Too good to be true? Let us explain. Once your advert is up and running, and buying a ratings campaign you only pay for how many viewers watch your advert. By placing your advert on a smaller digital channel, the slot can be likely to register a zero viewing figure, meaning less than 1,000 viewers have seen it.
The number of Viewers or TVRs (television ratings) – Viewers are your buying audience and usually categorised according to age and gender. Your number of viewers is usually expressed as a percentage of the potential audience who will see your advert. For Example, a slot during Coronation Street, aired on ITV Tyne Tees, might deliver 10 adult TVR’s. The potential audience in the Tyne Tees Region is 2.4 million. Therefore, 10% of 2,4 million would equate to 240,000 adults who watched your advert.
CPT, or Cost Per Thousand – This figure denotes the cost to reach 1,000 viewers in your selected region for the month in which you advertise. It can vary depending upon certain factors such as supply and demand, seasonal fluctuations and how difficult it may be to reach a certain demographic. There are some broadcasters who will offer a fixed CPT figure in some instances.
Deals – Is there always a deal to be done? Well, it’s largely how you buy your advertising which determines whether a discount, may be negotiated. A glance at the costings table above shows that, unsurprisingly, there is a premium charge to place an ad during peak time for specific premium programmes. Often the largest discounts are gained by placement during daytime only slots.
Potential viewers –The total buying audience available, in the region you plan to buy advertising space in. You may also hear this called the ‘universe’. For example, the Tyne Tees Adult Universe has an audience of 2.4 million. There may be an average of 10 TVR’s per peak spot. Therefore, 10% of that figure, 240,000 would see your advert.
Time length – You will need to consider the length of your advert. TV adverts tend to run for about 30 seconds, but some run for less should there be a creative need for it. It has been discovered that the first 10 seconds of a TV advert is the most powerful in terms of impact. With this in mind, the cost difference between a 30” and 10” is not a third, in fact, a 10” ad will cost 60% of the price of a 30”.
Time-wise, we usually work 1- 2 months in advance of planned transmission date. Of course, should you have your ad ready to go, we can aim to grab you a last-minute campaign, which may attract a late charge broadcaster’s fee. We can supply costings across all channels. Don’t forget, we continually monitor your advert as part of our service. We want you to get the highest possible rate of return on your investment and our weekly data reports will help track the delivery of your campaign. And if you need an advert made again we can help through TVA production which is a part of The TV Agency. So there, in a nutshell, is an at-a-glance guide to TV Costings.
Start by calling us. We are ready and waiting to launch your TV advertising. You can also find more useful information on the three largest broadcasters here, itvmedia.co.uk, 4sales.com, skymedia.co.uk
And for leading research on TV advertising visit thinkbox.tv