If you’ve ever watched a local news broadcast or a cable program and thought, “How did that business get on TV?” — you’re not alone. Many small business owners assume television advertising is reserved for massive brands with million-dollar budgets. The truth? Getting a commercial on TV is more accessible than ever, and small businesses across the country are proving it every day.
The Short Answer: Yes, Small Businesses Can Get a Commercial on TV
You don’t need a Super Bowl budget to advertise on television. With a variety of placement options — from local cable networks to connected TV (CTV) platforms — small businesses can reach targeted audiences on screens big and small without breaking the bank.
The key is knowing where to start, what it costs, and how to make it work for your goals.
How to Get a Commercial on TV: A Step-by-Step Overview
1. Define Your Goals and Audience
Before you think about production or placement, get clear on what you want your commercial to accomplish. Are you driving foot traffic? Building brand awareness? Promoting a limited-time offer? Who are you trying to reach — local customers, a specific demographic, a regional market?
The answers to these questions will shape every decision that follows.
2. Choose the Right Type of TV Advertising
Not all TV advertising is created equal. Here are your primary options as a small business:
- Local broadcast TV: Ads that air on local affiliates of major networks (ABC, NBC, CBS, FOX). Great for community-level reach.
- Cable TV: Ads placed on cable channels, often with lower rates and more targeted programming environments.
- Streaming/Connected TV (CTV): Ads served on platforms like Hulu, Peacock, Pluto TV, and Roku. These offer precise audience targeting and can be launched with smaller budgets.
- OTT (Over-the-Top) advertising: A subset of streaming that delivers ads to viewers watching content via internet-connected devices.
For most small businesses just getting started, streaming TV advertising and local cable offer the most flexibility and cost-efficiency.
3. Produce Your Commercial
You’ll need a finished video ad. This doesn’t have to be expensive. Options include:
- Hiring a local video production company
- Working with your ad agency or marketing partner to produce the spot
- Using platform-provided creative tools (some streaming platforms offer basic ad builders)
- Repurposing high-quality social video content for TV formats
Most standard TV commercials run 15 or 30 seconds. Keep your message tight, your visuals clean, and your call to action clear.
4. Work with a Media Buyer or Ad Platform
To actually get your commercial on TV, you’ll work through one of two routes:
- Direct buy: Contact a local station or cable provider’s sales team directly to negotiate ad placements.
- Programmatic/platform-based buying: Use a digital ad platform or connected TV network to purchase streaming ad inventory, often with self-serve tools.
Working with a media buyer or marketing agency can help you maximize your budget, negotiate better rates, and ensure your spots are placed in the right programming environments.
5. Set Your Budget and Launch
TV advertising budgets for small businesses can start as low as a few hundred dollars per month on streaming platforms, up to several thousand for local broadcast buys. Define your monthly spend, run your campaign, and track your results.
Common Questions Small Businesses Ask About Getting a TV Commercial
Do I need a professional production company to make a TV commercial?
Not necessarily. While professional production delivers the best results, many small businesses start with streamlined, cost-effective video content. The most important thing is that your ad looks credible, communicates clearly, and meets the technical specs of the platform where it will air.
How long does it take to get a commercial on TV?
Timeline varies by channel. Streaming and CTV campaigns can launch within days. Local broadcast buys may take a few weeks to finalize placement, produce the creative, and get approved.
What makes a TV commercial effective for a small business?
Clarity, authenticity, and a strong call to action. You don’t need cinematic production — you need a message that resonates with your audience and tells them exactly what to do next.
The Bottom Line
Getting a commercial on TV is no longer an exclusive club for Fortune 500 brands. Small businesses that know how to navigate the landscape — choosing the right format, managing production smartly, and placing ads strategically — can build real brand presence on television.
Whether you’re targeting your local market on cable or reaching cord-cutters through streaming platforms, TV advertising is a powerful channel worth exploring. And with the right marketing partner, it’s more achievable than you might think.
Ready to explore TV advertising for your business? PPL Labs helps brands of all sizes create and place compelling commercials across broadcast, cable, and streaming platforms.