TV advertising costs are often thought of as overly expensive, but that’s not necessarily the case. The costs vary depending on a few different factors, and it’s possible to create targeted TV advertising with post codes. TV advertising is still the best form of advertising, with a greater ROI than other types of media.
The average person watches TV for four hours per day, so using TV advertising can be a great way to get your business “out there” to large numbers of people. PWC quote an average ROI of £1.79 for every £1 invested—so it is worth making the investment. Think for a moment about how many people you know who watch the big Saturday night entertainment shows, or their favourite soaps or dramas; that is a massive audience to whom you can show your latest product or offer.
TV advertising costs come in two parts. First there are the creative costs involved in making the advertisement. Larger companies often spend huge amounts on their TV advertisements, but you can create a good quality advert that gets your message across for under £5000. With a bit of creativity you can make up for a lack of blockbusting budget with a catchy jingle or catchphrase that will keep your business in the minds of viewers.
The second part of the cost is the actual advertising. These costs can fluctuate greatly depending on several factors. Advertising during summer is often cheaper than winter; peak time during the evening is more expensive than day time. Both of these stand to reason, as we often spend more evenings at home watching TV during the winter, and the majority of people are out at work during the day – so a winter evening is prime time for advertising. Targeting also plays a part; if you want to advertise to the whole of the UK, this will cost more than targeting a specific region. The length of your advertisement also plays a part: the average length of an advertisement is 30 seconds; if your advertisement is longer or shorter the price will vary accordingly.
These days there are lots more channels than the standard ITV, Channel 4 and Five. ITV also has ITV2, ITV3, ITV4 and ITV Be; Channel 4 has E4, More 4, 4Seven and Film 4. And Five has 5USA and 5Star. And then you also have channels like Dave, PickTV and Yesterday. These stations are often more specialised in the type of programmes they show, so it’s possible to target your advert to the relevant audience. For instance, a channel like E4 is aimed at teens and twenty-somethings, whereas Yesterday shows historical programmes that are probably aimed at a slightly older audience. By researching the channels and their programming, you can really target your advert to the relevant audience for your business.
TV advertising costs might seem prohibitively expensive, and it can seem like a large initial outlay – but you can’t get away from the fact that these days, everyone watches TV. And with so many more stations out there, the price of TV advertising has gone down to reflect the wider choice and lower audiences for all channels. Therefore, it is always worth taking a look at how TV advertising could work for you.
