Since you are a smaller business, television advertising is probably a less likely option for you. Of course, as a medium you can demonstrate your product in action; so, if you are a highly innovative business, you can show the features and benefits of your concept. With the advent of channels such as YouTube and Vimeo, amongst others, you can now keep your advert for much longer, and connect it to other channels such as social media and websites.
With the advent of digital media, many TV providers now give the option of recording their programmes to be viewed at a later time. Beware of this. When viewers playback recordings they will tend to skip through the advertisement which obviously you do not want.
There are benefits too. There is a much greater number of digital TV stations, so you may find one which is local that your target customers watch, or perhaps one TV station which is directed at your clients and their hobby or interest. Advertisers are getting cleverer with the way that they actually slot ads into free digital TV, and this is something that you might want to talk to the media owner about. One thing is for sure, there are lots of opportunities out there.