TV advertising cost isn’t one number. It depends on your markets, audience, timing, spot length and how much weight you need to be noticed. This guide gives you a plain-English framework to estimate what you’ll need — without guessy price ranges.
Quick take
- TV cost is driven by market, audience, daypart, programme environment, spot length and required weight.
- The biggest mistake small businesses make is buying TV that’s too light to be noticed.
- When comparing proposals, ask for a clear split between media spend and agency services (and confirm if it’s management fee free / no additional management fee where applicable).
The real question isn’t “How much does TV cost?” It’s “How much TV do we need for this to work?”
Why TV pricing feels impossible to pin down?
Two businesses can run “TV campaigns” and have completely different costs because they’re buying different things: different markets, different audiences, different time slots, different networks and programmes, and different levels of reach and frequency.
So rather than give you a number that won’t apply to your situation, this guide gives you a framework to estimate what you’ll need — and what to ask for in a plan.
The 8 biggest drivers of TV advertising cost (plain English)
- Market (where you’re advertising)
Metro markets generally price differently to regional markets, and each market has its own supply-and-demand dynamics.
What to ask:
Q: Which markets are recommended and why?
Q: Are we buying metro, regional, or a mix?
- Audience targeting (who you’re trying to reach)
Buying a broad audience is different to buying a tightly defined demographic.
What to ask:
Q: What audience are we buying?
Q: Is the audience definition aligned to our actual customer?
- Daypart and placement (when your ad runs)
Time slots matter because attention and demand vary across the day and week.
What to ask:
Q: What dayparts are included?
Q: Are we prioritising reach, cost efficiency, or response?
- Programme environment (what your ad appears around)
Not all impressions are equal. Context can influence impact.
What to ask:
Q: Are we buying specific programmes, or broader rotations?
Q: What’s the rationale (brand trust, audience fit, efficiency)?
- Spot length and creative format
A 15-second spot is not the same buy as a 30-second spot, and the creative requirements differ too.
What to ask:
Q: What spot lengths are recommended and why?
Q: Do we need cutdowns or multiple versions?
- Weight (how much activity you run)
This is the one most small businesses underestimate. If you don’t run enough weight, you won’t build reach, create memory, or see measurable uplift.
What to ask:
Q: What level of reach and frequency are we aiming for?
Q: What’s the minimum viable weight for our category and markets?
- Timing and seasonality
Costs and availability can shift based on peak retail periods, major events and category seasonality.
What to ask:
Q: Is this a peak period buy?
Q: Are there smarter windows to run?
- The buying method (how the schedule is built)
Different buying approaches can change cost efficiency and control.
What to ask:
Q: How are we building the schedule?
Q: What trade-offs are we making (control vs efficiency)?
The “small business TV budget” framework (no numbers, just logic)
Step 1: Start with your trading area
TV works best when your coverage matches where you can actually sell or service.
Checklist:
- Where do we actually deliver / service / ship?
- Do we need metro, regional, or both?
- Are there priority pockets we should weight up?
Step 2: Define the job TV is doing
TV can do different jobs: reach and trust, demand creation, or response support.
If you want response, make sure you have:
- A clear offer
- A simple landing page
- Search coverage (brand + category)
Step 3: Choose a flighting approach
Common options:
- Burst: short, heavier periods (good for promotions)
- Always-on: consistent presence (good for steady demand)
- Pulse: always-on base with bursts (often best for small business)
Step 4: Set a minimum viable weight
Ask your agency to define:
- The minimum reach you need in your market
- The frequency required for your category
- What “too light” looks like
If they can’t explain minimum viable weight, be cautious.
Step 5: Build measurement around uplift, not perfect attribution
TV rarely shows up as last-click.
Better signals:
- Branded search lift
- Direct traffic lift
- Enquiry volume and quality
- Store visits (where available)
- Market-by-market comparisons
TV vs BVOD: where costs and control differ
Many small businesses ask: “Should we do TV or BVOD?”
A simple way to think about it:
- TV is strong for broad reach and trust
- BVOD can offer more targeting and digital-style measurement
Often, the best answer is a mix — depending on your audience and markets.
What to ask a media agency for (so you can compare proposals)
Ask for a one-page summary that includes:
- Markets included
- Audience definition
- Flighting (when you’ll run)
- Spot length(s)
- Expected reach and frequency (or the closest equivalent)
- What success looks like
- How reporting will work
And commercially: - What is media spend vs agency services?
- Is the service management fee free / no additional management fee (where applicable)?
- What’s included vs excluded (creative, reporting, tracking)?
Common mistakes to avoid
FAQS: TV advertising cost for small business
Why won’t agencies give a simple price?
Because the cost depends on what you’re buying: markets, audience, timing, weight and placement. A single number is usually misleading.
Is TV only for big budgets?
Not necessarily. But TV does require enough weight to be noticed. The key is matching markets and flighting to your trading area and goals.
How do I know if a TV plan is “too light”?
Ask for the minimum viable weight and the expected reach/frequency. If it’s vague, it’s a risk.
What does “management fee free” mean in TV buying?
It means there’s no additional management fee charged for the agreed scope of planning/buying/reporting (where that model applies). Always confirm what’s included.
Next step
If you want a TV plan that’s commercially clear, built for small business, and easy to measure, get in touch and we’ll map the right channels, markets and minimum viable weight — without the jargon.