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Television / Video

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    Total TV/Video Advertising Advantages
  • Is deliverable 24/7
  • Combines all the elements of sound, sight and motion to deliver a powerful impact on the senses
  • Is intrusive, comes directly to the viewer for immediate impact
  • Can be placed in a programming environment that complements the brand or retailer's business or message
  • Allows for repetition of messaging with a defined timespan
  • Exclusivity of product category is usually available at a price
  • May reach consumers who tend not to access any other form of media
  • Has largely moved away from seasonal viewing shifts as networks rose to challenges presented by independent stations and cable over the years, creating more program options and rolling out first-run programming even during summer months.  Nielsen trends now indicate that peaks in winter months and valleys in summertime have leveled off to relatively flat year-round ratings.
  • Growing use of alternate video devices (computer, tablet, streaming services) creates an opportunity
  • VOD (Video on Demand) opens growth area for consumer usage and awareness

Total TV/Video Advertising Advantages

  • Is deliverable 24/7
  • Combines all the elements of sound, sight and motion to deliver a powerful impact on the senses
  • Is intrusive, comes directly to the viewer for immediate impact
  • Can be placed in a programming environment that complements the brand or retailer's business or message
  • Allows for repetition of messaging with a defined timespan
  • Exclusivity of product category is usually available at a price
  • May reach consumers who tend not to access any other form of media
  • Has largely moved away from seasonal viewing shifts as networks rose to challenges presented by independent stations and cable over the years, creating more program options and rolling out first-run programming even during summer months.  Nielsen trends now indicate that peaks in winter months and valleys in summertime have leveled off to relatively flat year-round ratings.
  • Growing use of alternate video devices (computer, tablet, streaming services) creates an opportunity
  • VOD (Video on Demand) opens growth area for consumer usage and awareness
Is deliverable 24/7 Combines all the elements of sound, sight and motion to deliver a powerful impact on the senses Is intrusive, comes directly to the viewer for immediate impact Can be placed in a programming environment that complements the brand or retailer's business or message Allows for repetition of messaging with a defined time span Exclusivity of product category is usually available at a price May reach consumers who tend not to access any other form of media Has largely moved away from seasonal viewing shifts as networks rose to challenges presented by independent stations and cable over the years, creating more program options and rolling out first-run programming even during summer months.  Nielsen trends now indicate that peaks in winter months and valleys in summertime have leveled off to relatively flat year-round ratings. Growing use of alternate video devices (computer, tablet, streaming services) creates an opportunity VOD (Video on Demand) opens growth area for consumer usage and awareness

Network TV Advantages

  • Reaches virtually all U.S. markets, households
  • Broad reach allows for fairly rapid cume build across a schedule
  • Network programming is available in most dayparts
  • Time buying and post-buy analysis are relatively easy compared to other TV platforms
  • Attractive, high-visibility sponsorships are available
  • Nets and program producers are increasingly offering product placement and digital sponsorship deals
  • Pricing for short commercials is fair
  • Primetime hours are relatively uncluttered with commercials.  Clutter rates had risen earlier in this decade but have stabilized more recently
  • Upfront audience delivery guaranteed on broad demographics
  • Audience research through Nielsen's PeopleMeter provides a degree of precision in data compared to most other media
  • Nielsen's commercial ratings give advertisers an ad-relevant overview
Reaches virtually all U.S. markets, households Broad reach allows for fairly rapid cume build across a schedule Network programming is available in most dayparts Time buying and post-buy analysis are relatively easy compared to other TV platforms Attractive, high-visibility sponsorships are available Nets and program producers are increasingly offering product placement and digital sponsorship deals Pricing for short commercials is fair Prime-time hours are relatively uncluttered with commercials.  Clutter rates had risen earlier in this decade but have stabilized more recently Upfront audience delivery guaranteed on broad demographics Audience research through Nielsen's PeopleMeter provides a degree of precision in data compared to most other media Nielsen's commercial ratings give advertisers an ad-relevant overview

Local TV stations offer community sponsorships and location-based opportunities to drive traffic to retail locations Short ad units (:15s) are accepted by most local stations, unlike on network TV Nielsen to intro new product-use interface with local TV ratings

Local Spot TV Advantages

  • For local market advertisers, the small number of local channels makes selecting programming and buying time relatively easy
  • Advertisers can usually buy time in any daypart
  • Geo-targeting capabilities are available
  • Local TV stations offer community sponsorships and location-based opportunities to drive traffic to retail locations
  • Short ad units (:15s) are accepted by most local stations, unlike on network TV
  • Nielsen to intro new product-use interface with local TV ratings
For local market advertisers, the small number of local channels makes selecting programming and buying time relatively easy Advertisers can usually buy time in any daypart Geo-targeting capabilities are available

Buying and tracking is simple, much like broadcast networks CPMs are usually lower than broadcast nets' – but higher than cable Guaranteed CPM delivery for upfront buys, similar to network TV National breaks have less clutter (and less zapping) Syndication audiences may be the most ad receptive of any TV platform Certain syndication formats (dating shows, sitcoms) are effective at targeting younger audiences

Syndicated TV Advantages

  • Buying and tracking is simple, much like broadcast networks
  • CPMs are usually lower than broadcast nets' – but higher than cable
  • Guaranteed CPM delivery for upfront buys, similar to network TV
  • National breaks have less clutter (and less zapping)
  • Syndication audiences may be the most ad receptive of any TV platform
  • Certain syndication formats (dating shows, sitcoms) are effective at targeting younger audiences


Ad-Supported Cable TV Advantages
  • In 2017, there were 98 million cable+ households in the U.S. according to The Video Advertising Bureau (VAB)
  • Geographic targeting is easily accommodated
  • Unlike Broadcast TV Networks, cable nets have programming available in all dayparts
  • Ratings have risen over the years as viewers migrated from broadcast TV platforms
  • Many channels afford niche programming with targeted demographics and psychographic attributes
  • All age groups now spend more time with cable than broadcast TV, with younger consumers spending significantly more time.
  • Highly affordable, with low CPM
  • Fair pricing for short commercials
  • Product integration opportunities available to advertisers
  • Precise audience available through Nielsen PeopleMeter measurement, similar to broadcast networks
  • Cable now reaches approximately 9 out of 10 Americans


As of November 2017, Alternate Delivery Systems (ADS) such as satellite TV had attained 29.8% penetration of U.S. TV households versus 50.6% for wired cable; in November 2000, that ratio was 11.4% versus 70.2% respectively. (Source: TVB, 2017 – wired cable figures include telco) Satellite TV delivers programming via communication satellites and is received by an outdoor antenna, typically a parabolic reflector called a satellite dish. Satellite TV is available anywhere that a dish can be installed to face south, whereas consumers must live within an area served by a cable provider in order to access service. Satellite is the only option in many rural areas. Satellite and cable TV frequently offer the same channels (including premium channels such as HBO and Showtime), but satellite TV's basic package (approximately 200 channels) is equivalent to a premium cable package, making satellite the better value-for-dollar option.

Satellite TV Advantages

  • As of November 2017, Alternate Delivery Systems (ADS) such as satellite TV had attained 29.8% penetration of U.S. TV households versus 50.6% for wired cable; in November 2000, that ratio was 11.4% versus 70.2% respectively. (Source: TVB, 2017 – wired cable figures include telco)
  • Satellite TV delivers programming via communication satellites and is received by an outdoor antenna, typically a parabolic reflector called a satellite dish. Satellite TV is available anywhere that a dish can be installed to face south, whereas consumers must live within an area served by a cable provider in order to access service. Satellite is the only option in many rural areas.

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