Mastering the Art of Commercial TV Advertisement: A Comprehensive Guide for Beginners

What is a Commercial TV Advertisement?

Commercial TV advertising is a form of marketing used by brands to promote a product or service through traditional commercials, infomercials, product placements, sponsorships, and more. TV advertisements are shown on nationwide television channels during pre-determined time slots purchased by the commercial’s creators or a professional ad agency. Commercials typically range anywhere from 15 seconds to a couple of minutes, excluding infomercials, which can run up to 30 minutes.

Why is TV Commercial Advertising Important?

TV commercial advertising started in 1941 when the first 10-second commercial was presented by Bulova Watch Company on national television. Since then, it’s become a choice marketing technique for countless brands. Why do brands continue to utilize TV commercial advertising? Outlined below are a few reasons why companies invest in TV advertising, even decades after its start: 

• Brand Awareness and Reputability: TV commercials have a way of sticking with viewers. We all remember Folgers’ famous jingle, “The best part of waking up is Folgers in your cup,” or the countless McDonald’s ads ending with “I’m lovin’ it.” TV advertisements stay with audiences long after the first viewing, and that’s exactly why brands invest in them. Well-done commercials can introduce new products, build trust with existing customers, and reveal a brand’s mission creatively and humorously.
• Demographic Targeting: Understanding the demographics of your intended audience is of prime importance if you want to create commercials that resonate with viewers. Demographic targeting involves personalizing TV ads that attract specific gender, age, and income groups. Ford truck commercials, for instance, often play during football games, highlighting the truck’s powerful capabilities, heightened performance on tough roads, and long-term dependability. Ford understands their target audience to a T—men, both young and old, who are looking for a high-powered pickup truck both for work and play. TV commercial advertisements are one of the top marketing tools brands use to position themselves in front of the exact audience they want to reach.
• Reach and Impact: Brands know how vital it is to connect with their audience on a personal level. TV commercials have a way of personifying the brands we know and love, and that’s exactly why businesses keep creating them. Coca-Cola’s “Share a Coke” campaign is a prime example of the reach and impact commercials can have on viewers. Following the release of Coca-Cola’s “Share a Coke” TV commercials and social media efforts, the franchise printed more than 1,000 names on its products and sold more than 150,000,000 customized bottles. After a decade of decline, the campaign boosted U.S. sales by 2.5%, making the “Share a Coke” idea an instant success. Why did this TV commercial spark massive interest? Coca-Cola leveraged the power of emotional connection with its intended audience and personalized its brand to the nation. This is how TV advertising can build a long-term bridge between businesses and consumers. 

In summary, TV commercial advertising is an effective way to increase your brand’s reputation, connect with your target audience, and market to a specific demographic. The other great news about TV advertising is that there is massive creative freedom when it comes to the production process. Let’s take a look at 5 of the common types of commercials you could make to reach your audience!

5 Types of TV Commercial Advertising

TV advertisements can be delivered in a variety of formats, including bumper ads, product placements, sponsorships, interactive commercials, infomercials, or traditional commercials. Beyond their delivery method, the execution of these commercials can vary greatly, depending on the project’s theme and creative tone. Below, we highlight 5 popular types of commercials that you can make, each with its own style and appeal:

1. Comparison ads are often used by shampoo companies, detergent brands, or service businesses such as mobile phone providers. In comparison commercials, brands use direct or indirect methods to promote their products or services over competition. Brands commonly use parody and humor in comparative commercials to poke fun at competitors and highlight their superior products and services. A comical example of comparative advertising is Mac’s commercial series, “Mac vs PC,” featuring two actors who represented Mac and PCs. With over 60 TV advertisements created, this campaign series was a hit with viewers and successfully poked fun at the superiority of Mac over its competitor, PC laptops.
2. Testimonial commercials are used by a variety of companies to showcase real-life success stories regarding their products or services. Brands will either feature paid actors or real customers who directly communicate with the TV advertisement’s viewers, sharing their positive experiences with the company. Shampoo brands such as Dove and Garnier have used this form of advertising, showcasing various satisfied customers’ reviews on the screen or hiring actors to share how they’ve found success with their products.
3. Narrative advertisements are produced by brands that want to connect with viewers on a heartfelt level. Narrative TV commercials utilize storytelling elements to convey a message to the company’s target audience. Budweiser has applied narrative techniques in several of its Super Bowl commercials, captivating audiences with compelling storytelling. Take, for instance, the “Lost Dog” advertisement, released during the 2015 Super Bowl XLIX. This heartwarming ad, which quickly captured viewers’ hearts, featured an irresistible puppy being reunited with its owner, thanks to the heroic efforts of the famous Budweiser Clydesdales. 
4. Celebrity endorsement ads are used in almost every industry and, although expensive, generate massive payoffs and brand awareness for companies. These commercials could feature multiple celebrities ranging from world-renowned actors to star-studded football players. Dunkin Donuts’ “The DunKings” commercial made a memorable debut during the 2024 Super Bowl LVIII. Starring a famous cast with personalities like Ben Affleck, Matt Damon, Tom Brady, Jack Harlow, and Jennifer Lopez, this ad easily secured its position as one of the top Super Bowl ads of the year.
5. Before-and-after TV commercials are generally the types of ads that laundry detergent companies, pharmaceutical brands, and weight loss programs use to engage with potential customers. These TV advertisements show viewers how a brand’s product or service can create a positive difference in their lives. For example, VEOZAH™, a prescription treatment for hot flashes and night sweats, starts its ad with women struggling with annoying hot flashes. The story quickly shifts to, with the help of their product, these women enjoying their lives that are now uninterrupted by hot flashes and night sweats.

Do you have a favorite type of TV commercial advertisement? Once you’ve decided on the type of TV ad you’d like to make, you can start the process of producing it! 

How to Make a Commercial and Get It on TV in 4 Easy Steps

After reading about the benefits of TV advertising and various types of commercials, do you feel inspired to create your own? Here are 4 steps to follow if you want to make a show-stopping commercial TV advertisement showcasing your brand:

1. Brainstorm ideas and start scriptwriting

The first step in creating a TV commercial is to figure out what you’re advertising, who you’re marketing to, and how you want to communicate your message to viewers. During this stage, you can reference to the types of TV ads we outlined above and explore various methods of advertising your product or service to your target audience. Decide if you’d like to take a more humorous approach, or perhaps you want to tell a story to viewers and build an emotional connection with them. Write out ideas you have, seek out inspiration from other brands, and hone in on how you can uniquely promote your brand.

After you’ve brainstormed, you can start the process of scriptwriting! Writing a script for your commercial will set the tone for the rest of your creative production, so take your time and be intentional with what you include. When writing your commercial script, it needs to contain the correct pacing, tone, and direction for your advertising goals. Countless brands also stick to a theme or character within multiple commercial TV advertisements, and you can include this within your script! 

2. Hire a crew and plan the production

Following scriptwriting, you’ll need to hire a crew and begin the pre-production stage of TV commercial advertising. Here’s a list of the roles you’ll most likely need to fill when filming and producing a commercial:

• Producer(s)
• Director(s)
• Cinematographer
• Editor
• Production Designer
• Audio Engineers
• Key Grips
• Actors
• Advertising Managers

Once you’ve established a solid crew, you can start planning how to film and edit the TV commercial. This could involve creating a storyboard, refining the script, creating a production schedule, and location scouting. During this time, it’s vital to simplify your TV advertisement as much as possible. After all, with only 30-60 seconds available, you have limited time to portray your brand’s product or service on screen. Add your brand’s signature colors, slogans, and other markers to the commercial so that your company is easily identifiable to viewers.

3. Shoot and edit the footage

Now it’s time to gather your film crew and start shooting your TV commercial! Try to showcase your product or service as much as possible throughout the advertisement. One strategy to accomplish this is by involving a wide shot of every product or service your brand offers. For example, if you are selling multiple electronic devices, instead of just showing one phone or tablet, include a broad shot of your entire electronic lineup so potential customers can see all your offerings at once. 

After filming wraps up, compile the footage into the perfect TV commercial advertisement that expertly represents your brand. Post-production tasks vary from project to project, but make certain that you’re sticking to your brand’s overarching identity in the editing process. Add in music or fun motion graphics that will engage the audience and keep their attention on the screen.

4. Get your commercial on TV

Let’s say you’ve successfully filmed and edited your advertisement, and you’re happy with the outcome. So, how do you get a commercial on TV? You have to buy an advertising time slot from your local broadcast station or cable provider. The other option is to hire an ad agency that will negotiate and purchase ad slots for your brand. Hiring a professional can be extremely beneficial if you’re advertising in multiple regions or even nationwide. Here are a few things to consider when buying air time for your TV commercial advertisement: 

• Pick a time and channel that will help you reach your target audience. Research the demographics of your intended customers, and find the best time and place to meet them on the television screen!
• Consider your budget when booking air time. Popular nationwide networks that feature commercials will charge exponentially higher than local stations with smaller viewerships. Take a look at your budget and plan accordingly!
• Air your commercial for 2-3 months before switching it up. This time frame ensures viewers will become familiar with your product or service but won’t tire of seeing the same TV advertisement. After 2-3 months, it’s time to create a new commercial that wows audiences!

Getting your commercial on TV doesn’t have to be tricky if you prepare ahead of time and have an end goal in mind! 

Hire A Commercial Production Company Near You

Let’s say you want to share your brand’s message with the world but don’t have the resources or time to make a commercial TV advertisement. That’s when Avalanche Studios steps up! Our team of producers, directors, and creatives have years of experience creating humorous and persuasive commercials for a variety of clients. Over the years, we’ve worked with top-notch brands such as KSL, Americas First Credit Union, Utah.com, Pro Football Hall of Fame, and more to deliver engaging commercials and creative productions. 

Our creative studio is packed with everything you need, from the highest quality film equipment to a full crew of award-winning editors and filmmakers ready to make your vision a reality. Don’t wait to make a TV commercial advertisement that entices your target audience and connects with them personally. Request a quote from Avalanche Studios’ team today, and get started with our professional commercial advertisement creators.