Dear Reader,
The 5 Truths about Television in Your Media Mix
Here are 5 truths you must know before you start advertising with Television.
#1 – Highest Impact, Highest Barriers
“Doing TV well is really hard… and it’s never, ever, ever quick or cheap.”
TV has the power to move people like nothing else. But don’t kid yourself — it’s not simple, and it’s not cheap. Think of it like making a movie. You need months of planning, the right people in the room, and enough money to actually do it right. Skip those steps, and TV will fail you every time.
#2 – How to Buy TV That Works
“We only buy news and sporting events… The DVR is your enemy.”
If folks can skip your ad, they will. That’s why live programming is where the smart money goes. Local news and sports are still watched in real time. Repetition there — five, six, seven times a week — builds a name people actually remember. Scatter yourself thin across random shows, and your dollars vanish into the wind.
#3 – Cost Depends on Viewership, Not Your Company Size
“The number of viewers dictates the cost of the ad.”
TV isn’t reserved for the giants. Cost isn’t about how big your company is — it’s about how many people are watching. In some small markets, you can grab a spot for twenty or thirty bucks. That’s less than you’re probably paying for a single online click. So before you write off TV as “too expensive,” run the math in your own city. You might be surprised.
#4 – Show, Don’t Tell: TV vs. Radio Storytelling
“Anything you can say in a 60-second radio ad, you can put in a 30-second TV ad.”
Radio makes you explain everything. TV lets you show it. A logo in the corner. Text across the bottom. B-roll that paints the picture while the voice keeps moving. Layer upon layer. That’s why thirty seconds of good TV can do the work of sixty seconds of radio. Just remember: the world you build on screen has to be believable every single time. If it doesn’t feel true, people won’t buy it.
#5 – When TV Isn’t the Right Tool (and Why Courage Matters)
TV isn’t built for impulse buys or bargain hunting. National chains can pull it off because they’re spreading the cost across thousands of locations. Local businesses can’t. And please — don’t try to plug a slow week with a last-minute TV blitz. That doesn’t come across as clever. It comes across as desperate.
And here’s the part most folks don’t want to hear: persuasion takes guts. If nobody ever pushes back on your ad, you didn’t move anyone.
If you’re considering TV, run these 5 truths first. They’ll tell you whether it belongs in your media mix — or if you’re better off walking away.
Want help building your brand the right way? I’m here for you.
In This Episode, You'll Learn:
- TV’s unmatched emotional impact — and why the barriers to entry are real
- How to buy TV that works: news & sports, repetition, and beating the DVR
- Cost reality: ad price follows audience size (yes, small-town spots can be cheap)
- TV vs. Radio storytelling: show > tell, world‑building, and why 30s TV can equal 60s radio
- When TV is the wrong tool — and why great ads attract backlash
Episode Chapters & Summary
Highest Impact, Highest Barriers
“Doing TV well is really hard… and it's never, ever, ever quick or cheap.”
Roy explains that television has enormous persuasive power but demands serious planning, time, talent, and budget. Unlike social media's spontaneity, effective TV requires careful pre‑production, seasonal logistics, and months‑ahead scheduling. If you can't commit to that diligence, TV will underperform.
Key Takeaways:
- TV can create deep emotional impact when done right.
- Production and planning windows are long (treat it like making a movie).
- If you lack time, talent, or budget, choose a different medium.
How to Buy TV That Works
“We only buy news and sporting events… The DVR is your enemy.”
To overcome ad‑skipping, focus buys where viewers watch live: local news and sports. Nightly news can deliver affordable repetition (5–7 spots a week) to the same audience. Remember: on TV viewers are loyal to shows, not stations; after each show the audience scatters, so plan frequency intentionally.
Key Takeaways:
- Prioritize live programming (news, sports) to avoid DVR skips.
- Use nightly news for steady, repeated exposure.
- Account for audience 'scatter' between shows when planning frequency.
Cost Depends on Viewership, Not Your Company Size
“The number of viewers dictates the cost of the ad.”
Generalizations like “TV is only for $10M+ companies” are wrong. Pricing is driven by market size and program audience, so in smaller markets, effective TV can be surprisingly affordable — sometimes $20–$30 per spot. Great creative always matters, but the market and your buyer determine price.
Key Takeaways:
- Audience size sets spot cost; markets vary widely.
- Small markets can make TV accessible for local brands.
- Never rely on outdated 'rules of thumb'—run the numbers for your city.
Show, Don't Tell: TV vs. Radio Storytelling
“Anything you can say in a 62‑second radio ad, you can put in a 32‑second TV ad.”
TV stacks layers—voice, on‑screen text, B‑roll, graphics—so you can show what radio must describe. That efficiency lets a tight 30 deliver the meaning of a longer radio spot. But strong TV requires consistent 'world‑building' rules so the brand's on‑screen reality feels true.
Key Takeaways:
- Use visuals, screen text, and B‑roll to compress the message.
- Design a coherent on‑screen 'world' and stick to its rules.
- Write TV as TV—not as a radio script with pictures.
When TV Isn't the Right Tool (and Why Courage Matters)
“Most ads are not written to persuade. They're written not to offend.”
TV rarely fits low‑price, short‑cycle impulse items (unless you're a national brand). Don't try to 'fix' a slow week or unusual weather with a last‑minute TV blitz—it erodes credibility. Finally, persuasive work polarizes: if you never get pushback, your ad probably didn't move anyone.
Key Takeaways:
- Skip TV for low‑ticket, short‑cycle categories (locals should use other channels).
- TV is a brand‑building play, not a same‑day sales lever.
- Aim to persuade—even if that means some backlash.
