Throughout 2024, streaming platforms have experienced fluctuating audience shares, highlighting their relentless battle for market dominance. While the final data to crown the ultimate winner will only be available in January 2025, current trends already reveal the key frontrunners.

 reports for January - October 2024, which represent a view of total TV usage by media company, Disney+, which started the year strong, maintained its lead, ending October 2024 with an 11.7% market share. However, competitors like YouTube and NBCUniversal (Peacock) showed consistent growth, narrowing the gap by 10.6% and 9.2%, respectively. These shifts underline the competitive nature of the industry and the importance of adaptive strategies.

Meanwhile, platforms like Paramount+, Netflix, and FOX (Tubi) showcased resilience by leveraging diverse content strategies. Paramount+ climbed steadily from 8.1% in January to 8.7% in October, while Netflix, despite facing increased competition, managed to stabilize at 8.4% by capitalizing on its strong original programming. FOX (Tubi) also grew from 7.6% in April to 8.4% in October, leveraging its free ad-supported model to attract budget-conscious viewers.

Other notable platforms like Amazon Prime Video and Warner Bros. Discovery (Max) maintained steady positions. Amazon achieved 3.6% in October, up slightly from 3.2% in January. Meanwhile, Warner Bros. Discovery (Max) showed a solid 6.7% in October, showcasing the power of a well-curated blockbuster franchise and exclusive content library.

Streaming platforms’ audience share for January 2024

Streaming platforms’ audience share for October 2024

Here are the top 10 streaming services that emerged as winners in 2024, based on audience share data from Nielsen Gauge reports covering the first 10 months of the year.

In December 2024, Disney+ Subscription Plans start from $9.99. 

 consistently led the pack, bolstered by its unrivaled catalog of Disney, Marvel, Pixar, and Star Wars franchises. By investing in exclusive originals and international content, the platform catered to global audiences, solidifying its 11.7% market share by October. Its adaptability to audience demands and focus on family-friendly programming made it a formidable player throughout the year.

 across its Music and Premium services. Data from 

s 10.6% share highlights its unparalleled versatility. From user-generated content to live TV through YouTube Premium, the platform balanced short-form and long-form content expertly. By capitalizing on trends like Shorts and fostering creator partnerships, YouTube remained a go-to for younger and diverse audiences. YouTube consistently held its second position throughout the year, starting at 9.6% in January and steadily climbing.

3. NBCUniversal (Peacock). A Hybrid Model for Growth

 ability to combine live sports, a vast library of NBC hits, and hybrid ad-supported and subscription models helped it grow from 8.8% in May to 9.2% in October. Its partnerships and aggressive licensing deals have positioned it as a strong contender in the competitive streaming landscape.

 demonstrated consistent growth throughout 2024, starting at 8.1% in January and reaching 8.7% by October. By leveraging popular franchises like Star Trek and Yellowstone alongside live sports coverage, Paramount+ catered to both niche and mainstream audiences. Its inclusion of live news and sports created a well-rounded offering that resonated with viewers.

, despite increased competition, managed to stabilize its audience share at 8.4% by October. The platform’s investments in international originals, such as Korean dramas and Spanish-language series, along with its focus on blockbuster films, ensured continued relevance. Starting the year at 8.6%, Netflix faced challenges but remained a household favorite.

Tubi offers a straightforward model with no subscription fees. 

 growth from 7.6% in April to 8.4% in October highlights the appeal of free ad-supported streaming. By offering a mix of classic TV shows, movies, and niche content, Tubi attracted budget-conscious viewers looking for diverse entertainment options without subscription fees.

Warner Bros. Discovery (Max). The Franchise Powerhouse

Warner Bros. Discovery (Max) Subscription Plans

Max leveraged its robust library of iconic franchises, including DC Comics, Harry Potter, and Game of Thrones, to maintain a strong position in the market. With a steady 6.7% share in October, Max showcased the enduring appeal of premium content bundled with live sports and news.

 held a stable position, growing from 3.2% in January to 3.6% in October. Its strategy of bundling streaming with Amazon Prime memberships and exclusive shows like 

Scripps Networks, focusing on niche channels like HGTV and Food Network, maintained a consistent presence in the market, holding a 2% share by October. Its specialization in lifestyle content appealed to a dedicated audience base.

10. The Roku Channel. The Platform Innovator

No Subscription Fee (Additional subscriptions available for premium channels starting at around $4.99/month)

 leveraged its platform advantage to attract 1.8% of the market by October. Offering a mix of free ad-supported content and premium subscriptions, Roku appealed to viewers looking for convenience and variety.

Discover 2024’s streaming trends! From Disney+ to Peacock, see how platforms vie for dominance and adapt to shifting audience shares.

Top 10 Streaming Services in 2024

How Much Does It Cost to Advertise on National TV?

Still think advertising on TV is out of reach because prime-time slots cost as much as your annual budget? That might have been true when big corporations dominated TV a decade ago, but times have changed. The secret lies in showing your ad to the right audience—the people most likely to buy your product. While prime-time reach is valuable, your ideal audience might be watching TV at 3 a.m. on a Tuesday—and we know exactly how to find them. So, let’s take a look at how much it actually costs to advertise on national TV in 2024.

Factors Influencing National TV Advertising Costs

The cost of advertising on national TV depends on several factors. Some can help reduce prices, such as targeting smaller networks and cable channels.

Here are several factors that can influence the cost of ads on national TV

Prime-time slots (8 PM to 11 PM) on major networks like ABC, NBC, CBS, and FOX command the highest prices due to their large audiences. Advertising during major live events like the Super Bowl or the Oscars can cost millions. For example, a 30-second spot cost $7 million for Super Bowl LVIII (2024). You must have seen these Dunkin’ or Uber Eats ads with celebrities.

Prime-time national ads’ average costs range from $50,000 to $500,000 for 30 seconds, depending on the show’s popularity and ratings (source: 

Due to their larger audiences, major networks charge higher rates than smaller or niche networks. Ads on networks like ABC, NBC, CBS, and FOX could cost advertisers from $100,000 to $500,000 per 30-second spot. Cable networks' rates (like ESPN, TNT, and HGTV) would be from $20,000 to $150,000 per 30-second spot.

The larger and more desirable the audience, the higher the price advertisers can expect to pay. Targeting younger demographics, such as viewers of live sports or reality TV, typically comes at a premium due to high demand. As a result, the 

 (cost per thousand impressions) for these ads tends to be significantly higher.

Interestingly, competition for smaller, niche audiences often drives up their costs, making them more expensive to reach. Conversely, larger audiences are generally more cost-efficient, leading to lower CPMs for campaigns targeting broader viewership.

Ad costs spike during specific times of the year, such as the winter holidays. In our 

 we noted that retail and e-commerce brands drive up demand starting in November (and even October for some). Advertisers should be prepared for higher competition and prices during this period.

The same story can happen during some tentpole events like sports playoffs, award shows, and political debates.

Standard ad durations include 15, 30, and 60 seconds. While 30-second spots are the most common, longer ads (60 seconds) offer more storytelling potential but can double the cost.

 15 Seconds $75,000 to $200,000 30 Seconds $10,000 to over $1 million; average $342,000 60 Seconds $200,000 to $500,000

Advertisers who commit to high-volume, upfront purchases often secure discounted rates compared to last-minute, scatter-market buys.

How to Create Budget-Friendly TV Advertising Strategy

 can vary widely, the average cost for airing a 30-second ad is substantial, particularly during prime-time slots or high-profile events, but there are strategies to ensure your money is well spent.

The first thing that must be done is selecting time slots that align with your target audience. While prime-time slots are attractive, less expensive dayparts like early-morning news or late-night talk shows can also deliver strong results. Leverage advanced analytics platforms, such as 

, to pinpoint efficient placements and minimize wasted spend. Your ad creative should tell a compelling story with a clear call-to-action (CTA) to boost recall and conversions; testing different versions can reveal what resonates most.

Another great option is a cross-channel strategy. Use national TV to build broad awareness and use Connected TV (CTV) to hone in on specific audience segments for a tailored experience. National TV is great for building brand awareness and improving brand recognition while streaming is the best tool for performance. This 

 TV approach could be your key to success.

Finally, negotiate smartly by blending upfront commitments for lower rates with scatter buys for last-minute flexibility. Together, these elements create a dynamic, cost-effective TV campaign that maximizes your impact.


Discover the cost of national TV advertising in 2024, from pricing factors to strategies for maximizing your budget and audience reach.

The Cost of Advertising on National TV in 2024. From Prime-Time to Tailored Budgets

From $0 to over $1 million — that’s the vast spectrum of costs for creating a TV commercial. While the quality and creativity of an ad produced for $15 will differ significantly from one with a $150,000 budget, the beauty of today’s advertising landscape lies in its inclusivity. Businesses of all sizes, from startups to global corporations, can showcase their brand on television, leveraging a range of budgets to make an impact.

So, let’s take a closer look at how much does it cost to advertise on tv.

When creating a TV ad, there are many decisions to make, and the first one is the format: national or local, 30 or 60 seconds, animation or video with actors. These choices not only define the audience you’ll reach but also sets the foundation for your production budget. Crafting a TV commercial involves several stages, each with its own cost considerations. Factors like whether you handle production in-house or hire subcontractors, the reputation of those subcontractors, and even the location of the shoot can all influence the final price. To clarify, we’ve outlined average costs in the U.S. market for 2024, offering a helpful benchmark for planning your campaign.

: Depending on the agency's reputation and involvement, creative brainstorming sessions and agency fees can cost between $5,000 and $50,000.

: Hiring a professional scriptwriter or creative team ranges from $1,000 to $20,000.

: Finding actors or models varies widely based on their experience and fame, from $500 for local talent to $50,000+ for a celebrity.

: Costs for a professional crew, including a director, camera operators, sound engineers, and lighting technicians, can range from $10,000 to $100,000+ per day.

: High-quality cameras, lighting rigs, and sound equipment rentals cost between $5,000 and $50,000 per shoot.

: Filming on location may require permits and rentals, ranging from $1,000 to $100,000+, depending on the venue.

: Creating a custom set or sourcing props can add another $5,000 to $50,000 to the budget.

: Paying on-screen talent varies widely, from $500 per day for extras to $50,000+ for high-profile actors.

: Professional editing services range from $5,000 to $50,000.

: Depending on their complexity, advanced effects or animations can cost $10,000 to $100,000+.

: Licensing music or creating custom scores costs $1,000 to $30,000, while sound effects and mixing add $2,000 to $10,000.

: Enhancing the visual tone of the ad typically costs $2,000 to $10,000.

: Hiring a full-service agency to handle the production can add $20,000 to $200,000.

: Licensing fees for actors, music, or footage vary widely, often adding $5,000 to $100,000+ for extended use.

: While not part of production, airing the ad requires additional investment, typically starting at $10,000 and reaching millions for national campaigns.

The average production costs for a professionally produced 30-second commercial typically fall between 

, with more elaborate productions costing significantly more.

For major corporations, creating high-budget TV commercials and airing them during events like the Super Bowl is a strategic investment in brand awareness. However, this doesn’t mean smaller businesses and marketing agencies should shy away from TV advertising altogether. Linear TV remains unparalleled for its broad reach, and according to a Nielsen report, over 70% of U.S. households still subscribe to traditional cable or satellite TV. The good news? Today, TV advertising is more accessible than ever. Let’s explore practical ways to reduce costs at every stage of the production process, ensuring TV remains a viable and impactful channel for businesses of all sizes.

Pre-production can feel like a high-stakes creative sprint, but with some savvy decisions, it doesn’t have to break the bank. Imagine skipping the pricey big-name agencies and instead collaborating with a nimble freelance team or tapping into in-house talent for concept development. Scriptwriting? Platforms like Fiverr or Upwork can connect you to skilled writers worldwide, offering quality work at a fraction of the cost. Casting, too, doesn’t always mean celebrities—local talent or acting school newcomers can deliver standout performances without the Hollywood price tag. For even bigger savings, consider subcontracting parts of the process, such as storyboarding or editing, to professionals outside the U.S., where competitive rates often come with exceptional craftsmanship.

Ideas take shape in the production stage, but it doesn’t have to drain your budget. Start by choosing cost-effective locations—local settings or in-house venues can eliminate the expense of travel and permits. Keep your crew lean and rent only essential equipment, leveraging local production packages for added savings. Opt for talented emerging directors and cinematographers instead of big names, and simplify your set designs to maximize impact with minimal costs. Daylight shoots can cut lighting expenses, and virtual production tools can recreate complex environments without costly on-location shoots. Finally, consider outsourcing elements like animation or editing to skilled international professionals, balancing quality with affordability.

Remember, even big brands sometimes shoot ads outside the US. For example, Apple and Electronic Arts shot their ad in Ukraine.

Use powerful and budget-friendly software tools that streamline editing, such as Final Cut Pro or Adobe Premiere. Opt for freelance editors or smaller post-production houses instead of high-profile studios, ensuring they have a strong portfolio that aligns with your creative vision. Simplify visual effects and avoid overcomplicating animations unless absolutely necessary. Leverage royalty-free music libraries for soundtracks instead of custom compositions or hire emerging composers. Conduct color grading and sound mixing efficiently by sticking to the essentials, focusing on clarity and consistency.

AI tools that can help you reduce the cost of TV ad production

If you're a small brand just starting out, getting on TV is still within reach. AI tools can now generate video content at little to no cost, making TV advertising more accessible than ever. While these ads might not win you an Emmy, they provide an excellent opportunity to take your first steps in television advertising. Even for larger brands, AI offers significant advantages—it allows you to customize your ads, creating multiple variations tailored to different target audiences. It's a smart, cost-effective way to maximize impact and reach.

Here are some examples of AI tools that can help to create video:

 HubSpot Clip Creator Free Customizable templates, no watermarks FlexClip Free with premium options Extensive media library, dynamic text animations 

 Free; paid from $12/month Text-to-video generation, stock music library Zebracat From $49/month Fast creation, high engagement optimization Creatify Free trial available AI avatars, text-to-speech, script writing

TV advertising is no longer the exclusive domain of large corporations; it’s now an accessible opportunity for businesses of all sizes, from small startups to major enterprises. Today, it’s not just about creating a TV ad—running one is within reach for everyone. For larger businesses, platforms like Simulmedia’s data-driven 

 offer advanced solutions to optimize campaigns. For smaller and mid-sized companies, self-serve platforms like 

 provide an easy and efficient way to tap into the power of TV advertising.

Learn the costs of TV ad production and discover tips to reduce expenses, making TV ads accessible for businesses of all sizes.

TV Ad Production Costs: A Guide for Businesses of All Sizes

, a patient-centric approach, AI-powered data-driven decision solutions, and 

 transform how healthcare brands connect with patients.

Pharma marketing is shifting toward a personalized, data-driven approach. HIPAA-compliant targeting allows marketers to use anonymized data responsibly, delivering tailored content without compromising patient privacy. Meanwhile, downstream outcome measurement tracks how campaigns impact patient behavior and health outcomes, clarifying ROI (

). Real-world data (RWD) from health records and insurance claims further refine targeting, providing deep insights into patient journeys. These trends underscore an industry focused on meaningful patient connections within strict regulatory frameworks.

To keep up with these trends, sophisticated healthcare marketing software tools that enable precision, compliance, and personalization are the most important components of a successful strategy. The right software integrates AI, data insights, and cross-channel capabilities so marketers can navigate the ad landscape quickly and effectively.

Linear TV's staying power in pharma marketing

While CTV is growing in popularity — according to a Leichtman Research Group report, 87% of US TV households have at least one CTV device, at the same time, according to 

, linear still captures 43% of pharma's ad spend and remains pharma's bread and butter. Why? Linear TV offers a scale and reach that no other medium can match, especially for an industry driven by broad awareness and extensive audience reach requirements. According to the 

, In 2022, pharma companies invested $5.5 billion in linear TV product ads. A significant portion of this was tied to major cultural events, such as the Beijing Winter Olympics, where $165 million was spent on pharmaceutical ads alone.

For decades, traditional or linear TV has allowed life sciences companies to meet the industry recommendation of reaching at least 10% of their targetable population. The approach has worked well enough—casting a wide net ensured high visibility for brands in a way digital channels couldn't match at scale. However, as younger audiences move to digital, the dominance of linear TV is finally starting to wane. Even so, it still commands the lion's share of pharma budgets and delivers high reach, especially among older demographics who watch more linear TV than streaming.

The next logical step? It's time to apply the precision of data-driven 

 targeting to linear TV. The capabilities that have redefined digital and connected TV advertising—hyper-focused segmentation, AI-powered insights, and real-time measurement—are precisely what linear TV needs to maximize its potential for pharmaceutical advertisers.

The shift: applying data precision to linear TV

The days of running linear campaigns based solely on surveys and last year’s statistics are over. Today, advertisers operate with data-informed precision, tailoring strategies based on real-time insights rather than outdated assumptions. However, there are still important distinctions between targeting on streaming platforms and traditional linear TV.

In CTV, targeting is as precise as spearfishing—highly focused, efficiently reaching exactly the intended type of viewer. Data-driven linear, in contrast, leverages digital targeting data to strategically position ads where they’re most likely to reach relevant audiences at scale. It’s like casting a well-informed net in the best waters, capturing many desired audiences while bringing in a broader mix.

This evolution could mean capturing more relevant audiences on linear TV, minimizing waste, and driving more measurable outcomes.

How can DSP be applied in pharmaceutical advertising

 (DSP) is a software advertisers use to purchase digital ad space across multiple networks and platforms in an automated way. Here’s how DSPs can be explicitly applied in the context of pharma advertising:

 The Health Insurance Portability and Accountability Act (HIPAA) safeguards sensitive patient health information. It ensures patient data is used securely and privacy-protected while delivering relevant ads to the right audiences. DSP enables pharma brands to target specific patient demographics in a privacy-compliant way, ensuring that data used for audience targeting meets HIPAA and other regulatory standards as DPPs work mostly with anonymized data sources.

Audience segmentation for health conditions.

 DSPs allow advanced audience segmentation based on anonymized data about specific health conditions or behaviors. By partnering with healthcare data providers (like Crossix or DeepIntent, for example), DSPs can target audiences likely to be interested in a particular treatment or health condition, which is especially useful for reaching niche patient groups on CTV.

Frequency management and avoiding ad fatigue.

 DSPs help pharma marketers control ad frequency across multiple TV platforms, ensuring viewers aren’t overexposed to a particular ad. This is crucial for maintaining engagement without causing viewer fatigue.

 DSPs enable sequential messaging, where ads are served in a specific order to guide viewers through a story or campaign journey. For pharma, this could mean starting with awareness messages about a condition, followed by ads about treatment options. This strategy helps build brand familiarity and provides viewers with relevant information in stages.

 DSPs can track KPIs unique to pharmaceutical brands, such as script or brand lift. They offer analytics on how effective the TV ad was in prompting actions like prescription fills and doctor visits, allowing pharmaceutical advertisers to measure the real-world impact of their campaigns and refine future strategies based on these insights.

Pharma audience data provider. How to choose?

Pharma audience data providers, or Data Management Platforms (DMPs), collect and analyze anonymized health data to help pharmaceutical advertisers reach specific patient and healthcare provider (HCP) segments with precision and privacy compliance. These providers aggregate data from sources like medical claims, electronic health records, and pharmacy transactions to create targetable segments based on conditions, treatment behaviors, and healthcare journeys. By offering insights into patient needs and HCP prescribing behaviors, they enable advertisers to craft relevant, impactful campaigns that meet strict privacy regulations like HIPAA. Integrated with DSPs and media platforms, these audience segments are used across channels, ensuring a seamless cross-channel approach. Marketers can select the tools and capabilities that best suit their campaign goals.

DeepIntent is a healthcare advertising platform that enables marketers to plan, activate, measure, and optimize campaigns targeting healthcare professionals (HCPs) and direct-to-consumer (DTC) audiences.

Access to clinically precise audience segments based on comprehensive healthcare datasets.

Integration with connected TV (CTV) viewership data to enhance targeting.

Ability to reach over 75% of addressable CTV households with curated inventory from major programmers.

Provides daily reporting on HCP audience performance, allowing for real-time adjustments.

Veeva Crossix specializes in targeted TV advertising for health brands, combining traditional and digital targeting precision.

Engage health audiences through cable and satellite with data-driven linear TV buys.

Reduce media waste by activating campaigns with smaller budgets while still reaching relevant audiences.

Utilize audience segments that are compliant with industry regulations.

Effectv, part of Comcast Advertising, offers a suite of data-driven advertising solutions tailored for the healthcare sector.

Leverages first-party Comcast data combined with trusted third-party data to segment audiences effectively.

Provides multiscreen delivery options across linear TV, streaming, and video on demand.

Offers detailed reporting metrics to assess campaign performance and ROI.

Choozle provides digital advertising solutions specifically designed for the healthcare industry, focusing on data-driven strategies.

Allows advertisers to create custom audience segments based on health-related criteria.

Manages customer data while ensuring compliance with regulations like HIPAA.

Optimizes targeting for patient and consumer groups using comprehensive datasets.

Pharma-specific measurement providers. What value do they bring?

Pharma-specific measurement providers deliver essential insights that go beyond standard ad metrics, focusing on outcomes critical to healthcare. These providers assess the direct impact of campaigns on prescription lift, patient engagement, and healthcare provider (HCP) awareness, offering pharma brands a clear view of how effectively their messaging drives treatment adoption and education. These platforms provide a long-term perspective on campaign success by tracking downstream outcomes like follow-up visits and treatment adherence. Integrated with real-world data (RWD) from sources such as electronic health records and insurance claims, they connect ad exposure to actual health outcomes, creating a comprehensive picture of effectiveness. Additionally, pharma-specific measurement providers operate within HIPAA and privacy standards, ensuring that all data handling complies with regulatory requirements.

Examples of pharma-specific measurement providers

They offer insights into market access, patient outcomes, and promotional effectiveness, helping pharma companies optimize their marketing strategies.

Their solutions include measuring TV ad effectiveness and understanding audience engagement, which is crucial for compliance and optimizing marketing spend.

Their products include customer relationship management (CRM) solutions that help pharma companies track interactions with healthcare providers and measure the impact of marketing efforts.

They offer healthcare-specific measurement tools that assess brand performance, advertising effectiveness, and consumer behavior in the pharmaceutical sector.

Supply-Side Platforms. Why do marketers need SSP?

 (SSPs) play a vital role in pharma marketing by enabling streamlined, programmatic ad placement across HCP-focused digital channels, including medical journals, educational sites, and association platforms.

SSPs offer robust ad inventory management, allowing pharma brands to manage and distribute ads efficiently across multiple outlets. They also provide analytics on user behavior and engagement through real-time data insights, helping marketers understand which channels resonate most with healthcare professionals. SSPs’ programmatic capabilities and machine learning optimize ad performance, ensuring ads reach the right audience segments—HCPs or patients—at the right moment with minimal waste.

Connected TV (CTV) networks and apps are becoming increasingly important for pharmaceutical marketers as they seek to effectively engage healthcare professionals (HCPs) and patients.

 offer programmatic ad inventory that allows pharma brands to deliver ads based on demographic, behavioral, and health-related data insights, all within HIPAA-compliant frameworks. CTV networks also support cross-channel alignment, allowing pharma marketers to extend audience targeting capabilities across linear TV and digital, maximizing reach to relevant patients and healthcare providers (HCPs).

To choose the right CTV network for a pharma ad, prioritize HIPAA-compliant platforms that offer robust targeting, cross-channel integration, audience-aligned reach, flexible ad formats, and detailed analytics to ensure effective and measurable campaign results.

Data-driven approach for pharma marketing. How does Simulmedia do this

 empowers pharma marketers to make linear TV campaigns as targeted and efficient as digital. It starts with integrating TV viewing data, allowing the platform to directly apply the same audience segments used in digital campaigns to linear TV. This cross-channel alignment means pharma brands can reach patients and healthcare providers on a broad scale with precision traditionally reserved for digital channels.

Using AI-driven audience forecasting, Simulmedia analyzes viewership patterns to predict where specific patient populations will be watching. This approach enables pharma brands to deliver relevant messages to target audiences based on anonymized health insights, meeting the right people at the right time.

By bridging the gap between traditional linear TV and connected TV (CTV), Simulmedia creates a seamless experience that extends digital targeting capabilities across both platforms. While linear TV doesn’t offer real-time insights, Simulmedia’s use of ACR data delivers early results, and its quick post-log processing enables more agile in-campaign adjustments. This adaptability brings a new level of responsiveness to linear TV, enhancing its impact in ways once only possible with digital.

Navigate CTV's biggest challenges, from fragmentation to privacy and ad fatigue. Discover strategic solutions for effective, data-driven advertising 

Pharma Ads Meet Tech. Overview of the Healthcare Marketing and Advertisement Software Ecosystem

TV advertising seems to be veiled in mystery and myth. Lost in a Mad Men-esque aura, the general public often believes that it is only for big companies with infinite budgets—which they can afford to lose on an (allegedly) dying channel.

TV ads are also (allegedly) expensive to produce and (also allegedly) expensive to put on screen. They are (also, you guessed it, allegedly) hard to measure, too!

advertising is a very valid and even tempting option for many brands (large and small.) And it is definitely not dying (for a long, long time from now on.)

Here's what you need to know about advertising on TV.

Most people think TV advertising is expensive -- reserved only for large, multinational companies with deep pockets. However, TV advertising can also be affordable for smaller businesses, especially if they buy in the scatter market. It has many advantages that brands cannot ignore.

TV advertisements have high production value and can leave a lasting impression on viewers. With visually appealing graphics, catchy jingles, and creative storytelling, TV ads can capture audiences' attention and create a strong brand image that helps businesses stand out in a crowded market and leave a lasting impact on potential customers.

This is beyond assumption at this point. It’s an empirical finding most people have experienced (perhaps, even you?). YouTube, TikTok, and other social media have been the 

 advertising channels for the last decade (largely due to the high level of targeting detail and measurability). However, ads on these channels only tend to have 1-2 seconds to get an audience’s attention – after that, the next screen loads in a seemingly infinite scroll.

TV ads are different. Because our brains have already created use patterns, we are less likely to change channels (the equivalent of the ubiquitous digital “scroll”). As such, TV ads have more time to create 

 (which means your brain resonates – and makes it more likely for you to buy the product.)

Sure, TV ads have gained a bad rap. But the right strategy (e.g., pairing TV ads with digital advertising) can make your brand a winner. In our experience with our clients, there is a 

 in search traffic minutes after airing an ad. More specifically, once they see an ad on linear TV, people will search for the products that interest them – showing the ad did its job.


 than other forms of advertising, such as online ads or influencer marketing. According to Nielsen, 63% of people see TV ads as more trustworthy than other media – but other studies show similar results, to varying degrees.

The reason behind this is rather easy to understand: linear TV ads are often associated with premium content that shows up on already recognized brand name channels. In other words, most consumers perceive TV ads, especially ads airing on national TV, as hard/expensive to produce and, ergo, more credible. As a result, viewers are more likely to trust and believe in the products or services advertised on TV.

TV advertisements provide ample time for businesses to tell their story and showcase their brand identity. With 30-second or even 60-second spots, businesses can create a compelling narrative that connects with audiences emotionally and establishes an emotional connection with the brand. This can help businesses build brand loyalty and establish a strong brand image in the minds of consumers.

Contrary to popular belief, TV advertising can be measured for its effectiveness -- especially in scatter TV (see below), but not only. Good technology can help you target and measure the success of your campaign, allowing you to make data-driven decisions for future advertisements. This not only helps businesses determine the return on investment (ROI) but also provides insights into consumer behavior and preferences to actively optimize their buy more agilely.

TV has a wide reach and is viewed by millions of people daily, catering to a vast audience with diverse demographics. Despite fragmentation, it is still a mass-reach channel, which makes it an effective medium for reaching a large audience quickly. There are many ways to achieve this scaled reach:

Businesses could target specific demographics based on the time slot and endemic channel chosen for the advertisement. For example, a destination marketer can advertise on a travel channel during the weekend, when budding travelers may be watching TV while thinking about their next holiday. We often caution advertisers to be guided by the data since what seems intuitive may not actually pan out. For instance, a pet store brand may consider Animal Planet “endemic” when, in fact, it performed poorly with pet owners.

Businesses could take a more audience-centric approach and leverage big data and machine learning to identify the most efficient times and venues to advertise on TV to achieve massive reach. Simulmedia advocates this approach.

TV helps brands leverage the medium's inherent credibility and engaging storytelling capabilities to amplify their brand presence to a large strategic audience significantly.

Advertising on TV was a complex process. It still is, but software like Simulmedia makes it easier with a media buying platform that simplifies the process, provides the data you need, and helps you find the best advertising options for your business, audience, and budget.

To understand how TV advertising works, we must examine it from two perspectives: the different TV ad-buying markets and the different methods.

In linear TV advertising, there are three main types of markets you can choose from:

 advertising market is where advertisers can purchase TV ad slots months before the broadcasting season. This market allows them to lock in premium time slots at great CPMs before anyone else gets them. In return, the network receives a spend commitment for the year from the advertiser. It is particularly suitable for companies looking to secure a strategic position in high-demand periods.

 advertising market allows advertisers to buy TV ad slots closer to the airing date, from a few months to a week before. This provides flexibility for companies that need to adapt their marketing strategy quickly. This market is ideal for businesses looking for opportunities outside the upfront market or those with more immediate advertising needs.

 involves purchasing unsold TV ad slots at a reduced price, often closer to the airing date. They are not guaranteed to run: if all the spots are taken up by prioritized upfront and scatter buys, then the remnant ad won’t air (and the brand doesn’t have to pay).

This approach offers businesses a cost-effective opportunity to access premium TV advertising spaces that would otherwise be out of reach due to budget constraints. However, it’s also likely that the most coveted spots are taken, and remnant ads sometimes land in the least desirable places, such as overnight. During periods of high demand, remnant inventory may get crowded out by upfront and scatter commitments. Remnant ads are also called "direct response advertising" and are associated with infomercials.

There are two main methods for buying TV advertisements:

Negotiated commitments in the upfront market

This method typically involves direct engagement between advertisers and broadcasters or their representatives, where terms, prices, and slots are discussed and agreed upon. This traditional approach offers personalized deals but requires significant planning and negotiation skills (on both ends of the deal.)

Direct insertion orders for scatter and direct response

Direct insertion orders (IOs) refer to purchasing TV ad slots through a TV sales rep. In theory, it works well. In practice, if you're a smaller buyer, you might find it hard to get the best slots or prices unless you're willing to pay premium rates. Not to mention it will sometimes be difficult to get the sales rep's attention in the first place if you aren’t a recognized brand.

Simulmedia – programmatic-like buying in the scatter market

There is a third way, unique to how Simulmedia buys! Simulmedia provides media buying services that are a cut above how everyone else in the industry buys. Simulmedia has built integrations with over 150+ linear TV networks which allows us to cherry-pick the spots in the scatter market where unreached members of brands’ strategic audience can be found.

Once the spots are chosen, the order management process is fully automated so that brands can get on the air in as fast as a week. For our digital readers, it’s as close as you can get to programmatic buying on linear TV!

Whether you're looking for cable or broadcast TV advertising options, Simulmedia can help you run an efficient and effective campaign that meets your business goals. So don't be afraid to 

If you decide to buy ads, you can do it yourself by contacting your local/ national provider (though it may be difficult to get the bigger players’ attention unless you’re a well-recognized brand name) or with the help of an agency.

Local stations (broadcast network affiliates) and cable providers are organized in metro areas or 

 (called "designated marketing areas" as defined by Nielsen). This allows brands to have a range of ad spots to choose from across all dayparts, especially during times designated for local sports and news.

To buy national ad spots, a brand or agency needs to decide which ad market they want to buy in – the upfront, scatter, or direct response market. Because of viewer fragmentation, except for important tentpoles and sports events, buying national TV ad space through the scatter and direct response markets has become more accessible to smaller brands and independent agencies.

Working with an agency can make the process more manageable. But you should know that running a TV advertising campaign through an agency is not cheap. The big holding companies will require a significant spending commitment, so smaller, independent media agencies may be the only more affordable option for smaller brands.

 level of fine-tuning and experimentation with buying ad spots. You don’t have to be alone in this – decades of experience can teach you a lot, so you don’t have to feel like you’re starting from Ground Zero.

Most marketers know that advertising on TV is expensive. It can be. But so can advertising on YouTube, Google, Instagram, or via any of the display/ programmatic networks online. The key is to differentiate between rates and costs. For example, the CPM rates of linear TV can often be lower than the CPM rates on Facebook (P2+ rates on linear TV currently hover at around $2, whereas the 

But if the spot you’re buying on linear TV reaches millions of households, the low CPM rates in linear TV may still translate to high costs (with high reach). And if the higher CPM rates on a niche-targeted Facebook campaign only reach a few thousand people, then you may end up with lower costs (but also lower reach).

TV advertising rates can vary significantly depending on the type of market, location, time slot, and network used for your campaign. For instance, national ads during prime time slots or live events on major networks like Fox or ABC might have high rates, and because they reach large audiences, they can also have high spot costs.

On the other hand, scatter TV can also have higher rates than Upfront ads (because advertisers often make huge upfront commitments in exchange for discounted CPM rates). However, scatter ads still end up being less expensive (because you can buy spots on longer tail networks, which are cheaper, but still enable you to reach your audience.)

 the expertise you need to advertise on TV, measure your performance accurately, and help you navigate what might seem, from afar, a complex environment. From handling fragmentation to helping you adapt your media campaigns on the go, we have solutions for you.

 and learn more about the options we offer at Simulmedia. We help customers like you overcome the challenges of TV ad buying and create successful campaigns they can scale to drive real, measurable results. Don't miss out on the opportunity to reach a wide audience and make an impact through TV advertising. Let us help you take your business to the next level!

Discover how to advertise on TV effectively, reach your target audience, and drive real results!

Join the Waitlist for Skybeam: Be First to Access Our Self-Service CTV Tool!

Simulmedia TV Marketplace Update For March 27, 2020