You don't necessarily need the most expensive stations. Find a good soft rock and a country western station and dominate them. For most retailers, TV is a luxury in which they cannot indulge. More and more clutter, fragmentation, and rising costs make TV out of reach. It takes 5 or 6 impressions to make a commercial effective, and this is costly.
People listen to radio stations but they watch TV programs.
Many use the mute button during commercials. If you buy TV, stay away from the expensive spots and get the daytime soaps and talk shows. Also, narrowcasting cable can be reasonable. We devoted an entire issue to People Media last year because it is the most cost effective, powerful and productive media. Yet, most people have never heard of it.