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TV ADVERTISING COSTS: BRINGING IT BACK TO BASICS
ABOUTPACE MEDIA
Pace Media is a Next Generation TV and Video advertising agency.Our services include International TV media buying covering all corners of the globe, TV advert and online content production, development of YouTube channels, plus exciting new tech tools to track, analyse and plan media buying in these channels. Our clients are Games, Gambling and Tech-centred high growth brands. We work with many of the world’s brightest stars in these sectors, but they are not always the leaders. They are the Challengers, the Disrupters, and we love working with them. These are the exciting brands of the future, pushing their way to the front, and we are helping them do it.
WE USE TV TO DRIVE YOUR SALES
SINCE THE BIG SWITCHOVER FROM TERRESTRIAL TO DIGITAL TELEVISION, THE MEDIA BUYING GAME HAS CHANGED QUITE DRAMATICALLY. OBVIOUSLY, COSTS HAVE FALLEN WITH THE DRAMATIC INCREASE IN SUPPLY – BUT THE POTENTIAL FOR BARGAIN HUNTING GOES DEEPER THAN THAT.
WE ASKED OUR MEDIA BUYING TEAM AND DATA SCIENTISTS TO
OFFER THEIR INSIGHT ON TV ADVERTISING COSTS; GETTING AN OVERWHELMINGLY DETAILED AND
ACCURATE ASSESSMENT IN RESPONSE.
BUT AFTER INDULGING IN A SPOT OF CASUAL AFTERNOON SEO RESEARCH (AS YOU DO), WE ALSO REALISED THAT THERE ARE AN AWFUL LOT OF PEOPLE OUT THERE ASKING QUESTIONS LIKE ‘WHAT IS TV ADVERTISING?’ AND ‘HOW MUCH DOES A TV ADVERT COST?’.
SO WE THOUGHT THAT BEFORE WE START TALKING ABOUT THE COMPLEXITIES OF HOW TO MAXIMISE YOUR ROI, IT MIGHT BE WORTH CLEARING UP SOME OF THE BASICS.
WHAT SIZE BUDGET DO I NEED?
YOU CAN TAKE ADVANTAGE OF CHEAP TV SPOTS, BUT THESE NEED TO BE PART OF A LARGER, SUSTAINED CAMPAIGN IF THEY’RE TO BE GENUINELY EFFECTIVE
CHANNEL
MAINSTREAM CHANNELS WITH THE BROADEST REACH INEVITABLY HAVE HIGHER RATES THAN THE NICHE CHANNELS HIDDEN AT THE BACK OF THE TV GUIDE. BUT IF YOU’RE TARGETING A SPECIFIC AUDIENCE, THEN THAT NEEDN’T BE AN ISSUE.
REGION
DIFFERENT CHANNELS WILL OFFER SPACE BROKEN DOWN INTO THEIR OWN REGIONAL STRUCTURES, BUT THE PRINCIPLE REMAINS THE SAME. YOU CAN GO WITH BLANKET NATIONAL COVERAGE, OR TARGET SPECIFIC REGIONS OR MICRO-REGIONS FOR MORE LOCALISED REACH.
TIME OF DAY
EVENINGS TEND TO BE MORE EXPENSIVE, GIVEN LARGER VIEWING FIGURES DURING THOSE TIMES. BUT IF YOU DON’T NEED THAT BROADER REACH, IT CAN BE A SENSIBLE TACTIC TO EXPLOIT THOSE SPOTS DURING CHEAPER DAYTIME HOURS.
TIME OF YEAR
2017
IF YOU DON’T NEED TO ADVERTISE AT THE MOST EXPENSIVE TIME OF YEAR, AND NEED TO KEEP COSTS DOWN, PLAN ACCORDINGLY.
LENGTH OF AD
IF YOU CAN DELIVER AN EFFECTIVE ADVERTISING MESSAGE IN A MATTER OF SECONDS, THEN YOU’RE GOING TO KEEP YOUR COSTS DOWN – BUT IT COULD BE THAT A LONGER AD WILL PERFORM BETTER FOR YOUR CAMPAIGN.
TYPE/SIZE OF AUDIENCE
SURROUNDING PROGRAMS
AS MEDIA AGENCIES GATHER EVER MORE INSIGHTFUL AUDIENCE DATA, WE KNOW MORE AND MORE ABOUT THE SPECIFICS OF EACH TV SPOT’S AUDIENCE. COMBINED WITH PROPER MARKET RESEARCH FROM THE ADVERTISER, IT’S POSSIBLE TO MINIMIZE ANY WASTAGE OF YOUR ADVERTISING BUDGET.
UNDERSTANDING THE PROGRAMMING ENVIRONMENT ALLOWS STRATEGIC MEDIA BUYING THAT ENSURE YOU’RE HITTING THE RIGHT PEOPLE AT THE RIGHT TIME.
