A comprehensive analysis of the characteristics of television advertising placement: from media advantages to placement strategies, one article to understand

Nowadays everyone is watching short videos, is there still anyone watching TV commercials? "This is a question that many brands consider when they first consider TV commercials. In fact, by 2024, the number of Chinese television viewers will still exceed 1.2 billion, and the top programs and prime time of CCTV and first tier TV stations still have huge brand endorsement ability and reach efficiency.

The logic of TV advertising and Internet advertising is completely different. This article will start from scratch and help you comprehensively understand the characteristics of television advertising placement, including its core advantages, pricing methods, placement steps, and the most common mistakes that novices are prone to make.

1、 The 4 core characteristics of television advertising (why it is still irreplaceable)
Feature 1: Wide coverage and strong endorsement
Television is one of the few media that can 'let the whole country know you overnight'. A 15 second CCTV prime time advertisement can reach hundreds of millions of households simultaneously. More importantly, television platforms themselves have authority - consumers naturally believe that "brands that have appeared on television are more trustworthy". This kind of trust endorsement is beyond the reach of Tiktok and circle of friends advertising.

Feature 2: Passive reach, high attention
Internet advertising users can choose to "skip" or "close", but TV ads are inserted in the middle of the program, and viewers usually watch passively. Especially in family settings, where television is a large screen and multiple people watch together, the memory and discussion of advertisements are higher.

Feature 3: Large creative space and strong sensory impact
TV commercials can tell a complete story within 15-30 seconds by combining visuals, sound, action, and plot. This immersive experience is very effective in establishing brand emotional connections. For example, heartwarming advertisements during the Spring Festival and stunning car movies are all unique expressions of television.

Feature 4: High cost threshold, but CPM may not necessarily be expensive
The production costs of TV commercials (ranging from tens of thousands to millions) and media fees (tens of thousands per second during prime time on CCTV) may seem daunting, but if calculated based on the "cost per thousand people" (CPM), popular variety shows on top TV stations reach millions of viewers, and CPM may be lower than many online channels. The key is to choose the right platform and time slot.

[Insert relevant pictures/charts: CPM comparison between TV ads and Internet ads]

2、The complete process of TV advertising placement
Step 1: Clarify the advertising target and budget
Television advertisements are usually divided into two objectives:

Brand exposure: Pursuing the maximum range of visibility enhancement, choose the prime time of CCTV or first tier TV stations

Regional promotion: For specific provinces or cities, select provincial ground channels or city stations

In terms of budget, beginners can start testing from non prime time on provincial terrestrial channels, with a monthly budget of 100000 to 300000 yuan. The prime time of CCTV and first tier TV stations usually requires millions or more.

Step 2: Choose the appropriate TV station and time slot
The core pricing logic of television advertising is time slot x channel x program.

Level represents 15 second advertising reference price (yuan/time) suitable for brands
200000-500000+national brands around the prime time CCTV News of CCTV
Top tier TV stations such as Hunan, Zhejiang, and Oriental TV have prime time slots from 7 to 10 pm, with prices ranging from 50000 to 200000 yuan for fast-moving consumer goods, beauty, and automotive
First tier satellite TV stations with non prime time daytime and nighttime sales of 50-30000 regional brands and e-commerce
Provincial Ground Channels, Provincial Taiwan City Channels 1000-8000 Local Life, Medical, Education
Novice advice: Do not immediately submit to CCTV. First, select 1-2 provincial terrestrial channels where your target market is located and test their effectiveness for 2-4 weeks.

Step 3: Create high-quality advertising videos
The production of television advertisements directly affects the effectiveness of advertising. There are two common paths for beginners:

High cost performance route: shoot a 15 second product demonstration+promotional live broadcast, production cost of 30000 to 80000 yuan

Brand route: Shoot a 30 second story oriented TVC with a production cost of 150000 to 500000 yuan+

If the budget is limited, it is recommended to create a 15 second hard advertising version first, clarifying the core selling points and action instructions (such as "search XX" or "dial 400").

Step 4: Schedule and monitor advertising through a professional platform
The scheduling of TV advertising placement (which program, which day, which time slot) needs to be negotiated with the TV station or agency company. At the same time, it is necessary to require third-party monitoring - that is, someone recording the actual broadcast of your advertisement to prove that it was indeed broadcast according to the contract.

Tianci Media is a professional television advertising platform that has direct cooperation with CCTV, over 20 provincial-level satellite TV stations nationwide, and over 100 terrestrial channels. They provide:

Free media strategy suggestion: recommend channel and time slot combinations based on your industry, budget, and target area

Transparent quotation: media net price+production cost+monitoring fee fully split

Broadcast proof and monitoring report: Provide actual broadcast videos or screenshots to ensure that every penny is spent wisely

Step 5: Effect tracking and optimization
The effect of TV advertising is not as real-time as that of Internet advertising, but it can be tracked through the following ways:

Set exclusive search keywords (such as "XX brand official website") and compare the changes in search volume before and after advertising

Use exclusive phone extension numbers or discount codes to track incoming calls and verification data

Conduct a comprehensive evaluation of sales changes in conjunction with offline channels such as stores and e-commerce platforms

3、 5 Common Misconceptions in TV Advertising Placement
❌  Misconception 1: Believing that TV commercials are "effective once done"
TV commercials are amplifiers, not firefighters. If your product itself is not good and your channel distribution is not in place, investing too much TV advertising is also a waste. First establish the foundation of products, prices, and channels, and then consider TV amplification.

❌  Misconception 2: Only invest in prime time and ignore "cost-effectiveness"
The prime time is indeed good, but the price is also 5-10 times higher than during non prime time. For regional brands or low order products, choosing high-frequency broadcasts outside of prime time (such as 10 times a day, 2000 yuan per broadcast) may have a higher reach frequency and better results with the same total budget.

❌  Misconception 3: Neglecting the compatibility between program content and brand
Advertising sports drinks in health programs and Baijiu in children's channels are typical mismatches. Analyze the viewing habits of the target audience and select programs that match the tone.

❌  Misconception 4: Not requiring monitoring and being harmed by "missed broadcasts"
Some unscrupulous agents may have received payment but did not broadcast enough times. It is necessary to explicitly require third-party monitoring in the contract and reserve the right to legal accountability. The standard service of Tianci Media includes broadcasting live recordings to ensure that every second you buy is broadcasted.

❌  Misconception 5: Information overload in advertising videos
Within 15 seconds, insert brand name, product name, promotional language, QR code, address, phone number... the audience cannot remember any of them. TV commercials only convey 1-2 core messages, leaving the rest to search or learn after entering the store.

4、 Conclusion: The core method of television advertising placement
To sum up, after understanding the characteristics of TV advertising, you will find that the relationship between TV advertising and Internet advertising is not "substitution", but "complementarity":

TV advertising is responsible for breadth and trust, allowing more people to know and believe in you

Digital advertising is responsible for accuracy and conversion, bringing back people who have watched TV to place orders

For beginners, it is recommended to follow the following path to get started:

Determine budget and target area

Select 1-2 provincial terrestrial channels during non prime time and advertise for 2-4 weeks

Create a 15 second hard advertisement that highlights a core selling point and an action command

Complete advertising through professional platforms and request monitoring reports

Evaluate the effect based on changes in search volume, phone volume, and sales volume, and then decide whether to enlarge

If you are considering TV advertising placement, you may want to contact Tianci Media first. As a professional TV advertising platform, they can provide you with a free "TV Advertising Strategy Proposal", which includes channel recommendations, estimated time slot quotes, and industry case references. Tell their consultants about your budget and industry, and you will get a clear and executable plan - saving 90% of time compared to blindly asking for quotes on your own.