Rich Peterson told government recruiters that broadcast advertising allows employers to create a greater sense of reality, immediacy and enthusiasm through sight, sound, and or motion. It reaches a passive audience that might not otherwise be exposed to your message in the more traditional realm of print/classified advertising.
Although broadcast as a medium is generally considered "intrusive", "repetitive", and "annoying", these are actually the most important aspects of this medium--more likely to catch people off guard and command their attention so as to actually imprint the idea of changing jobs in their minds.
This kind of advertising conjures thoughts of multi-million dollar expenditures carried over to every corner of the country, but it is actually quite cost effective when pitted against the expenditure of running print ads repeatedly and simply reaching the same stale audience. In addition, broadcast buys, especially cable TV, where it is highly regionalized due to signal frequency/range, can be purchased with almost pinpoint accuracy with regard to desired demographics. Cable outlets and networks are willing to work with you and are hungry for your business.
Compared to industry standards in the public and private sector, the value of the your company communications contract is substantial. As in any government agency, it is important to keep in mind the taxpayers’ interest in accomplishing the mission of the agency while effectively managing the funds appropriated.