TV & VOD
TV advertising still remains one of the most powerful methods when building brand awareness and reputation in a short amount of time. Whether it’s a national, regional or local campaign, it’s an effective way to reach a mass audience.
One of the questions we are asked the most is “How much does it cost to advertise on TV?” Although TV advertising costs are generally considered to be higher than most other forms of advertising, the rates can vary considerably and depend on a number of variables:
• audience figures for the channel
• the popularity of the programme
• the time of day
• the region the ad will air in
• the running time of your advert
Local advertisers could advertise on mainstream TV with 15 x standard 30 second commercials for £18,300. This averages out at £1220 a spot (5 x peak & 10 off peak).
VOD advertising, or more accurately, BVOD (Broadcaster Video On Demand) advertising is aired through on-demand services that are made available by TV broadcasters, such as Sky On Demand, ITV Hub, All4 and My5. Adverts are shown on smart TVs, PCs, Laptops, Tablets and Mobiles so users can easily click through from the on-demand platform, which increases the chances of a direct response compared with more traditional media formats.
Unlike terrestrial TV advertising, VOD advertisements come in a variety of formats, the offering is constantly growing and adverts cannot be skipped. In contrast with TV advertising which goes out to a regional or national audience, Video On Demand platforms can reach a highly targeted audience. Viewer demographic, lifestyle and geographical data make it almost possible to target individual homes. This ensures your campaign will have minimal wastage.
As well as being highly targeted, VOD campaigns can also be very cost effective, with minimum spends being much lower than a terrestrial TV campaign. Minimum spends vary by provider and will be impacted by the chosen targeting setup and campaign duration.
So, how much does it cost? VOD advertising is based on impressions and the cost per thousand can depend on different factors. To give an example 250,000 impressions on Sky or ITV could cost approximately £8,000.
There are more than 770 cinemas and 4,200 cinema screens in the UK, totalling 177 million cinema admissions in 2019.
The advantage of cinema advertising is that the audience is both local and totally focused on the screen. Unlike TV, which can enable viewers to skip ads, going to the movies creates a captive environment for audiences. There are no distractions and advertising is readily accepted as part of the whole cinema experience.
Cinema advertising is way more effective at making your brand stand out from the crowd than television. If you show people an unbranded still from an ad, three times as many cinemagoers will actually recall which brand it is for when compared with TV viewers.
The cinema experience provides an immersive and captivating environment that is a great place for brands to engage with all types of audiences. The sheer impact and engagement of watching an ad on the big screen means cinema is the medium of choice when it comes to strengthening a brand, increasing awareness and attracting new customers
As well as being able to plan and buy cinema campaigns by film, by showing, by audience or by cinema, it’s the overall experience that makes cinema an advertising medium like no other. We can engage cinemagoers at every stage of the cinema experience to ensure your campaign stays with cinemagoers before, during and after their trip to the movies. Be it in foyer, online, on their smartphones or on the big screen, all of these touchpoints add scale and frequency to your campaign.
How much does cinema advertising cost? It depends on a number of factors but to give an example, we could show a 30 second advert over multiple screens, reaching an audience of approximately 80,000 viewers for £5000, excluding production costs.