How does a local company get their commercial on air?

Jay Rodriguez

Jay Rodriguez

Coffee Member
I always wondered this so figured I'd ask. I have a local company asking me to shoot a commercial for them but not sure how to answer this question once it gets asked.

Thanks
 
They can buy air time from the local cable provider or from individual network affiliates in the area. Just call them and ask to speak to someone in the ad sales department.
 
Just so you know, a lot of these cable companies will shoot commercials for next to nothing, as part of a package to air it. Really puts the screws to us.
 
Capt Quirk said:
Just so you know, a lot of these cable companies will shoot commercials for next to nothing, as part of a package to air it. Really puts the screws to us.
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and the client will get what they pay for... most want to stand out in some way..
 
yeah, the local cable companies will often even shoot the ad for free when a client buys the right slot, or enough quantity of airtime. and alot of clients know that. however, its not a huge stretch for your perspective clients to imagine what thier spot will be like as shot by a local cable company. they are no stranger to crappy local ads. I've actually even told prospective clients about the free or very cheap cable co. ads, and let them know that if they are more worried about getting a good initial price quote than getting a good return on thier investment, that they should just go through the cable co. i then point out that there is a reason why no very successful company is simply advertising through the local cable channel to try and save money. they put millions into advertising.. because it works.. and they make millions more. its not about spending the least amount of money , its about making the biggest return on your investment. its really just a matter of thinking bigger, and working with a production co. that sees your ad as thier ad.. (as in the work that they are doing in your ad is thier own personal work of advertising creativity and take persoanl pride and interest in the impact and results that it carries, as it is added to thier very calling card to show others what they are capeable of in relation to growing thier own business and repetior. your success is thier success. its not just another 1/2 hour slot in which they pump out another little ad) in the wolrd of advertising, you dont want to simply throw a pebble at the giant audience, you want a skilled craftsmen to make you a perfect arrow thats sure to fly straight, and pierce the heart of its target yielding you the best results. its not always neccisariy in direct correlation with the amount of money spent, but in the amount of production talent, market strategy, and client partnership that is key.


anyway.. guess i ranted a little there. but hope someone budding into the ad game finds that useful somehow.
 
sink said:
and the client will get what they pay for... most want to stand out in some way..
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Yes, as long as it's cheap enough. What makes sense in the normal world suddenly becomes a battle to pinch pennies in the end. And yes, they do get what they pay for- exposure. Even if it is cheezy and cheap.
 
As we have learned from some cheap commercials is that they are sometimes so annoying that they are more rememberable than expensive ones.
 
Notlikely said:
As we have learned from some cheap commercials is that they are sometimes so annoying that they are more rememberable than expensive ones.
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"Apply directly to the forehead!"

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I still cant remember what beer the "Man Law" commercials are for. Doenst matter, i drink only 3 brands. Ultras, Coors Light, Bud Light.
 
Just a thought - If you broker the media buy of the commercial with the cable company or the broadcast affiliate, they usually give you a commission from the sale. There are many advertising agencies who make most of their money this way.
 
i shot a commercial for a company BPR parts, local in longisland. Their son was a Editor in an Ad ajency and didnt want his family's commercial to look like the ad for Head on or EJC windows ( Brooklynites know what im talking about). So we made the whole Fride drop happen. The cable coapny was so impressed they supposedly wanted to hire us to shoot more commercials for them. they never called back.... I feel like a one night stand. :(

http://www.youtube.com/watch?v=xpFnRn4lXiI

Thats gotta be better than the "Head on" commercial!!
 
TimurCivan said:
i shot a commercial for a company BPR parts, local in longisland. Their son was a Editor in an Ad ajency and didnt want his family's commercial to look like the ad for Head on or EJC windows ( Brooklynites know what im talking about). So we made the whole Fride drop happen. The cable coapny was so impressed they supposedly wanted to hire us to shoot more commercials for them. they never called back.... I feel like a one night stand. :(

http://www.youtube.com/watch?v=xpFnRn4lXiI

Thats gotta be better than the "Head on" commercial!!
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Timur. That was you? What a great commercial.

As mentioned above, many really over-polished commercials miss their retention and the "local commercials" annoy you into remembering. With this commercial you guys hit it just right. It has a slightly "local" feel to it, but it doesn't take more than a couple of seconds to see that it is VERY professional and intentional, which means you guys hit it from both angles. How often does it work like that? Great stuff.
 
I forgot to talk about the original issue.

If dealing with a client that knows the channel will give them a free commercial, hit them with the thought of paying you to do a better commercial than you're going to get for free and then have them buy up the odds and end ad spots.

If by chance you don't know...a station will sell off un-bought spots for really cheap and if a client buys up a bunch they can get even more of a discount. Sometimes the prices are really ridiculously low and will still play on ESPN and CNN, etc.

So they can spend hundreds or thousands on ads and get a free commercial or they can get a better version with you and get odds and end commercials for $10-50(depending on the area) a showing. Just something to think about.

Sell what you have to sell. Somebody will buy. :)
 
TimurCivan said:
you saw it on air?!?

i never got to see it. i dont live in long island.... :(
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Sorry Timur. I live in Arizona.

I didn't mean I saw it on air and I didn't mean to mislead. I must have seen it in a post here.

I just think it's great on so many levels.

Best,

Jason
 
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