Scheduling tips for television advertisements

While you may wish to advertise in the cheaper time slots, it is important that your advertisement is shown at a time that will maximize your chances for new sales. Airing your ad at 4am may save you 50%, however, if you there is zero return on investments than you are just wasting money. It is better to spend more for a time slot that you know will reach your intended audience.

You should also know what TV shows will be shown during your time slot and whether the show’s demographics match your own. Are your primary customers male or female? How old are they? What is their annual income? These are the things you should know about your business AND of those who will be seeing your commercial.

There are websites that freely provide the ratings and demographics of TV shows.  Try www.spottedratings.com, tvbythenumbers.com and www.nielson.com for information on TV shows.

There are three different types of spots you can request that can stretch your dollar, Direct Response, 0-24 and Overnight:

  1. Direct Response: Direct Response ads are often given particular slot times that are cheaper than other slot times. The TV station will probably request that the ad contains a phone number or email address where you can be reached.
  2. 0-24 Spots: This slot request insures that your ad is aired on specific dates but at random times over the course of 24 hours.
  3. Overnight: Overnight slots are ads that are played from midnight to 6 a.m.

Of course, just because you may get a better deal does not mean you should have your ads only played during overnight hours. You really need to do what’s best for your ad and your business. A better idea is to negotiate the rates for your preferred slot times and then see if you can have any 0-24 spots or overnights thrown in as well.

Maintain consistency and frequency in your TV ad campaign:

If you find that you obtained a time-slot for your ad that targets your audience, you should continue to advertise in that time. Although you may want to start running your advertisement in different time slots, they may not reach your target audience as well. Further, studies have shown that the greatest predictor of advertising success is frequency. The more your target market views your ad the more likely they will purchase your product! As such, you should use the same voice over, logo and music in all of your ads. You want the customer to know what you’re selling before your commercial even says it!