TV Media Buying
Planning for TV advertising
Media planning is crucial to the success of your TV advertising campaign. Toast have developed unique relationships with regular partners to ensure the TV ads we create get seen by the right people, at the right time and on the right channels. Before setting out to build a successful TV advertising campaign a solid media planning strategy must be worked out first. Deciding which TV channels offer the best fit with your brand’s demographic makes sure your TV media buying budget is being spent wisely.
Some guide TV media figures
The numbers listed are a guide to the average price paid for a 30 sec TV advert on UK TV networks. Pricing does vary throughout the year.
For ads in shows on ITV:
Good Morning Britain or Lorraine ads cost are around £3,000 – £4,000
Daytime slots on ITV are around £3,500 to £4,500 and peak time slots can cost from from £10,000 to £30,000.
For slots on Channel 4:
A 30-second slot on daytime TV can cost between £1,000 to £2,000 peak rates for shows such as Hollyoaks and Catastrophe are around £10,000 to £20,000.
Channel 5 is cheaper to advertise on than other TV networks:
A slot in daytime normally costs around £800 to £1,600. Peak time ad breaks can be had for £2,500 to £4,500 in shows like Big Brother.
Advertising on Sky:
With their smaller viewing figures Sky’s prices are naturally lower, an ad slot in daytime shows on Sky costs around £150 to £250. Advertising during the peak time costs about £650 to £1,150.
Other digital channels can be a great place to advertise your brand:
Rates for some of the smaller digital channels can be around £50 to £150 for day time up to £150 to £300 for peak time. Great if you know your audience is watching those channels.
From the numbers you can see a TV ad campaign running for a month can easily be had for £70,000 or if you want to target a wider audience you can spend £250,000 and get a great campaign on ITV. Obviously budgets can go up, if you absolutely must get in front of a huge X-factor audience you’re looking at spending millions on media.
Data sourced from Thinkbox and TheDrum
It’s all about the ROI
At Toast we always look to deliver great ROI for our clients. TV advertising has been proved to be the best medium for delivering not only short term returns, with an average of £1.79 returned for every £1 invested in the first 3-6 months. Over time the cumulative effect TV advertising has on your brand’s reach increases this to an average ROI of £4.20 after 3 years.
TV Media Buying
The process of buying media space on TV channels is handled on a client by client basis with TV media buying deals being negotiated between broadcaster and brand owners via a media buying agency. Toast have close links with a number of agencies who we use to handle our media buying process. For larger companies with multiple brands a deal may be worked out where the combined brands media buying budget is pooled together and used to negotiate a discount with the broadcasters.
TV Media Budgets
Information from Thinkbox shows that 60% of TV advertisers spent less than £250K on their TV media buying budgets in 2017. Getting brands in front of huge TV audiences is no longer exclusively for the bigger brands with large budgets. Also advertising your company next to one of the big brands in a TV advert slot does wonders to build trust in unknown companies and is a great way to build mass appeal.
The numbers also show that 1,072 advertisers had a media budget of less than £50k in 2017, TV really is becoming more accessible. This increased affordability contrasts with the changes that have been happening in Pay Per Click advertising where the lack of platform choice has started to drive costs higher, a single click can now cost upwards of £20.
The statistics of TV watching
A report from Thinkbox the TV advertising industry body states that:
The average viewer in the UK watched a total of 3 hours, 51 minutes of TV a day in 2015.
16-24s watch over twice as much TV on other devices than the average viewer.
TV accounts for 76% of video consumption in the UK.
SVOD services, including Netflix and Amazon Prime, and other services combined account for only 4% of video viewing.
Tracking your ad’s effectiveness
One of the greatest revolutions in TV advertising has been the recent innovation on tracking how and when TV adverts are viewed. Previously the best way to measure a TV ad’s effectiveness was to use something like an offer code on the endframe which could clearly attribute sales to TV advertising. This has now progressed to online software being able to determine whether your TV media buying budget is being spent in the right time and place. Software can correlate a TV ad running with hits on a website or an increased sales spike in an Ecommerce platform. Using this data it is possible to track a TV ad campaign and make adjustments to the placements of ads in the weeks after launch to get the best ROI from the budget.
Getting a Direct Response
TV is excellent at both direct response advertising and brand recognition. Direct response using TV advertising has become even more powerful due to second screen watching. Viewers often watch TV with a tablet or smartphone nearby. A viewer seeing a URL during a direct response TV advert now has the perfect platform on hand to interact with your website. Offering a tailored URL from the TV advert cuts down any friction a viewer might experience in arriving at a website home page and navigating to the specific product page seen on TV. With a regional TV media buying strategy different URL options can be built for certain areas of the country to make sure the right message is being delivered via the DRTV advert.
If you’d like to talk to Toast about TV media buying please use the contact form on this page to get in touch.
*Stats sourced from Thinkbox and BARB.