I worked at ITV Border for nearly 5 years selling TV advertising. Having come from the ITV London office, where I’d only worked with national advertisers, spending millions of pounds every month. ITV Border was a bit of an oddity to me, here was this region where you could buy a spot in Coronation Street for less than £300! Where I’d previously been negotiating deals for over 50k for a national spot in the same programme. It didn’t seem real, but it was and this is still the case!
TV advertising costs are based on how many people see your TV adverts and traded off a cost per thousand. There are factors that can affect the CPT, but in ITV Border its very cheap compared to other regions. However, that’s not why its so cheap for an advert. It’s so cheap because the population is so small, yet geographically its massive.
Why is ITV Border so cheap?
We used to say there’s more sheep than people in ITV Border and it’s probably true. But this means that in terms of TV advertising, you can only reach half a million potential viewers, not including Sheep. That might sound like a lot, but it’s not when you compare it to other regions, for example Granada, whose potential audience is more like 5.5 million, which is more than 10 times the population size. This is why it’s so cheap to advertise on ITV Border because it reaches less viewers.
Does this mean it doesn’t work though? No, ITV Border is the one region where you will see lots of local advertisers on TV, from retailers to local wedding shops. In fact, I remember hearing once that a local man sold his house using a TV advert. Can you imagine it? This is why I love TV advertising, because when you look at it regionally, something that shouldn’t be possible actually is and not only that, it has great results for those advertisers.