How Small Businesses Can Get a Commercial on TV for Less

TV advertising used to be the exclusive domain of big brands with even bigger budgets. Today, small businesses can also tap into the power of national media exposure—without spending a fortune. If you’ve ever wondered how to get a commercial on TV, this guide walks you through budget-friendly strategies to get your brand on air and into living rooms across the country.

I. Why TV Commercials Still Matter

Despite the rise of digital marketing, TV advertising remains a potent channel, especially for brand credibility and mass reach. According to Nielsen, TV still reaches over 90% of adults in the U.S. weekly. For small businesses, this offers a unique opportunity to appear alongside major players and boost legitimacy in the eyes of potential customers.

II. What “National Media Spots” Really Meal

A “national media spot” doesn’t always mean a Super Bowl commercial. National spots can include placements on cable networks, syndicated programs, or even regional channels with national reach. Some networks offer remnant inventory (unsold airtime) that can be purchased at a steep discount—making it possible for small businesses to afford national exposure.

III. Step-by-Step: How to Get a Commercial on TV

1. Define Your Audience and Message

Before filming anything, clarify who you’re targeting. National TV buys make more sense if you’re targeting a broad or nationwide audience. Align your messaging with the needs, pain points, and lifestyle of your ideal customer.

2. Set a Realistic Budget

You don’t need six figures. Many small businesses start with $10,000–$25,000 for production and air time combined. Consider splitting costs with partners or running co-branded content.

3. Create a Commercial That Converts

High-quality doesn’t always mean high-cost. Use freelance production crews, student filmmakers, or DIY tools like Promo or Animoto. Keep the message simple, the visuals clean, and include a strong call to action.

4. Use Media Buying Agencies Specializing in SMBs

Some agencies specialize in getting small businesses onto TV affordably. They buy remnant or unsold ad inventory and can help you appear on networks like HGTV, Food Network, or CNN at a fraction of standard rates.

Look for media buyers with access to:

• National cable buys
• Programmatic TV platforms
• Syndicated network slots

5. Explore Programmatic TV Advertising

Platforms like Simulmedia and Tatari use data to buy national TV ad slots programmatically. This approach lets small businesses advertise like big brands—with smart targeting and lower costs.

IV. National vs. Local TV: When to Choose Each

While national media spots offer broad exposure, local TV might make more sense if you serve a specific geographic area. However, many cable providers offer “zone buying,” allowing you to target national networks but in select markets only—blending the benefits of both.

V. Affordable Production Tips

Here’s how to get your commercial ready without blowing the budget:

• Use stock footage and voiceovers.
• Hire freelance editors and producers on platforms like Fiverr or Upwork.
• Keep it short (15–30 seconds).
• Repurpose your video for social media and YouTube ads.

VI. Measuring ROI and Performance

Getting a TV commercial on air is only half the battle. Use custom URLs, unique promo codes, or dedicated phone lines to track response. Combine TV campaigns with digital efforts for retargeting and improved attribution.

VII. Common Mistakes to Avoid

• Skipping audience research. Don’t assume everyone will want your product.
• Overproducing. Focus on clarity and authenticity, not Hollywood polish.
• Buying the wrong airtime. A national spot during a niche show that doesn’t fit your market is a waste of money.
• Not optimizing for a response. Always include a website, phone number, or action viewers can take.

FAQ

1. How much does it really cost to get a commercial on TV?
   Costs can range from $1,000 for local ads to $50,000 for national airtime and production. Using remnant inventory and DIY production can reduce this significantly.
2. Can a commercial on TV work for online-only businesses?
   Yes. TV ads can drive significant traffic to websites and landing pages, especially if you include a strong call to action.
3. Is TV advertising outdated?
   Not at all. It remains a credible, high-trust medium, especially when paired with digital campaigns.
4. How do I get my ad on national TV without going through an agency?
   You can approach networks directly, use programmatic TV platforms, or access remnant inventory through online marketplaces like WideOrbit.
5. Can I reuse my commercial on other platforms?
   Absolutely. A 30-second spot can be adapted for YouTube ads, social media, and streaming platforms like Hulu.

Knowing how to get a commercial on TV as a small business isn’t just possible—it’s practical and increasingly affordable. With the right planning, partnerships, and platforms, you can secure national media spots that elevate your brand and expand your reach. Stay focused on your message, use data-driven targeting, and keep your costs lean to get the most out of your investment.