BOSTON ( TheStreet) -- At a time when LCD screens compete for our attention, television isn't the king it used to be.A total of 62% of advertisers say TV advertising isn't as effective as it used to be, according to a recent report by the Association of National Advertisers and Forrester Research ( FORR), which surveyed 104 executives from companies such as Cisco ( CSCO), GlaxoSmithKline ( GSK) and Clorox ( CLX). Last year, advertisers spent 41% of their media-advertising budgets to television, down from 58% in 2008, according to the report. "TV still has a very important role to play," says David Cooperstein, a research director at Forrester, who wrote the study. But in the swamped media landscape, companies, especially small businesses with small budgets, need to think beyond the standard 30-second TV advertisement. Here are a few ways businesses can take advantage of TV without breaking the bank. 1. Go with cable TV. Small businesses may think they're cutting corners by advertising on a local cable channel rather than on a major network. But they're marketing wisely. Small businesses are likely to specialize in a specific product. And if a business sells nothing but garden trowels, choosing to advertise on Home and Garden Television makes more sense than the NBC Nightly News. According to the survey, 78% of big-business respondents said they would be interested in targeting consumers more precisely, by demographics, ZIP code or purchase behavior, and 59% would be willing to pay a premium for it. 2. Keep it short. A total of 52% of respondents disagreed that ads should be 10 seconds or shorter. But small businesses can save money by buying shorter time slots, while still garnering sales. "When I do my advertising, I key in on one specific item," says Dave Ratner, owner of Dave's Soda and Pet City, a chain of pet supply (and soda) stores in Massachusetts. "I like to focus in and try to solve a customer problem: Does your dog have gas? Are your plants dying? It's not about 'we give great customer service,' because every company is going to claim that. The purpose of the ad is you want people to remember you. You don't need a 30-second ad." His business sells "gazillions" of cans of food for gassy dogs based on a 10-second ad, he says.