Limits to Spot Advertising

 The advantages of spot advertising are undeniable. However, not all companies take advantage because of a number of limitations.


Production

To make an advertisement, a company needs a large scale production. Even if it only airs for a short while such as 10 or 15 seconds, it still requires a lot of effort. There is a need for a writer, actors, models, directors, rehearsing, renting locations, retakes, and a lot more. Even if you outsource a production company to finish the project, it can still present a lot of problems. Because of this, it can be very time-consuming and stressful.


Cost and frequency

Other than the hassle of the production process, not many companies can afford to air spot advertisements. It is not practical for a small business to put all their budget in a single ad. This reason is why all the ads you see on the television are mostly by national chains. Advertising is very expensive and buying spots on television and radio is a sure budget buster. If you are not sure which corners to cut to accommodate this big expense, it’s better to forego it.


Even if you make the best ad, it still needs to run a few times a day before people can remember it. Unfortunately, buying multiple spots is costly for most mediums. So if you are not willing to spend for multiple spots, it’s better not to run your ad at all. The more people see your ad, the more they can develop recognition and trust.


Lastly, making even the slightest variation or change in your ad will cost a lot and it’s not as easy as doing revisions for print ads. A television ad needs to be totally or partially shot again. This issue presents a major problem since it is not easy to pick up the action in the initial shoot and maintain the same feel.


Mediums that Use Spot Advertising

Here are the different mediums that accommodate spot advertising.


spot advertising for radio ads

Television

Perhaps the most popular medium for spot advertising is television. Television ads run at specific times and programs. The cost depends on the size of the audience watching it. For example, an ad that runs in prime time, usually from 6 p.m. to 10 p.m., is more expensive than at other times. If a company decides to run its ad during live sports events, they are bound to spend more. This fact is why ads that run during the Superbowl cost a lot. Companies that want to save usually pick the late-night television time slots since they are more affordable. Television ads are also more expensive to produce compared to radio ads.


Radio

Radio ads function similarly to television ads but are significantly cheaper. Spot advertising on radio is purchased with multiple air times. And some spots are more expensive than others. Advertisers can also select how many ads they will play through the course of the day and during which shows. Most programs charge more for an ad spot depending on its listenership. A company is expected to pay more if they want to play their ad during driving hours, which are usually from 5 p.m. to 7.p.m. Just like television, ads played late at night are the cheapest.

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