Did you know that one view of a TV advert now costs just £0.6p on average?
Small businesses considering the launch of a TV campaign have never had access to such affordable TV advertising costs, both in terms of airtime and TV production.
Why is this? One key development has been the explosion in channel choice driven by advances in digital technology. No longer the domain of a small and exclusive club of terrestrial broadcasters engaging huge audiences, TV advertising now grants companies the opportunity to target smaller, specific audience groups of direct relevance to the product or service being advertised.
This has had a significant impact on the cost-efficiency of TV, with every £1 spent delivering £1.79 in return profit – a figure that no other medium can match. And with regional TV advertising platforms also catering for localised strategies with ever-greater precision, there’s never been a better time for small and growing businesses to reach the next level through TV advertising.
However, whilst the continual refinement of targeting capabilities has improved campaign efficiency across the board, various factors will influence the cost of advertising on TV for your business.
Seasonality
TV advertising costs will vary depending on when you aim to advertise your businesses on TV. For example, the cost per spot will be lower in the likes of January and February, when demand is lower, and higher in April and May, typically months where more advertising activity takes place.
Day-parts
The times of day during which you advertise your business will also impact on TV advertising costs, with daytime (09:00-17:30) campaigns customarily more affordable than those broadcasted during peak time (17:30-23:00). This is due to the size of the viewing audiences tuning in at these times, with peak regarded as more of an opportunity for larger, brand response campaigns and daytime generally seen as the arena for direct response activity.
TV Audience
If you’re booking into the daytime TV schedule, then the likelihood is that your plan will be based against adults (16+), the standard buying audience. However, if your business model centres on a more specific customer base, then a plan targeting particular TV channels, day-parts and programming will be required, all of which can have an influence on costs.
Regionality
With a host of regional options now available through ITV, Channel 4 and Sky Adsmart, advertisers can target audiences in specific areas of the UK to minimise wastage or test the waters prior to a wider national roll-out.
Optimisation
Using advanced campaign tracking software, agencies can measure the performance of specific TV spots by an array of metrics, including Cost Per Lead, Cost Per Acquisition and Impacts (views) Per Lead. Armed with this data, we can optimise your campaign activity around the best-performing TV channels, hours of the day, days of week and ad creatives. This allows us to improve the efficiency of your ad spend – meaning you get more bang for your buck!
Ready to get started with your affordable TV advertising campaign?
We’re experts in supporting startups and small businesses with targeted TV strategies that don’t cost the earth. As one of the UK’s top 50 media agencies, we can guarantee a fantastic level of service and market-leading buying power. Put us to the test – email team@guerillascope.co.uk to find out how we can support your growth ambitions.