Advertising on TV. Cost?
Discussion
I guess it depends on what station and when and if it's local or not. Sky do 'Adsmart' and they can use viewing habits and demographics to target certain groups of customers with your advert or make sure it only goes out in certain regions for example. Of course this laso means you'll only get shown on Sky channels but some of them do get healthy viewing figures but showing your ad during, say, the first episode of the next season of Game of Thrones won't be cheap. https://www.skyadsmart.co.uk/
MissChief said:
I guess it depends on what station and when and if it's local or not. Sky do 'Adsmart' and they can use viewing habits and demographics to target certain groups of customers with your advert or make sure it only goes out in certain regions for example. Of course this laso means you'll only get shown on Sky channels but some of them do get healthy viewing figures but showing your ad during, say, the first episode of the next season of Game of Thrones won't be cheap. https://www.skyadsmart.co.uk/
Ah! That’s interesting. Thanks for that. They’re doing a targeted Google AdWords type thing but with TV. LDN said:
Ah! That’s interesting. Thanks for that. They’re doing a targeted Google AdWords type thing but with TV.
Exactly that, they've been doing it for years now. Which means you can not only target specific demographics, you benefit from the lower cost of not having blanket coverage like the old days.The kicker with anything like this is the length of time/number of slots you need to commit to and the production costs. Time and exposure is what works, of course they know that, so reel you in with an attractive number then drop in the minimum order value after.
I spoke to Radio Clyde recently and they were asking for £2.5k/wk, four week minimum, plus production. Forget how many slots that was for.
Like all advertising TV is bought on a CPM basis it is actually the cheapest ad channel there is the downside for some is scale.
Most new to TV advertisers look at the wrong metric. spot prices are not relevant CPM is what matters. Although saying that the CPM on adsmart can be 30% higher that on regular liner TV.
A lot of advertisers may start on adsmart and pay that premium to hit the ground running but the more astute will start to learn about there audiences and build there own targeting criteria.
If there is a possibility of scale (TV works best at scale) then there are shared risk/ rev share deals available as with Poster and Radio.
Most new to TV advertisers look at the wrong metric. spot prices are not relevant CPM is what matters. Although saying that the CPM on adsmart can be 30% higher that on regular liner TV.
A lot of advertisers may start on adsmart and pay that premium to hit the ground running but the more astute will start to learn about there audiences and build there own targeting criteria.
If there is a possibility of scale (TV works best at scale) then there are shared risk/ rev share deals available as with Poster and Radio.
About 8 years ago the company I worked for, small retailer with 6 shops in Lincolnshire, did a TV ad.
One week of 20 (may have been 30) seconds on regional ITV in the break after the lunchtime news.
Static studio shots of the product with a voice over by a celebrity FOC as he was a friend of another employee, freephone number on screen for the whole ad.
We got no business from the ad just a million calls from other advertising companies!
Cost was £35k but we did get a free DVD of the ad!
One week of 20 (may have been 30) seconds on regional ITV in the break after the lunchtime news.
Static studio shots of the product with a voice over by a celebrity FOC as he was a friend of another employee, freephone number on screen for the whole ad.
We got no business from the ad just a million calls from other advertising companies!
Cost was £35k but we did get a free DVD of the ad!
skeggysteve said:
About 8 years ago the company I worked for, small retailer with 6 shops in Lincolnshire, did a TV ad.
One week of 20 (may have been 30) seconds on regional ITV in the break after the lunchtime news.
Static studio shots of the product with a voice over by a celebrity FOC as he was a friend of another employee, freephone number on screen for the whole ad.
We got no business from the ad just a million calls from other advertising companies!
Cost was £35k but we did get a free DVD of the ad!
Sorry to hear that Steve thats not an untypical story. Sadly like anything TV advertising is simple to manage and effective if you know how. If being the key term. We had a client who go there own way and always with similar results to what you describe. One week of 20 (may have been 30) seconds on regional ITV in the break after the lunchtime news.
Static studio shots of the product with a voice over by a celebrity FOC as he was a friend of another employee, freephone number on screen for the whole ad.
We got no business from the ad just a million calls from other advertising companies!
Cost was £35k but we did get a free DVD of the ad!
Naturally i would always recommend working with an agency, ask for creds and discuss a performance based remuneration. We will look at taking on 2 or 3 clients a year on this basis but on the agency side you are always looking for salable clients( no different to google reps i suppose)
Havent read through all the posts but check out SKY Adsmart https://www.skyadsmart.co.uk/ bit like FB adverts for tv - we have had good results using it via a specialist.
DSLiverpool said:
Havent read through all the posts but check out SKY Adsmart https://www.skyadsmart.co.uk/ bit like FB adverts for tv - we have had good results using it via a specialist.
You only needed to read three posts!!! 
MissChief said:
DSLiverpool said:
Havent read through all the posts but check out SKY Adsmart https://www.skyadsmart.co.uk/ bit like FB adverts for tv - we have had good results using it via a specialist.
You only needed to read three posts!!! Good post mischief!
Depending on what you are promoting, and unless it's just for brand awareness you are unlikely to get much from TV advertising. You're pretty much just hoping that whoever watches coronation street etc will be interested in your product / service.
With on demand TV (4od etc), YouTube, Facebook and the rest of the social channels you can target the exact audience you are looking for, which if you have optimised the advert for than channel (E.G. short form, square video and captions on Facebook) you'll see a much better ROI and can monitor the campaigns effectiveness and tweak as required.
Personally, I haven't watched a TV advert in about 5 years.
With on demand TV (4od etc), YouTube, Facebook and the rest of the social channels you can target the exact audience you are looking for, which if you have optimised the advert for than channel (E.G. short form, square video and captions on Facebook) you'll see a much better ROI and can monitor the campaigns effectiveness and tweak as required.
Personally, I haven't watched a TV advert in about 5 years.
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