TV advertising is becoming more and more accessible to businesses of all sizes. Once the reserve of big corporations—with big budgets to match—UK TV networks and digital channels are starting to provide more opportunities for smaller businesses to get their message out there.
At the same time, businesses who’ve never chosen to run a TV advert find themselves with questions about how to start a TV advertising campaign: how to start, where to advertise, and—crucially—how much will it cost to advertise!
At The Bank, our media buying experts have extensive experience getting our clients’ TV adverts in front of the right target audience. And in this article, we’re going to shed some slight on the factors that contribute to TV advertising costs and TV advertising packages. Keep reading to learn more, or give our team a call today!
How Much Does It Cost to Advertise on TV?
Audience Size and Time Slot
TV advertising costs are largely influenced by audience size and the time slot that the ad is shown.
The prime-time slot, which is the most expensive, is typically between 8 p.m. and 11 p.m. Monday through Saturday, and 7 p.m. to 10 p.m. on Sundays.
The daytime TV slot, which is the least expensive, is typically between 6 a.m. and 6 p.m. Daytime shows like Good Morning Britain or This Morning have a large viewership, but as they’re shown during work hours, they will have a different target audience to an evening show. This can help bring down TV advertising cost.
The influence of TV advertising is also based on the station where the ad is shown. For example, a commercial shown on a popular prime-time show on a major network will cost more than one shown on a less popular show on a smaller network. ITV advertising costs, for example, are frequently higher than smaller digital channel costs – including Sky channels. Sky costs more for premium channels like Sky Sports – with event TV – but can cost much less outside of peak time slots and on popular channels with a more average channel viewership.
Broadcast channels tend to be more expensive than smaller digital channels as they generally offer wider reach and reputability. A TV advert campaign running on Channel 4 might benefit from Great British Bake-Off inventory, an ad slot that is viewed by millions. A straightforward TV commercial on the Horror Channel start at much less cost, as the specific audiences are much more niche, however this can create a valued brand recognition within your niche and a much more direct response from customers – making it cost efficient.
Running a TV Ad Campaign: The Benefits and Drawbacks
TV advertising has a number of benefits, including:
- Wider reach: A TV advert can potentially be seen by millions of people, which is much more than most other forms of advertising.
- Greater credibility: As TV is a highly trusted medium, an advert on TV can lend your business a great deal of credibility
- More engaging: Thanks to the moving image, sound, and colour, TV advertising is much more engaging than other forms of advertising, such as print.
However, there are also some drawbacks to TV advertising, including:
- High cost: TV advertising costs can be expensive, especially if you want to advertise during peak timeslots and particularly if you’re just starting out.
- Requires creative expertise: Producing a high-quality TV advert requires creative expertise and a good understanding of the medium
- Difficult to measure: It can be difficult to measure the success of a TV advert, as you cannot track how many people have seen it or interacted with it in the way that you can with other forms of digital advertising.
The Bank: The Future of TV Advertising
The future of TV advertising is uncertain, but it is likely that the medium will continue to be an important part of the marketing mix for many businesses. As technology evolves, new platforms and delivery methods for TV ads are likely to emerge, which could provide additional opportunities for businesses to reach their target audiences.
Either way, The Bank is here to help your business navigate this future.
Our TV advertising agency experts are on hand to offer advice and guidance on all aspects of TV advertising, from planning your campaign to buying media space. We’ll work with you to understand your business goals and objectives, and create an effective TV advert that gets results. We’ll also help you lower TV advert cost through effective planning and production techniques to ensure that costs aren’t the barrier you need to worry about.
To find out more about our TV agency services, or to discuss your specific requirements, give us a call today. We can’t wait to get to work!