Definitive Guide:
Improving Broadcast Ad Performance



TV commercials remain a powerful advertising medium that can reach a wide audience and generate a significant return on investment (ROI). To create effective TV commercials that maximize ROI, follow these best practices:

Create an Emotional Connection with Viewers

Creating an emotional connection with viewers is a powerful way to make your TV commercial more memorable and impactful. Here are different types of emotional connections you can aim for, along with examples:

Happiness and Joy:
Evoking feelings of happiness and joy can create a positive association with your brand. Examples include Coca-Cola’s holiday commercials featuring families coming together, sharing moments of joy, and enjoying the festive season.
Tapping into nostalgia can trigger strong emotions and create a sense of familiarity and comfort. For instance, McDonald’s often utilizes nostalgia in their commercials by featuring beloved characters like Ronald McDonald or highlighting their classic menu items.
Inspiration and Empowerment:
Inspiring and empowering commercials can resonate deeply with viewers, motivating them to take action or embrace a certain mindset. Nike’s “Dream Crazy” campaign featuring Colin Kaepernick aimed to inspire viewers by highlighting the power of believing in something and taking a stand.
Sadness and Empathy:
Provoking sadness or empathy can be a powerful way to create a connection, especially when addressing social issues or causes. The ASPCA’s commercials featuring abandoned animals and their plea for support are designed to evoke a strong emotional response and drive viewers to take action.
Surprise and Delight:
Surprise viewers with unexpected twists or moments of delight to create a positive emotional experience. A notable example is the “Puppyhood” commercial by Purina, which surprises viewers with a heartwarming story of a man and his adopted puppy, creating an emotional connection through shared experiences.
Fear and Urgency:
While not suitable for all brands, fear can be used strategically to grab attention and create a sense of urgency. Insurance commercials often incorporate fear elements to emphasize the importance of protection and preparedness.

Remember that the key to creating an emotional connection is understanding your target audience and crafting a story or message that resonates with their aspirations, fears, or desires. By tapping into the right emotions, you can create a lasting impact and make your TV commercial more memorable and effective.

Know Your Target Audience

Audience Research:
Conduct thorough audience research to understand the demographics, interests, and preferences of your target audience. Tailor your TV commercial to resonate with their needs and desires.

Craft a Compelling Story and Message

Develop a compelling story that engages your audience emotionally. Use storytelling techniques to create an emotional connection and leave a lasting impact.
Unique Selling Proposition (USP):
Clearly communicate your brand’s unique selling proposition in a concise and memorable manner. Highlight what sets your product or service apart from competitors.

Grab Attention within the First Few Seconds

Hook the Viewer:
Capture the audience’s attention within the first few seconds of the commercial. Use striking visuals, intriguing narratives, or unexpected humor to make an immediate impact.

Show, Don’t Just Tell

Visual Appeal:
Utilize visually appealing elements such as high-quality production, compelling cinematography, and captivating visuals to enhance the commercial’s effectiveness.
Demonstrate Benefits:
Showcase the benefits and features of your product or service through visuals, demonstrating how it solves a problem or enhances the viewer’s life.

Keep it Concise and Memorable

Keep the message clear, concise, and easily understood. Avoid overwhelming viewers with excessive information or cluttered visuals.
Memorable Tagline:
Create a memorable tagline or catchphrase that encapsulates your brand’s message and leaves a lasting impression on viewers.

Use Testimonials and Social Proof

Customer Testimonials:
Incorporate genuine customer testimonials that highlight the positive experiences and results they’ve had with your brand. Social proof can increase trust and credibility.
Influencer Endorsements:
Collaborate with relevant influencers or celebrities who align with your brand’s values and target audience to endorse your product or service.

Incorporate a Strong Call to Action (CTA)

Clear CTA:
Include a clear and compelling call to action that tells viewers what action to take next. Whether it’s visiting a website, calling a phone number, or making a purchase, make the next step explicit.

Optimize Media Placement and Reach

Targeted Time Slots:
Identify the most relevant time slots and TV channels to reach your target audience effectively. Consider peak viewing hours and program genres that align with your target market.
Regional Targeting:
Utilize regional targeting to focus your commercial on specific markets or geographical areas where your product or service is available or has higher demand.

Measure and Analyze Performance

Data Tracking:
Implement mechanisms to track the performance of your TV commercial, such as unique URLs or phone numbers, to measure the response and effectiveness.
ROI Analysis:
Analyze the campaign’s ROI by comparing the commercial’s impact on sales, brand awareness, or other defined metrics against the associated costs.


By following these best practices, you can create TV commercials that effectively engage your target audience, deliver a strong message, and generate the best possible return on investment. Remember to continuously assess and refine your strategies