TV Isn’t Just for the Big Brands
Think of the ads you remember from growing up. The Raya ones that made the whole family tear up. The jingle you can still sing in the shower. Chances are, you saw them on TV, probably while eating dinner with your family.
Many business owners assume television is out of reach, too expensive and too complicated. It’s more approachable than you’d think. If you’ve been wondering how to advertise on television without feeling lost, here’s a simple step-by-step guide.
Why Television Still Works
TV is still part of daily life for many Malaysian households. Families gather for the evening news, drama slots, sports and festive specials. A few reasons businesses still use it:
- Sight, sound and story. You can show your product, tell a story and add music, all in one go.
- Shared viewing. Families often watch together, so one ad can reach several people at once.
- Credibility. Many people feel a brand that appears on TV is established and trustworthy.
- Reach. A single channel can speak to a very wide audience, from kampung to city.
Step 1: Set a Clear Goal
Before anything else, decide what the ad is for. Are you:
- Introducing a new brand or product?
- Promoting a seasonal sale or festive offer?
- Getting people to visit a new outlet?
- Building your name over the long term?
Your goal shapes everything else, from the message to the channel. A launch might need a big burst of airtime. A steady brand-builder might run longer at a lighter pace.
Step 2: Know Who You’re Talking To
Malaysia is a mix of languages and viewing habits, so “everyone” is not an audience. Think about who your customers are:
- Which language do they watch in: Malay, Mandarin, Tamil or English?
- Are they young adults, parents, or older viewers?
- When are they home and watching?
A tuition centre targeting parents might think about evening and weekend viewing. A sports brand might think about match nights. The more specific you are, the less airtime you waste.
Step 3: Choose Your Channel and Programme
Not all channels are the same. Broadly, you’ll be choosing between:
- Free-to-air channels, which can reach a wide, mass audience.
- Pay-TV channels, which often focus on specific interests like news, sports, kids or lifestyle.
- Streaming and connected TV, which can suit brands that want a more targeted, digital-style approach alongside traditional TV.
Then think about programmes and time slots. Prime time is popular but busy. Other slots may suit smaller budgets or niche audiences. Listen to your audience first: watch what your customers watch, then match your ad to it.
Step 4: Plan Your Budget
TV costs vary a lot depending on the channel, the time slot, the length of your ad, how often it runs, and how much you spend on making it. Rather than guess a number, share your budget range early with a media partner and ask them to build a plan around it. A smaller, well-planned campaign usually beats a rushed, expensive one.
Two things to ask about:
- What’s included in the airtime package?
- What are the production costs on top of airtime?
Step 5: Create an Ad That Works
A TV ad has a lot to do in a short time. Most run for 15, 30 or 60 seconds, so keep the message tight.
- Open with a hook. You have a few seconds to stop people from reaching for their phones.
- Tell one story. One message, one offer, one idea.
- Show, don’t just tell. Use visuals to do the explaining.
- Say your name clearly. Repeat it, and show your logo.
- End with one action. Visit, call, WhatsApp or search for you online.
- Think about sound. Many people hear the ad from the kitchen, so make sure it works even if they aren’t looking at the screen.
Here’s a made-up example to show the shape. A small bakery, “Rasa Kita”, opens with a family rushing out the door in the morning, tosses in a quick shot of warm bread, a friendly line like “Sarapan siap, kita gerak!”, and ends with the shop name and address. It’s simple, relatable and easy to remember. (The bakery and the line are fictional.)
Step 6: Plan the Schedule
When and how often your ad runs matters as much as how good it is.
- Run it long enough. One airing won’t stick. Repetition is how people remember you.
- Think about timing. Festive periods are busy, so book early if you want a spot before Raya, CNY, Deepavali or year-end.
- Keep the message consistent. Don’t change the ad every week, or people won’t recognise it.
Step 7: Track What Happens
TV isn’t as easy to measure as a click, but you can still see signs of progress:
- Use a special promo code or WhatsApp keyword that appears only in your TV ad.
- Ask new customers, “How did you hear about us?”
- Watch for more searches for your brand name, more calls and more walk-ins while the ad runs.
- Compare these numbers to the weeks before your campaign.
Use what you learn to adjust the next round, whether that’s the channel, the time slot or the message.
Common Mistakes to Avoid
- Trying to say too much in too little time
- Choosing a channel because it’s popular, not because your customers watch it
- Running the ad for too short a period
- Forgetting a clear call to action
- Skipping the planning and rushing into production
Pair TV with Other Media
TV works even better as part of a bigger plan. Someone who sees your ad at home, then spots your digital billboard on the way to work, then sees you again on social media, is much more likely to remember you. Keep the message and look the same across everything, so each touchpoint adds to the last.
Ready to Roll Camera?
You don’t need to be a household name to advertise on television. You need a clear goal, a defined audience, the right channel and a simple message that people remember. Take it one step at a time, and it gets a lot less intimidating.
If you’d like help working out which channels and slots suit your business, the team at Avyan is happy to chat. Drop us a message anytime. No hard sell, just a friendly conversation about whether you should advertise on television and how to do it well.