TV Advertising Demystified: Insider Secrets for Business Growth

Most business owners believe TV advertising is reserved for corporate giants with bottomless budgets. Kurt Edwards knows better. In this episode of the Business Growth Podcast, powered by Action Coach UK, we reveal how businesses of any size can leverage TV advertising to build trust, scale rapidly, and achieve extraordinary results.

Kurt Edwards brings over 20 years of media experience leading business development for the UK's most iconic media brands. Now working with AdSmart from Sky, the world's leading addressable TV platform, he shares exactly how modern TV advertising has transformed to level the playing field for small businesses.

What You'll Learn:

Why TV Advertising Builds Trust:

Discover why trust has become the second most important factor in consumer purchasing decisions post-pandemic, and why TV remains the most trusted advertising environment whilst social media ranks as the least trusted.

The Real Cost of TV Advertising:

A six-week TV campaign on Sky starts at just £3,000, with creative production around £2,000. Kurt shares a case study of a local bed retailer spending just £1,000 per month who saw customers mentioning his TV ads within two weeks, compared to eight years of Facebook advertising where not a single customer ever mentioned seeing an ad.

Sophisticated Audience Targeting:

With Sky's access to 9 million customers and approximately 1,200 data points per customer, small businesses can now target audiences with surgical precision using data matching—competing on the same playing field as multinational corporations.

The Science of Creative Effectiveness:

Learn about System One research on "The Price of Being Dull" and the concept of "Compound Creativity" that explains why the best brands stick with what works rather than constantly chasing creative refreshes.

10-Second vs 30-Second Creatives:

With attention spans now between 10 and 20 seconds, discover how brands are creating impactful short-form content alongside traditional formats.

The Power of Audio Branding:

Fascinating research on sonic logos and how music influences consumer behavior in ways people don't consciously recognize.

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