How to advertise on TV

Advertising on TV in the UK is often perceived as a complex task, but it can actually be quite straightforward if you understand the process. In this article, we will break down the steps involved in advertising on TV into six simple stages.

The first step is to determine the type of TV advertising you want to run. For newcomers to the UK TV advertising market, we typically recommend focusing on either direct response or brand response. Direct response TV adverts are ideal for driving immediate leads and sales, while brand response TV ads combine response-driven elements with long-term brand recall.

Once you have decided on the type of TV advertising, the next step is to find a TV advertising agency that can handle the creative and production aspects. It’s important to find an agency that can develop the concept, script, and visual style of your advert, as well as handle the planning, filming, editing, and other production requirements.

Setting a budget for your TV campaign is crucial, and it’s advisable to have budget discussions early on with your chosen agency. The budget should include not only the creative and production costs but also the expenses related to media buying. The agency can often recommend a reliable media-buying company that can provide cost estimates for advertising on different UK TV networks.

With the budget and agency in place, the creative process for your TV advert can begin. The agency will present several creative routes based on your brief and guidance. Storyboards and scripts will be developed to flesh out the concept and narrative of the advert.

Once the creative direction is chosen, the TV advertising production process starts. The agency takes care of organizing the shoot, director, casting, crew, props, locations, scheduling, and post-production. Your involvement in these stages can vary based on your preference, but certain steps, such as Clearcast approval, require your active participation. Clearcast checks TV adverts for compliance with advertising codes and regulations.

Post-production involves final edits, soundtrack integration, and adding graphic components. This is the last chance to make any tweaks before the advert is ready for broadcast.

Once the advert is finalised, the TV advertising agency handles the delivery of the advert to the TV stations, and congratulations, your advert is on air!

Advertising on TV in the UK doesn’t have to be overwhelming. By following these six steps and working with a reputable TV advertising agency, you can successfully navigate the process and achieve your advertising goals. If you need assistance with creating a TV advert, feel free to explore our services or contact us for a discussion.