Understanding how television geo targeting works is key to successful Traditional TV advertising. Unlike digital advertising's precise zipcode-level or household-level targeting, traditional television advertising operates through TV market areas.
Let's explore how TV markets work and why they're so important for your advertising strategy!
What Are TV Markets?
TV markets are geographic regions defined by television viewing patterns - essentially, areas where specific local television stations capture a dominant share of viewing. They are mostly grouped around major metropolitan centers.
Think of it this way: People don't just watch stations from their own city. They watch stations based on their ability to receive a signal from the nearest broadcast towers or cable provider, which could be 50-100 miles away.
How TV Markets Work
The United States has 210 TV markets, ranging from large metros like New York to smaller regional markets. This creates natural viewing zones where:
One central city serves as the media hub
Surrounding towns and rural areas receive the same TV content
Coverage typically extends 50-100 miles from the market center
How Location Targeting in Skybeam Works
In Skybeam, you have two ways to target your TV advertising:
Direct TV market selection - If you know which TV markets you want, select them directly
Geographic selection - Choose cities, states, or ZIP codes, and our system automatically maps them to the appropriate TV markets
How does this mapping work?
When you select a state, city, or ZIP code, our system automatically activates all TV markets associated with that area.
Cities map to their corresponding TV market, which covers a much wider area than city boundaries. Each city belongs to one specific TV market. Same for the ZIP codes – they map to the whole associated TV market.
States often activate multiple TV markets since most states contain several markets. These markets don't follow state boundaries and often extend into neighboring states. For example, the Washington DC TV market reaches into Virginia and Maryland, while the Philadelphia market extends into New Jersey and Delaware.
Advantages of Market-Wide Coverage for your Campaign
Greater value: Each dollar reaches more potential customers across the entire region
Natural audience expansion: Captures commuters, regional shoppers, and surrounding communities
Efficient brand building: One campaign establishes presence throughout the market area
Planning Your TV Campaign
Market Selection Tips
Focus your TV markets on areas where you can maximize impact:
Choose markets where you have physical presence - stores, offices, or service locations
Prioritize markets with distribution capabilities - where customers can actually buy your product
Identify high-concentration markets - TV markets with the highest density of your target audience
Use Market Metrics to Plan Your Budget:
Population size - See how many households each market covers
CPM (Cost Per Thousand) - Understand the cost efficiency of each market
Estimated impressions - Preview how many views your budget will generate
Review these metrics while selecting markets to balance coverage and cost. Markets with lower CPMs or smaller populations may help stretch your budget further while still reaching your target audience effectively.
Geo Targeting: Digital Advertising vs Traditional TV Advertising
Aspect | Digital Advertising | Traditional TV |
Geographic Precision | ZIP code or radius targeting | Market-wide coverage |
Boundary Type | Follows political boundaries | Follows television viewing areas |
Minimum Coverage | Can target single ZIP codes | Entire market areas |
FAQ
Q: What Are TV Markets?
A: Think of TV markets as territories where certain local stations are the go-to channels for viewers in that area.
Q: Why can't I target just my city?
A: TV markets serve entire regions. When local stations air your ad, everyone watching that channel sees it, regardless of their specific city.
Q: How many TV markets are there?
A: The United States has 210 TV markets, ranging from large markets like New York to smaller regional markets.
Q: Can one location belong to multiple markets?
A: Yes, some border areas receive signals from multiple markets, potentially expanding your reach even further.
Q: How do I know which markets I'm targeting?
A: When you select locations in Skybeam, we automatically show you the corresponding TV markets where your ads will be shown.
Q: What's the difference between TV Markets and DMAs?
Bottom Line
Traditional TV advertising works differently than digital - and that's actually an advantage. While you can't micro-target specific neighborhoods, you gain the power of regional reach, making every campaign impression work harder to build your brand across entire market areas.