Overview

Television is a high-impact medium that can cover a large geographic area, a densely populated metro area or a narrow group of viewers with special interests. TV is pervasive, reaching more than 98 percent of U.S. households. Because it offers advertisers the advantage of both audio and video, the cost of TV spots tends to be greater than any other medium, with the possible exception of magazine advertising.

But it’s generally agreed that a TV spot makes a much greater impact on the viewer than any other mass medium. If airtime and programming are carefully selected, TV spots can be a good tool for branding and increasing the public’s awareness for your hospice, or to promote special fundraising events. This is particularly true with cable TV, which can be fairly efficient if a hospice takes advantage of the wide variety of cable networks and syndicated TV programs. The audience is smaller on cable, and more select than for broadcast TV, but the per-spot cost on cable can be far less, also.

Advantages of Television Advertising

• Television allows you to make your selling points visually, verbally and musically at the same time—a powerful combination for communication— if used well.
• Appearing on TV gives your organization instant credibility in the marketplace and allows you to compete with national advertisers for recognition.
• Television makes an excellent medium to point people to your hospice’s Web site. Many people multitask while watching television, and one of those multitasks is surfing the Internet.
• Television also allows you to “show” people the many different facets about your organization. Remember, “Seeing is believing.”

Television Usage Tips

• Don’t try to say too much in 30 seconds. When a national advertiser creates a TV spot, their rule of thumb is to communicate just one crucial message per ad. Local commercials tend to try and cram in as many copy points as possible.
• Use all of television’s capabilities – visuals, the spoken word and music should act as one combined unit that represents your hospice appropriately.
• Some TV shows attract an older, mature audience. Select air times and programs carefully to target your message properly. Also keep in mind that many health and family decisions today are made by middle-aged females in households.
• Take advantage of the ratings accountability and audience measurement tools available with TV in many markets. Always make sure you’re getting the most TV bang for your buck.