However, television ads can be very effective when used correctly. Television is a visual medium, so make your ads visual. In general, the more people who watch a particular time slot, the more you will pay for an ad in that slot. You don't want just large numbers of people to see your ads, you want large numbers of the right people. Make sure that the station and the program where your advertising is placed will be watched by your target audience.
Every station has independent surveys to detail past audience demographics.
It is equally important to pick the right advertising account executives to work with. Although their job is to sell ad space, more and more of them are actively involved with an ad's creative process. Ask about their formal training and find out how much experience they have in this medium. Ask for names of satisfied customers. Ask about their experience developing ads for your specific markets.