objective

Before contacting any TV network or agency, clarify your goal.

TV advertising works best when you know exactly what you want to achieve.

Common objectives include:

• Brand awareness

• Product launch

• Seasonal promotion

• Local market dominance

• Event marketing

• Direct response (calls, website visits, sales)

For example:

• A car dealership may want increased showroom visits.

• A healthcare provider may want appointment bookings.

• A retail chain may want foot traffic during holiday season.

Your objective determines targeting, creative, and scheduling decisions.

Step 2: Define Your Target Audience

Television advertising is not just about broad exposure — it’s about reaching the right viewers.

Consider:

• Age range

• Gender

• Income level

• Interests

• Geographic area

• Viewing habits

For example:

• Sports brands may advertise on ESPN.

• Home renovation companies may choose HGTV.

• News-focused businesses may advertise during programming on CNN.

Matching audience demographics to programming is critical for effectiveness.

Step 3: Determine Your Budget

TV advertising requires a clear financial plan.

Your budget must account for:

1. Production costs

2. Airtime (media buying)

3. Agency fees (if applicable)

Small local campaigns may start around $5,000–$15,000 in total budget.

Regional campaigns often range from $20,000–$100,000+.

National campaigns can reach hundreds of thousands or millions depending on reach.

Connected TV platforms such as Hulu or YouTube TV sometimes allow lower entry budgets compared to national broadcast.

Step 4: Choose the Type of TV Advertising

You must decide which format best fits your strategy.

Option 1: Local Broadcast TV

Advertise through local affiliates of major networks like:

• NBC

• CBS

• ABC

• FOX

Best for:

• Local businesses

• Regional campaigns

Option 2: Cable TV

Cable channels provide niche audience targeting.

Often more affordable than major broadcast networks.

Option 3: Connected TV (CTV)

Streaming platforms allow digital-style targeting and measurable performance.

Best for:

• Data-driven campaigns

• Geographic precision

• Audience segmentation

• Cross-device tracking

Many businesses in 2026 begin with CTV before expanding to traditional broadcast.

Step 5: Develop Your Creative Concept

The commercial itself determines much of your success.

A strong TV ad typically includes:

1. A compelling hook (first 3–5 seconds)

2. Clear messaging

3. Benefits or differentiation

4. Visual storytelling

5. Strong call to action

6. Brand reinforcement

Common ad lengths:

• 15 seconds

• 30 seconds (most common)

• 60 seconds

The first few seconds are crucial. Viewers decide quickly whether to pay attention.

Step 6: Produce the Commercial

You can produce your commercial by:

• Hiring a production agency

• Working with freelance videographers

• Partnering with the TV station’s in-house team

• Using animation or motion graphics

Production quality influences credibility.

However, authenticity and clarity matter more than cinematic effects for many local campaigns.

Step 7: Contact the Network or Media Buyer

There are two primary ways to purchase TV advertising:

Option 1: Direct Purchase from Stations

Contact local station advertising sales departments directly.

They will:

• Provide rate cards

• Share audience data

• Recommend time slots

• Offer package deals

Option 2: Work with a Media Buying Agency

Agencies:

• Negotiate pricing

• Plan schedules

• Analyze ratings

• Optimize placements

• Manage reporting

Agencies are especially useful for regional or national campaigns.

Step 8: Select Time Slots (Dayparts)

TV advertising costs vary by time of day.

Common dayparts:

• Early morning

• Daytime

• Early fringe

• Prime time

• Late night

Prime time (typically 8pm–11pm) is most expensive due to high viewership.

Your decision depends on:

• Budget

• Audience habits

• Campaign objectives

A local service business may perform well in early evening news segments rather than prime-time dramas.

Step 9: Decide on Campaign Duration

TV advertising is rarely effective as a one-time airing.

You must plan:

• How many weeks the campaign will run

• How frequently ads will air

• Whether scheduling will be continuous or in “flights”

Flighting example:

• 4 weeks on

• 2 weeks off

• Repeat

Consistency increases effectiveness.

Step 10: Launch the Campaign

Once:

• Commercial is produced

• Airtime is purchased

• Schedule is approved

The campaign goes live.

Ads appear during commercial breaks within selected programs.

Step 11: Track Performance

TV advertising measurement depends on platform type.

Traditional TV relies on ratings data from organizations like Nielsen.

Connected TV provides more detailed metrics such as:

• Impressions

• Completion rates

• Geographic data

• Website visits

• Conversion tracking

You can also monitor:

• Branded search volume

• Direct website traffic spikes

• Call volume increases

• Promo code usage

Tracking is essential for evaluating ROI.

Step 12: Optimize and Adjust

TV campaigns can be optimized by:

• Adjusting time slots

• Increasing high-performing placements

• Testing new creative

• Changing call to action

• Reallocating budget

Connected TV allows faster optimization than traditional broadcast.

Should You Start with Local or Streaming?

If you are new to TV advertising, consider starting with:

• Local broadcast (if geographically focused)

• Connected TV for measurable targeting

Connected TV often provides:

• Lower entry costs

• Digital-style targeting

• Clear performance metrics

This reduces risk for first-time advertisers.

How Long Does It Take to See Results?

TV advertising typically produces:

• Immediate awareness

• Short-term traffic increases

• Gradual brand lift

• Long-term revenue impact

Direct response campaigns may show quicker measurable outcomes.

Brand campaigns build impact over time.

Common Beginner Mistakes

Avoid these common errors:

• Running too few airings

• Weak or unclear messaging

• No clear call to action

• Ignoring follow-up digital strategy

• Failing to track performance

• Choosing time slots based solely on cost

Strategic planning matters more than simply being on TV.

Integrating TV with Digital Marketing

TV advertising works best when paired with:

• Search engine marketing

• Social media ads

• Retargeting campaigns

• Email marketing

TV creates awareness.

Digital channels convert that awareness into action.

Many viewers will see your ad and then search for your brand online.

Make sure your digital presence is ready.

Is TV Advertising Complicated?

It can seem complex at first.

However, when broken into clear steps, the process becomes manageable:

1. Set goals

2. Define audience

3. Determine budget

4. Choose platform

5. Produce ad

6. Buy airtime

7. Schedule strategically

8. Track and optimize

With proper planning, TV advertising becomes structured rather than overwhelming.

Final Thoughts

Advertising on TV involves more than simply creating a commercial.

It requires:

• Strategic goal setting

• Audience targeting

• Budget planning

• Creative development

• Media buying

• Performance monitoring

In 2026, businesses have more options than ever — from traditional broadcast networks like NBC to streaming platforms like Hulu.

TV advertising remains a powerful tool for building awareness, credibility, and long-term growth.

With the right preparation and execution, even first-time advertisers can successfully launch and manage a television advertising campaign.