TV Media Buying
Getting your adverts seen by the right audience at the lowest cost is the goal of efficient media buying. Having a great media plan is key to cost-effective media buying.
Toast blends access to large media buying savings with personal service to spend your media budget wisely. We work with teams of media buyers to access the savings only offered to clients with large media spend.
If you’re looking for help with TV media buying. Or are confused by some of the TV media buying terminology. See our handy guide to TV media buying terms below.
Take the first step towards reaching your audience with precision and impact. Use this form and seize the opportunity to elevate your brand’s visibility and profitability.
Working with a Media Buying Agency
TV remains the most efficient way to advertise your business or brand. TV advertising offers unparalleled returns when compared to other forms of advertising. Not only does TV advertising provide short term gains but also long term brand building.
Buying TV media can be a daunting exercise. It can be challenging for brands new to TV or without the time and contacts to secure the best media prices.
Making sure your brand appears on the correct media channels and hits the right demographic without blowing your media buying budget is what Toast does best.
Broadcaster TV advertising accounts for 93% of the average video advertising seen per day. Advertising on YouTube still doesn’t have anywhere near the reach of TV. – ThinkBox
TV Media is still King
TV is also the most trusted advertising platform your media buying can access.
When asked, “In which, if any, of the following places are you most likely to find advertising that is most trusted?” The scores are in:
TV advertising – 42%
Newspapers – 13%
Websites – 9%
Radio – 8%
YouTube – 6%
Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults 15+
How to target an audience
The television advertising landscape in the UK has changed over the past few years. The traditional dominance of ITV has given way to more niche Freeview channels. This shakeup has been significant for TV media buyers as it has forced ITV to up its game.
BVOD (Broadcaster Video on Demand) advertising is rapidly gaining popularity in the digital marketing landscape. As streaming platforms and online content consumption continue to grow, advertisers are increasingly recognising the potential of BVOD to reach and engage their target audiences. This shift is fuelled by the convenience and personalisation that BVOD offers, allowing viewers to access content on their terms and providing advertisers with more precise targeting options.
ITV now has some of the most attractive shows for advertisers looking for young audiences. Love Island drives repeated viewing and is one of the most popular advertising opportunities for those looking to make a splash.
The digital channels haven’t stood still during ITV’s resurgence; they have continued to plough the niche furrow. Niche advertising is great for advertisers wanting to pick audiences that tightly fit their brand or product.
In terms of media buying terminology, viewers split into trading audiences, large clusters of TV watchers. Some of the titles of these groups are ABC1, 16-34 Men, House person with a child etc. These clusters are sometimes too broad. A good media buyer will work with the broadcaster to ensure the advertising resonates with the intended audience.
How TV media buying works
Once your TV advertising media plan is complete, the process of media buying can take place. Our media buying partners then pick up the phone to their contacts at the TV channel sales houses that handle the selling of advert slots.
Broadcasters are always interested in recruiting new advertisers, so great media deals are possible. We use the power of large media-buying partners to access the best prices for our clients. Much of the media planning and buying processes are automated, with systems available to block book media.
The next step is to collate the purchased media into a TV advertising schedule.
This schedule includes a complete list of the adverts and their appearance in the TV programming.
The advertising schedule will quote audience figures. These figures are sometimes estimates of the actual viewing figures, but often they will be based on tracked viewing figures from a previous period.
Getting a Return on Investment
We pride ourselves on TV media buying, which works for the modern era. Media buyers use tracking software to correlate your TV advert schedule with your website visits. Once your advertising campaigns are running, we can check which TV channels perform well. We can adjust our media buying plan to get the best results using this performance data.
Working with Toast
If you’d like to talk to Toast about TV media buying please use the contact form on this page to get in touch.
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TV media buying terms
In the section below, we’ve taken some of the most frequently used TV media buying terminology and tried to explain their meaning.
Average frequency – This figure shows the average number of times a single audience member saw a TV advert.
Campaign period – The day the campaign starts to the last time an advert is on TV.
Clearcast – The regulatory body clears every TV advert running on UK TV channels. Clearcast has rules on the length of time legal text must be on screen and how loud adverts can be. TV advertising agencies send finished ads to Clearcast before the ads are sent to stations.
Commercial share – This is the share of the viewing public split amongst the commercial broadcasters. This figure does not include any of the BBC output.
Daypart – The day’s TV viewing is broken into sections that help advertisers target specific audiences.
Parts are Breakfast which runs from 6 am to 9.30 am. Daytime is 9.30 am through to 5.30 pm, great for targeting stay-at-home viewers. Peak time runs from 5.30 om to 11 pm. It’s broken into Early Peak from 5.30 pm to 8 pm. Late Peak runs from 8 pm to 11 pm.
First In Break (FIB) – The first advert to appear in a TV advertising break. Often this advert is most remembered.
Impacts – An impact is each time a viewer sees one 30sec TV advert. Media agencies total the impacts to show how much “impact” the advert will have.
Television Viewer Rating (TVR) – This percentage of those viewers watching TV at a specific time. TVR is used to measure the weight of a campaign.
Universe – In TV media planning, the universe is seen as all those selected by specific criteria.