What are some of the disadvantages of television advertising?

Television offers high reach potential and relatively low CPMs, but in real spending terms it is very expensive. The cost of a prime time 30-second commercial on the CBC can be as high as $52 000 while on the CTV network it can be as high as $65 000(e.g., during a leading show such as The Big Bang Theory), though the average costs are not nearly that high. In addition to the cost of media time, television advertising involves high production costs; the cost for a finished 30-second commercial ranges between $150 000 and $250 000. Network promos at every break that plug upcoming shows add to the clutter. Too much clutter negates much of the reach potential of television. For advertisers with target markets precisely defined in terms of a combination of demographic, psychographic, and geographic variables, the use of television advertising is wasteful, since the message reaches many people outside the target definition. Creative limitations, commercial avoidance and audience fragmentation are also problems with television advertising. Finally, there is a long lead time to purchasing television spots and network contracts are usually non-cancellable.  Consequently, there is little flexibility in planning.

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