Why January and February Are the Best Time to Advertise on TV

Despite common misconceptions, TV Advertising is still extremely effective and popular amongst many companies. TV marketing and advertising can help expose your brand and products and services to a wider audience and drive conversions. However, it can be tricky to know the best time to advertise on TV.

The best time to advertise on TV is in January and February. There are a few reasons why the first two months of the year are the best time to advertise on tv. Keep reading to learn why! 

Viewership spikes during the Super Bowl

The biggest football game of the year happens at the beginning of February. Millions upon millions of people tune in during the weeks leading up to the Super Bowl to watch their favorite teams in playoffs. In February of 2022, roughly 99 million people watched the Super Bowl. 

The best time to advertise on TV is in January and February. 

What makes the Super Bowl so appealing for advertising, then? It has one of the largest live television audiences and is one of the few remaining events where people are not just skipping through the ads. Having an engaged and captivated audience is rare these days, so take advantage of this opportunity! Although it is costly, millions of people could see your ad and company.

January and February are right after the holidays

The best time to advertise on TV is in January and February. 

While it is important to have a consistent advertising strategy throughout the entire year, January and February are two of the best months to advertise on TV. Besides the Super Bowl, these two months occur right after the holidays, meaning that it is technically “off-season” for advertising. Planning marketing campaigns during the off-season allows your brand to stay top-of-mind among audiences.

These slower times are great for focusing on building up brand awareness, too. A smart, well-crafted television campaign can develop, and, over time, viewers will come to know who you are and what you stand for. No other form of advertising does this better than TV. When other companies are slowing their advertising after the holiday season, you can jump in and take advantage of this opportunity to be seen and heard.

Additionally, you can use the January and February months to find new customers through your TV advertisements. You should have more time to dig deeper into the market and competitive research.

Why should you advertise on TV?

TV marketing campaigns help to boost your company’s overall credibility by exposing your brand, products, and services to a large audience. People spend time with television, and it attracts loyal viewers to things like local news, live entertainment, sports, and popular serial shows. By advertising for loyal viewers, you can in turn create loyal customers.

 

TV advertising is also cost-effective and affordable. Here at Nartak Media Group, we are consistently seeking affordable and effective television options that get our client’s message in front of the right audience to grow sales. 

Are you looking to advertise your company on TV? Now is the time! January and February are right around the corner, so contact Nartak today to get started!

Contact Nartak Media Group Today! Let's talk.

What is Media Planning and Buying?

What is Media Planning and Buying?

Trying to adapt to the ever-evolving advertising and marketing climate can be a challenge! Whether you are a media planning expert or someone just trying to understand how to navigate their company’s advertising, knowing the ins and outs of media planning and buying is crucial

To say that media planning and buying have changed significantly over the last 20 years due to technological advancements is an understatement. That takes us to the question, “What is media planning and buying today?”

 

What is media planning?

Media planning is the process of identifying, assessing, and selecting various media channels to reach a defined audience. A media planner works to determine how, where, and why a business will share media content. Through strategic media planning software and a deep understanding of media, media planners can develop efficient, successful advertising campaigns.

One of the biggest challenges of media planning is determining how to serve consumers with the right message, at the right time, on the right channel. Luckily 3 questions can help you to figure out these “rights”:

  1. What is your advertising strategy?
  2. Who do you want to reach?
  3. How do you want to communicate?

Some benefits of media planning include improved efficiency, saved resources, better budget tracking, improved ROI, and a better understanding of your audience.

 

What is media buying?

Before we talk about how media planning and buying go hand-in-hand, let’s define media buying. Media buying is the process of purchasing space and time on digital and online platforms to house advertising. These ads can be found anywhere on websites, radio, TV, YouTube, and more.

More specifically, a media buyer is responsible for negotiating with publishers for ad space, managing budgets, and optimizing ads so that they improve overall performance. Typically, media buying is done in 4 ways:

  1. Direct Buy
  2. Programmatic Buy
  3. Manual Bidding
  4. Real-time Bidding

Media Planning and Buying

Media Planning vs. Media Buying

While media planning and buying often get lumped together in the same category, they each have distinct processes within advertising. Media buying typically focuses on purchasing ad space across various channels, while media planning focuses on the strategy behind the campaign. In short, media planning sets you up to buy while media buying does the actual purchasing.

Let’s take a look at the differing roles of media planners and buyers:

Media Planners

  • Conduct both internal and external market research:
    • Media planners need to conduct internal research to understand the client they are working with. Internal research includes things such as the client’s brand identity, positioning, and unique selling points. 
    • External research is important to understand the overall advertising landscape, competitors, target audience, and most effective media channels.
  • Set campaign goals:
    • Based on information gathered from research, media planners are tasked with setting goals for their advertising strategy.
  • Determine budget:
    • This is important for ensuring the profitability of a campaign. Media planners work to decide what percentage of the budget will be spent on advertising in each channel.

What is Media Planning and Buying

Media Buyers

  • Leveraging relationships:
    • Media buyers must leverage trusted relationships within the industry to help them drive impressive ROIs.
  • Negotiating with vendors:
    • This task helps to bring down the price of media placement pricing to stretch the budget further and run cost-effective campaigns.
  • Tracking and tweaking active campaigns:
    • While media planners build the strategy, media buyers track their performance in real time. This allows media buyers to make quick adjustments when needed to help the media planners achieve campaign goals.

What is Media Planning and Buying

 

 

Buying Media During the Political Season

Advertising during the political season can be challenging for those new to advertising and even for the most seasoned advertisers. And political advertising, both candidates and issues advertising have MUCH deeper pockets than most local businesses. At Nartak Media, we are here to help business owners navigate political advertising to minimize its impact on their media plans.

Understanding How the Political Season Affects Media Buying 

The political season can have a significant impact on media buying, depending on the type of advertiser. For example, you may advertise on TV at your normal levels during the political season, but costs are higher and your spots may not even run.

To remedy this, you may consider a different way of advertising by focusing on areas such as digital marketing to help drive leads. At Nartak Media, we have a wide range of digital advertising options to help you effectively reach your target market. Radio advertising is impacted less by political advertising so that may be a good alternative as well.

Buying Media During A Political Campaign

Is it Worth it to Purchase Advertising During the Political Season?

For some local businesses, the answer is yes! Many businesses need to keep their name out there to keep their business running. At Nartak Media Group, we will take into account the unique needs and goals of each client and help them develop a media strategy that works best for them. The plan may include broadcast TV in programming where politicians are less likely to advertise, Cable TV, Outdoor, Digital, Social Media, in Malls or even advertising in Movie Theaters.

Buying Media During A Political Campaign

Tips for Effective Advertising During the Election Season

If you plan to advertise during this busy season, consider these tips to help you plan and advertise effectively:

Plan ahead. During this busy advertising season, inventory will be limited, so be sure to plan and book your advertising early.

Buy local TV sponsorships. Buy television sponsorships in weather, traffic, or primetime lineups. These “television billboards” are a short recognition of sponsors during a television broadcast that includes the sponsor’s logo and an announcement of “brought to you by” the name of the sponsor. These local sponsorships can help your message reach your target audience even in a market saturated with political ads.

In addition to these tips, you can work with Nartak Media for effective media buying and media planning services that will help you beat the political advertising flood this year. With over 30 years of experience in media planning and buying, we have the expertise to help you develop effective advertising campaigns, no matter the time of year.

Don’t lose leads and exposure to the political oversaturation, call Nartak Media Group today to learn how we can meet your advertising needs!

5 Media Buying Tips To Maximize Your TV Budget

How do you leverage advertising for your business? Are you getting the best placement and buys for the least amount of investment? […]

How do you leverage advertising for your business? Are you getting the best placement and buys for the least amount of investment? It’s important to understand the ins and outs of media buying when it comes to advertising—or partnering with the people who do.

At Nartak Media, we help businesses achieve their goals through TV, radio, billboard, digital advertising, and other mass media. Here are five tips you might be surprised to learn.

1. You can negotiate

Did you know media never sells out? Outlets always have an inventory—you just have to find it and be persistent. Negotiate the best rates. Expect and ask for the best schedules and times.

2. Certain time slots are harder to get than others

Like anything, the more demand, the harder it is to negotiate, but the best negotiators will clinch the spot. For instance, during an election year, you will be hard-pressed to compete for air time. Same with the morning commute. This is just something to consider as you plan your strategy.

3. Ever heard of value-added bonuses? Don’t let them sway you

Here’s the insider’s secret: value-added bonuses don’t have much value. They are simply the balloon handed to you as you walk out the door to make you feel good at the end of a transaction. You want an experienced agency to negotiate your media buying. If a station is offering a value-added bonus, and an agency is jumping up and down about it, they don’t understand what’s really important.

4. Focus on results, not that prime time TV slot

Sure, it sounds good to be airing your company’s ad during a major sports event—but is that the best use of your budget? Or might there be a far better deal with greater viewership for your products or services elsewhere? The highest-rated shows are the most expensive so choose wisely. This is where an experienced media buying agency will be able to strategize best.

Media Buying Tips: Media Mix

5. Do what’s best for your company and budget

Not able to reach your target audience on your budget? It’s okay not to use TV advertising. It’s not for every company. If the rates are too high, don’t buy them. Your goal should be 3-5 times per week per station on Cable networks otherwise it might not make sense at all.

Are you interested in a professional media planner to negotiate on your behalf? Reach out to Nartak Media Services to learn how we can secure advertising media buys for your business.

Contact Nartak Media Group Today! Let's talk.