A few years ago, advertising on television was a privilege reserved for large corporations with million-dollar budgets. Small and medium-sized businesses didn't even consider this option because the costs seemed unattainable and the process too complex. But the landscape has changed radically. Connected TV and streaming platforms have opened doors that were previously locked tight.
If you are thinking about advertising on television, you are probably wondering where to start, how much money you need, and if it is really worth it for your business. The short answer: yes, it is worth it, but you need to understand the rules of the game. Television remains one of the media with the greatest reach and emotional impact. A well-executed ad can position your brand in the minds of thousands of people in a matter of seconds.
The interesting thing is that you no longer need to contact intermediaries or sign long-term contracts to appear on screen. Platforms like Pluto TV, Roku, and other streaming services allow businesses of any size to launch campaigns with flexible investments. In fact, some options start at $0.01 MXN per view, something unthinkable just a decade ago. This article will guide you step-by-step through the entire process: from understanding the available formats to calculating your return on investment.
Benefits of television advertising for brands
Television generates something that other media simply cannot replicate: a deep emotional connection. When your ad appears on the biggest screen in the house, while the family is gathered watching their favorite show, the impact is different from a banner that is ignored on a cell phone. Attention is more complete, the message is processed better, and brand recall increases significantly.
Another benefit that many underestimate is instant credibility. Appearing on television positions your brand as established and reliable. Consumers assume, consciously or unconsciously, that if a company can afford television advertising, it must be serious. This legitimacy effect is particularly valuable for new or unknown businesses looking to earn the public's trust.
Mass reach remains a powerful argument. According to data from marketinginsiderreview.com, cable television maintained a 24.4% share of the total audience in January 2025. This represents millions of potential eyes on your message. And when you combine traditional television with streaming, the possibilities for targeting and reach multiply.
Television also allows for more comprehensive storytelling. You have audio, video, motion, and time to develop a message. You can show your product in action, evoke emotions with music, and create narratives that connect with your audience. No other advertising format offers this combination of creative elements in a single space.
Types of TV advertising formats
Traditional spots and sponsorships
The traditional spot is the most well-known format: a 15, 20, or 30-second commercial that appears during commercial breaks. It is direct, allows for total control over the message, and works well for almost any goal, from building awareness to promoting specific offers. The most common duration in Mexico is 20 seconds, although 30-second spots allow for better storytelling.
Sponsorships work differently. Your brand associates with a specific program, appearing at the beginning, during, or at the end with mentions such as "This program is brought to you by..." Sponsorship creates a more organic connection with the content and the program's audience. If you sponsor a cooking show, for example, your appliance brand benefits from that thematic association.
The cost varies significantly depending on the program and the time slot. A 20-second spot on a popular primetime show can cost anywhere from several thousand to tens of thousands of pesos. To give you an international reference, according to visualservice.es, a 20-second spot during popular programs in Spain can reach €11,000.
Product placement and live mentions
Product placement involves integrating your product into the program's content. A soap opera character using your brand of coffee, a news anchor with your laptop visible on the desk, or a reality show contestant mentioning your service. This format is less intrusive because the product appears naturally within the narrative.
Live mentions are particularly effective on morning and talk shows. The host speaks directly about your product, sometimes demonstrates it, and recommends that the audience try it. The presenter's credibility is transferred to your brand. This format works especially well for products that require explanation or demonstration.
Both formats have a variable cost that depends on the program, the duration of the exposure, and exclusivity. They generally require direct negotiation with the production team or the television station, although some streaming platforms are simplifying this process with more accessible options.
Key steps to launching a television campaign
Defining the target audience and selecting channels
Before spending a single peso, you need absolute clarity on who you want to reach. It is not enough to say "adults aged 25 to 45." You must define: what programs does your ideal customer watch? What time are they in front of the television? Do they prefer broadcast TV, cable, or streaming? What type of content do they consume?
Channel selection depends directly on these answers. If you sell home products, morning and talk shows may be ideal. If your audience is young professionals, streaming and specialized cable channels will likely perform better. Do not make the mistake of choosing channels just because they are popular; choose the ones your specific audience actually watches.
Streaming platforms like Pluto TV and Roku offer targeting advantages that traditional television does not. You can direct your ads by geographic location, interests, and viewing habits. This precision reduces wasted investment and significantly improves your campaign results.
Spot production: Creativity and technical aspects
Producing a television commercial used to require huge crews and six-figure budgets. Today, things are different. An effective spot for streaming can be produced with more accessible equipment, provided you maintain professional audio and image standards. Creativity matters more than production budget.
Basic technical requirements include: a minimum 1080p resolution, clean and well-mixed audio, and formats compatible with the platforms where you will be advertising. Most television stations and streaming platforms have published technical specifications that you must follow to the letter. A video rejected due to technical issues will delay your entire campaign.
Your message must be clear and direct. You have seconds to capture attention, communicate your value proposition, and leave a memorable impression. Avoid cluttering the spot with information; focus on a single main message. Always include a clear call to action: visit your website, call this number, or look for the product in stores.
Media planning and ad buying
Media planning determines where, when, and how often your ad will appear. A good plan considers optimal frequency: how many times your audience needs to see the commercial to remember it and take action. Generally, a minimum of three exposures is recommended to generate recall, though this varies depending on the product and the message.
Buying ad space on traditional television usually requires negotiating with the station or working with a media agency. Prices are based on the program's rating, the time slot, and advertiser demand. High-demand seasons like Christmas or El Buen Fin have higher prices.
Self-service streaming platforms simplify this process dramatically. You can set up your campaign, establish your budget, and launch in a matter of minutes, without intermediaries or complicated contracts. This flexibility allows you to test different strategies with small investments before scaling what works.
Factors that determine advertising costs
Time slots and audience levels (Ratings)
The rating is king in television advertising. It measures what percentage of the potential audience is watching a specific program. The higher the rating, the higher the cost of the ad space. A program with a 15-point rating will cost significantly more than one with 5 points because you are reaching more people.
Time slots are generally divided into: early morning, morning, afternoon, prime time, and late night. Prime time, which in Mexico typically runs from 7:00 PM to 11:00 PM, concentrates the largest audience and the highest prices. A spot in this slot can cost several times more than the same space at 6:00 AM.
A smart strategy isn't always to go for prime time. If your budget is limited, less competitive time slots can offer a better cost-benefit ratio. A morning show with a loyal audience of homemakers may be more valuable for certain products than a star-studded program with a scattered audience.
Seasonality and special events
Television advertising prices fluctuate according to the season. The first quarter of the year usually has lower prices because many advertisers exhausted their budgets in December. The last quarter, especially November and December, has the highest prices of the year due to the concentration of Christmas and El Buen Fin campaigns.
Special events like the Super Bowl, Mexican national team matches, or Liga MX finals carry premium pricing. The audience skyrockets, but so does the cost per second. These events can work for brands with large budgets looking for instant massive impact, but they are generally not the best option for SMEs.
It is interesting to note that, according to elpublicista.es, investment in television advertising showed a 5.9% decrease in the first half of 2025. This reflects how the market is evolving toward digital and streaming options, where costs can be more accessible.
Differences between broadcast and pay television
Broadcast television offers the greatest possible reach. Channels like Televisa, TV Azteca, and local options reach practically every home with a television. They do not require a subscription, which means broader but also more diverse audiences. The demographic profile tends to be more general.
Pay television, including cable and streaming, allows for greater segmentation. Specialized channels attract audiences with specific interests: sports, cooking, documentaries, movies. If you sell sports equipment, advertising on a sports channel makes more sense than doing so on broadcast television, where your message reaches many people who have no interest in your product.
Streaming and connected TV represent the latest evolution. Platforms like Pluto TV and Roku combine the reach of television with the targeting capabilities of digital marketing. You can direct your ads to specific users based on their location, interests, and viewing behavior. Entry costs are significantly lower than in traditional television.
Digital advertising investment continues to grow rapidly. Data from infoadex.es shows that digital advertising reached over €5.584 billion in 2024, with a growth of 12.2%. This shift toward digital includes television streaming, which combines the best of both worlds.
How to measure return on investment (ROI) in TV
Measuring the ROI of traditional television advertising has always been complicated. You cannot click on a TV commercial to track conversions directly. Classic metrics include brand recall studies, attribution surveys, and analysis of sales lift during and after the campaign.
A common technique is to use exclusive promotional codes for television. If your spot mentions "use code TV20 to get 20% off
