Although it can be expensive, broadcast frequently offers the best cost per impression in its corresponding geographic areas because of the sheer number of viewers. Traditional in nature, it typically reaches a wide demographic and scores high because of its reach. It can be targeted as well when buying program specific spots that are geared towards specific audiences such women's programming and sports for men. It is often the best choice when you need to reach large audiences efficiently in sizable geographic territories.
What is the difference between Broadcast and Cable TV?
There are many differences, but that largest is Broadcast TV typically reaches a larger, not dividable geography. These geographies can be regional or national depending on the programming. There are not local insertion points for inexpensive local advertising. Broadcast TV is typically transmitted through cable TV and Satellite TV in addition to being available over the air via antenna. Cable TV is national or local programming with local insertion points for local advertising. This allows for local spots to run alongside national spots but they are only seen in their respective local markets. These spots are typically very affordable and pricing is based on the number of viewers in a given geography. The cost per impression is higher but the overall cost is much less than broadcast. This makes the medium very affordable for small local businesses. Cable TV spots are never inserted into Broadcast or Satellite TV.