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).
Video On Demand Advertising or 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.