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At Patterson Riegel Advertising, one of the most common questions we hear from clients is: How do I get my ad on television? With so many options available today, it’s no longer just about buying a slot during the evening news. Television advertising has expanded into a dynamic ecosystem of platforms, each with unique benefits depending on your audience, goals, and budget.

Below, we break down the three primary ways to get your ad on TV, and how each TV advertising platform can work for your business.

1. Broadcast TV: The Classic Powerhouse

Broadcast TV advertising refers to the big four networks: ABC, NBC, CBS, and FOX. These are the channels you pick up over the air or through basic cable packages, and they follow set programming schedules throughout the day and week.

Broadcast is ideal for:

• Reaching a broad audience at once
• Local news and live sports placements
• Prime-time shows with high viewership

Because of its wide reach and premium content, broadcast TV tends to come with a higher price tag. However, if your brand wants maximum exposure across a general audience — such as launching a new product, building brand awareness, or promoting an event — this can be an excellent investment.

2. Cable TV: More Channels, More Focus

Cable networks give advertisers the opportunity to narrow in on specific interest groups. Whether it’s HGTV for home improvement lovers or ESPN for sports fans, cable offers channels that align with defined viewer preferences.

What makes cable advertising appealing:

• Segmented audiences with niche interests
• On-demand and DVR options that increase ad replay potential
• Greater affordability compared to broadcast

Cable TV advertising is a great fit for businesses looking to connect with particular lifestyle demographics or geographic areas. It gives you the flexibility to spend smarter by choosing networks that align with your customers.

3. OTT Streaming: The Future is Now

OTT (Over-the-Top) streaming delivers TV content directly via the internet on platforms like Hulu, Roku, YouTube TV, and many others. Viewers are watching on smart TVs, mobile devices, laptops — basically, wherever they are. In fact, more than 88% of households now subscribe to at least one streaming service.

OTT streaming ads are considered the “trifecta” of advertising for a reason:

• Highly targeted down to age, gender, income, interests, and even lifestyle choices
• Geographically flexible, whether you’re aiming local or going nationwide
• Always-on availability, from live streaming events to binge-worthy series

OTT advertising goes a step beyond traditional demographics. You can tailor your message to reach homeowners who drive electric vehicles, pet owners shopping for premium brands, or recent college grads in major metro areas. It’s precise, flexible, and gives you control like never before.

So, Which Option is Best for You?

The team at PRA helps clients determine the right strategy based on budget, business goals, and target market. Some campaigns benefit from the mass appeal of broadcast, while others thrive on the focus and flexibility of cable or OTT streaming. In many cases, a smart mix of all three delivers the best results.

Ready to get your message on screen to your ideal audience? Let’s build your media plan together — and make sure your ad reaches the right audience, at the right time, on the right platform.

Contact us today to get started.