Most small businesses assume TV is out of reach. Here’s what “affordable” really means, what drives cost, and when TV is genuinely worth it — plus the practical checks to avoid a schedule that’s too light to work.
Quick take
- The question isn’t “can we afford TV?” — it’s can we afford enough TV to be noticed in the markets we actually sell in.
- TV is worth it when you need reach, trust and demand creation — and you pair it with search + landing pages so interest turns into enquiries.
- TV isn’t worth it (yet) when you’re forced into a schedule that’s too light, or your conversion engine can’t handle demand.
- TV doesn’t replace performance marketing. It makes performance marketing work harder.
Why small businesses think TV isn’t affordable
- It’s a common belief because people picture national prime-time TV, TV buying feels opaque, and small businesses are used to digital where you can start small and tweak daily.
The reality: TV can be planned to match your trading area, your growth goal, and your ability to convert demand.
What “affordable TV” actually means (plain English)
For small business, “affordable” doesn’t mean “cheap”. It means:
- You can run with enough weight to be noticed (not a token presence)
- You can run for long enough to learn (so you’re not guessing)
- You can still fund the things that make TV work: landing pages, search coverage and follow-up.
If you can’t do those three, TV will feel unaffordable because you’ll spend money without seeing momentum.
What drives TV cost (without the jargon)
- Market size (metro vs regional)
- Bigger markets generally cost more to reach. Many small businesses get better value by starting where they already sell, then expanding market-by-market once the message is working.
- Audience demand (how competitive your category is). If lots of advertisers want the same audience at the same time, prices rise. A good plan balances the audience you need, the environments that make sense, and the schedule that fits your budget.
- Time of day and programme environment. Not all TV is prime time. A smart schedule can use shoulder times, specific programme environments, and a mix of placements to build reach and frequency efficiently.
- Spot length and creative approach. Shorter formats can help you stretch weight, but only if the message stays clear.
Rule of thumb: clarity beats cleverness. If the offer and next step aren’t obvious, no schedule will save it.
- Trading area fit. If you only sell in certain areas, paying for broad coverage you can’t service is wasted.
A good agency should be able to explain simply where you should advertise, where you shouldn’t, and why.
The smart ways in for small business TV
If TV feels out of reach, these are practical entry points:
- Start with one market (then expand)
- Run a realistic test (not a token test)
- Pair TV with BVOD to control reach and frequency
- Protect the moment with search coverage
When TV advertising is worth it for small business
- TV is usually worth it when:
- You need to create demand (not just capture it)
- You can run with enough weight to be noticed
- Your offer is clear and easy to act on
- You have the conversion engine to handle demand
- Your category benefits from trust and legitimacy
When TV advertising is not worth it (yet)
TV is usually not worth it when:
- You need every dollar to be directly attributable
- You can’t afford the minimum viable weight
- Your creative is trying to say everything
- You don’t have tracking basics in place
What to ask your agency before you commit
- What’s the minimum viable weight for our market?
How will you choose programmes/placements and why?
- What will we measure monthly?
- How will TV integrate with search and landing pages?
- What is media spend vs agency services (and is buying management fee free / no additional management fee where applicable)?
FAQ
Is TV actually affordable for small business?
It can be — if the plan matches your trading area and you can run with enough weight to be noticed. The wrong plan (too broad, too light) makes TV feel unaffordable.
How long does TV take to work?
TV often needs enough time to build memory and demand. Ask for a plan that’s realistic for your category and market, not a token test.
Can TV work for lead generation?
Yes — especially when paired with search, landing pages and fast follow-up. Measure uplift signals, not just last-click.
Next step
If you want a 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.
If you want to assess whether TV/BVOD makes sense for your category and budget — and what minimum viable weight looks like — get in touch.