TV and Radio commercials can deliver massive audiences to an advertiser. What's even more, these are sophisticated sources of media, offering unique and creative opportunities to build atmosphere, convey emotion and fully engage with the viewer or listeners.

However, the costs can be high and most small businesses do not have the budget for TV and movie advertising. In general, these media are best suited to large national brand names.

Radio advertising, on the other hand, is both an affordable and highly effective way for companies to drum up some extra business. Both TV and Radio offer local solutions for smaller businesses. Whichever route you consider, it's very essential that you base your decision on what you know about your customers and potential customers' behavior so you have a better chance of them seeing or hearing your commercial


Local advertisers love radio. It reaches the right people, in the right numbers at the right time. Car dealerships, for instance, can advertise during the rush hour and retailers can promote special offers in the run-up to the weekend.

People listen to radio ads. Listeners just don't change radio stations in the same way that viewers flick through channels on the TV. This makes commercial radio an ideal medium for small businesses to reach out to new customers.

Local radio stations are often an important part of the community and businesses that advertise on air can benefit from that connection. Moreover, listeners are loyal and often see their favorite station as somewhat of a friend. That warm feeling can extend to the regular sponsors and advertisers.

With frequent airing of a radio commercial and listeners tuning in for hours at a time, it is possible to build a strong presence on the radio. The human voice is a powerful selling tool, conveying emotion and authority.

Promotions and offers work well because radio drives response. In fact, many listeners are also online and radio can be a great way to get people to go to your website.

Production of radio ads is relatively low-cost and fast. The script should be catchy and memorable, there should be a clear call to action and a good tag line or jingle. Air time can usually be bought in cost-effective packages and most radio stations offer all-in deals, which include production of the radio advertisement.


In America, more than 80% of the population watches TV every day. With the proliferation of channels, advertisers need sophisticated data on viewer habits and audience profiles to ensure their TV commercials are reaching the right people at the right time.

Television advertising is not the obvious choice for most small firms. However, if you want to engage your local market with a TV commercial, local television stations do offer low-budget advertising packages for small businesses.