Local TV Advertising: Complete Guide for 2025

by The MNTN Team

9 Min Read

Local TV advertising remains a powerful way for businesses to reach targeted audiences in specific markets, but the landscape is evolving fast. With the rise of Connected TV, advertisers now have more precise targeting, real-time measurement, and cost-effective options that traditional local TV simply can’t match.

This guide breaks down everything you need to know about local TV advertising in 2025, from buying ad spots to leveraging CTV for smarter, data-driven campaigns.

What Is Local TV Advertising?

Local TV advertising is the practice of running commercials on broadcast or cable television networks within a specific geographic area. It allows businesses to reach regional audiences by targeting viewers based on their location, making it ideal for brands looking to drive foot traffic or local sales.

Cable TV Ads vs. Connected TV Ads

Cable TV ads run on traditional linear television networks and reach broad audiences based on scheduled programming, but they lack precise targeting and measurable performance data.

Connected TV ads are served through internet-enabled streaming platforms, allowing advertisers to target specific audiences, track real-time engagement, and optimize campaigns for measurable results.

Benefits of Local TV Advertising

Here’s why local TV ads are a smart investment for local brands:

1. Highly Targeted Geographic Reach

Local TV ads ensure your message is seen by viewers in your specific city, region, or designated market area (DMA). This eliminates wasted spend on audiences outside your service area, maximizing impact.

2. Strong Brand Credibility and Trust

Being featured on local TV stations alongside trusted news and entertainment programming builds credibility. Viewers are more likely to trust and engage with businesses they see on their favorite local channels.

3. Cost-Effective Compared to National

Running ads on local TV is significantly more affordable than buying national airtime, making it accessible for small and medium-sized businesses. With Connected TV, advertisers can further optimize budgets by targeting only the most relevant viewers.

4. Increase Your Store’s Foot Traffic

Local TV ads drive real-world action by reaching potential customers near your business and encouraging in-person visits. Whether promoting a sale, event, or grand opening, TV ads create awareness that translates into foot traffic.

5. Align Marketing With Local Events

Local TV advertising allows businesses to capitalize on regional trends, holidays, and events to make their messaging more relevant. Sponsoring local news, sports, or community programs helps brands integrate naturally into the conversations that matter most to their audience.

How Does Local TV Advertising Work?

Traditional broadcast and cable providers divide regions into Designated Market Areas (DMAs), which segment the country into local TV markets based on viewership patterns, while some providers also allow targeting by ZIP code for even greater precision.

With Connected TV, local advertisers gain even more control by serving ads based on household-level data, ensuring that commercials reach the right audience within their region. Streaming platforms use first- and third-party data to refine targeting, allowing businesses to reach local viewers based on demographics, behaviors, and even past interactions with their brand.

How to Advertise on Local TV

Now that you know the pros and cons of local television advertising, it’s time to dig into how to get your ad on TV.

1. Define Your Goals and Target Audience

The first step is clearly outlining your ad’s goals and identifying your target audience. Begin by asking yourself what you hope to see from your ad. Is it greater brand awareness? Driving up your website’s traffic? Boosting your sales?

Once you’ve settled on your goals, research your ideal audience. Consider basic demographics, such as age, gender, income level, purchasing habits, and media consumption patterns. You can obtain this data through surveys, customer databases, competitor analysis, or website analytics.

2. Create Compelling Ad Creatives

Investing in the creative aspect of your ad goes a long way toward making a lasting impact and communicating your message. Think about local TV ads that have captured your own attention in the past. Was it due to a catchy slogan or jingle? Compelling visuals? Or how about an engaging storyline?

3. Leverage Geotargeting

Geotargeting is key to making sure your ad gets in front of the eyes of the right audience. MNTN Performance TV, for example, offers geotargeting capabilities that allow you to precisely target your audience, down to a single city, region, or even ZIP code — the perfect way to ensure relevance.

4. Set Your Campaign Objectives and Budget

Next is setting up your campaign objectives and budget parameters. You must determine which key performance indicators (KPIs) will help you track your campaign. These can include impressions, conversion rates, and return on ad spend (ROAS). For your budget, you can allocate your resources based on factors like the cost of production, media buying and placement, and data analysis tools. Be realistic so you know you can achieve your desired outcome.

5. Launch and Track Your Campaign

Last, it’s time to launch and track your campaign. Keep an eye on your KPIs and track your performance. For instance, MNTN’s reporting suite lets you measure your CTV ad results in real time, including your ROI and regional impact. Monitor and adjust your campaigns over time to ensure they’re performing how you need them to.

Measuring Local TV Ad Performance

By measuring your ad’s performance, you’ll be able to understand its effectiveness and optimize your campaign. The key marketing metrics to consider when analyzing your campaign’s performance include:

Impressions: The total number of times your ad appears on TV screens, indicating how many potential customers were exposed to your message.
View-Through Rate (VTR): The percentage of viewers who watched your ad in full, reflecting audience engagement and content effectiveness.
Cost per Acquisition (CPA): The average cost to acquire a new customer from your ad campaign, helping assess budget efficiency.
Cost per Completed View (CPCV): The amount paid per fully watched ad, ensuring your spend is going toward engaged viewers rather than skipped impressions.
Return on Ad Spend (ROAS): The total revenue generated from your ad compared to its cost, showing the overall profitability of your campaign.

Best Practices for Advertising on Local TV

By following local TV ad best practices, you can create a more engaging viewing experience for your potential customers.

1. Keep It Local

Local TV ads allow you to engage audiences in hyper-targeted regions, and it’s important to capitalize on that to make an effective ad. Try incorporating local references or landmarks that will connect with viewers on a personal level.

2. Focus on Storytelling

Compelling storytelling will always be one of the most powerful ways to capture an audience’s attention, no matter the medium. Consider using customer testimonials, community events, or your own brand’s origin story to evoke emotion and leave a lasting impression.

3. Include a Clear Call to Action

With any ad, you always want to have an easy way to motivate viewers to take further action. Make sure that your call to action (or CTA) is straightforward to understand, whether it’s asking viewers to call your company’s phone number or encouraging them to visit your website.

4. Keep It Short and Sweet

Thanks to people’s ability to access whatever content they desire at all times, attention spans are shorter than ever. Aim to keep your ad concise and to the point. Avoid including unnecessary information or drawn-out explanations.

5. Be Consistent

Consistency is key to building brand awareness. Make sure your advertising campaigns maintain the same voice, visual identity, and messaging across all platforms. Building a cohesive story (and customer buying journey) will help maximize your effectiveness across all touchpoints.

Local TV Advertising Costs, Explained

Local TV advertising costs can vary widely depending on several factors, including market size, audience demographics, time of day, and whether you’re advertising on linear or Connected TV.

However, some common elements will usually contribute to your overall expenses, such as:

Air Time and Network Selection – Costs vary based on the TV station, time slot, and whether the ad airs on a major network or a local affiliate.
Audience Size and Market Reach – Larger Designated Market Areas (DMAs) and high-demand regions have higher ad rates due to increased viewership.
Ad Length and Frequency – Longer commercials and higher-frequency placements cost more but improve visibility and recall.
Production Costs – Expenses for scripting, filming, editing, and talent fees can add to the overall budget.
Seasonality and Demand – Prices increase during peak advertising periods like holidays, elections, and major local events.

Local TV Ads With MNTN Performance TV

Want to reach local audiences with precision and measurable results? MNTN Performance TV helps you take your local television advertising to the next level with advanced targeting, automated optimization, and real-time attribution. Here’s how:

Hyper-Targeted Local Reach: Deliver your ads to specific ZIP codes or even household-level audiences for maximum impact.
Premium Streaming Inventory: Get your brand on top-tier networks and streaming platforms where engaged viewers are actually watching.
Real-Time Performance Tracking: Measure site visits, conversions, and ROAS—so you know exactly how your local campaigns are performing.
Effortless Campaign Setup: Launch, manage, and optimize local streaming ads in minutes with a fully self-serve platform.
Automated Budget Optimization: Let machine learning fine-tune your spend, ensuring every ad dollar goes further.

Bring performance-driven precision to local TV advertising—sign up today to get started with MNTN’s self-serve software.

Local Television Advertising: Final Thoughts

Local TV advertising offers incredible opportunities for nearby businesses. It’s a way not only to target local audiences for higher profits specifically but also to build your brand and connect with viewers on a more personal and engaging level. By understanding the nuances of local markets, employing best practices, and leveraging the power of CTV technology, you can create a local TV ad that drives growth and finds success in your community.