9 Tips for Producing Successful Cable TV Commercials
		by Paul Durban Marketing Director, Williams Group

Cable television commercials can be a rewarding tactic in your overall marketing strategy. However, in order to be successful it is important to have a good understanding of this medium and the challenges it presents.

Many local commercials are created by network affiliate stations. In order to sell airtime, these stations often sell package deals that include writing, shooting and editing of commercials. Sometimes, these packages will include demographic information of your area.

It’s easy to assume that the station that creates your commercial is highly qualified because they have hundreds of clients. After producing thousands of local spots, they may indeed be qualified in production. But not in marketing. I’ve seen far too many commercials that are visually stunning with very poor content.

Be aware that salesmen are not marketers. Their primary purpose is to sell airtime. They are not always aware of your target market. Depending on your budget, they may push you to air your commercial during prime time or Sunday morning at 4 a.m. Obviously, early Sunday morning would be a poor choice, but don’t be so quick to think that the higher viewership of prime time will generate more patients. The key is to know your audience.

Commercial prices will depend on the size of your market, the station on which your commercial airs, the time it airs and the popularity of the program you are sponsoring. You could pay anywhere from fifty to a few thousand dollars for a 30 second spot...

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