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Broadcast Advertising

Broadcast advertising covers television and radio. Linear broadcast has seen persistent budget redirection as small businesses shift toward measurable, programmatic alternatives. The most important development for SMBs: Connected TV (CTV) has become a performance channel accessible from $50, fundamentally changing what "TV advertising" means for small businesses.

The State of Linear Broadcast in 2026

Approximately 24% of SMB advertisers plan to decrease traditional media investments in 2026. Linear broadcast TV and traditional radio require long-term contracts and high minimum buys, making them increasingly inefficient compared to programmatic connected alternatives. For most small businesses, linear broadcast is not a viable primary channel.

Connected TV (CTV) — The New TV for SMBs

Programmatic CTV has crossed a critical structural milestone:

  • 75%+ of all transactional TV volume is now programmatic.
  • CTV upfront commitments have exceeded primetime linear TV upfronts for the first time.
  • 30-second CTV ads average ~96% completion rate.
  • Self-serve platforms allow campaigns from $50 minimum budget.

What CTV Enables for Small Businesses

  • Hyper-local targeting: Household, ZIP code, and driving-radius geo-targeting.
  • Household retargeting: Reach people who visited your website on their living room TV.
  • AI-generated creative: Tools scan your website or social profiles to auto-produce a professional 15–30 second commercial with voiceover and text overlays — no production agency needed.
  • Performance measurement: Track website visits, foot traffic, and conversions tied to TV ad exposure.

CTV Platforms for SMBs

  • Adwave: Self-serve CTV; local business focus; AI-assisted ad creation.
  • Roku Ads Manager: Access to Roku's streaming inventory.
  • Tatari: TV buying and measurement for growth-stage brands.

Traditional Television Ads

For businesses with the budget and scale where linear TV is viable:

  • Local TV Ads: Targeted to specific geographic regions; lower minimums than national.
  • National TV Ads: Broadcast across the country; requires significant creative investment.
  • Infomercials: Extended-form ads; still viable for direct-response products at specific cable slots.

Radio

Traditional Radio

  • Local Radio Ads: Targeted to local commuter audiences; cost-effective in specific markets.
  • Live Reads: Host-delivered ads carry high trust; effective for local service businesses.

Programmatic Audio (Streaming)

  • Spotify Audience Network: Programmatic audio ads across Spotify and third-party podcast apps. Demographic and interest targeting available. Self-serve buying accessible to small businesses.
  • Podcast Host-Read Sponsorships: High listener trust; rates scale with show download volume. Best for niche audience alignment.

See Spotify Advertising for self-serve audio options.

Benefits

CTV: - Premium TV inventory at SMB-friendly minimums - Precise geo and demographic targeting - High completion rates and measurable outcomes - AI-assisted production removes the creative barrier

Linear Broadcast: - Mass reach for broad awareness campaigns - Established viewer trust in traditional TV environments

Setting Up Broadcast Ads

  1. Choose a self-serve platform: Adwave or Roku Ads Manager for simplicity.
  2. Create or generate your video asset: 15 or 30 seconds; use AI generation tools if you lack production resources.
  3. Define geo and audience targeting: Start with a radius around your business location or a ZIP code cluster.
  4. Set budget and flight dates: Start with the minimum to test; scale based on measurable web or foot traffic lift.

Linear TV / Radio

  1. Choose channels/stations: Select stations whose demographics align with your audience.
  2. Develop creative: Engage a production team or agency; scripts and spots must be broadcast-quality.
  3. Negotiate ad slots: Define time slots and run-of-schedule vs. fixed placement.
  4. Track performance: Use unique promo codes, dedicated landing pages, or phone numbers to attribute leads.

Tools and Resources