TV

In 2019 the average cost for a TV advert to reach one adult in the UK was just 6 pence (BARB 2018).

When creating a television campaign, it is important to decide whether the objective is to increase brand awareness or drive immediate results.

For result-driven campaigns, Direct Response TV (DRTV) is the most effective approach, as it aims to prompt viewers to take action immediately after seeing the advertisement. This can be achieved through a call-to-action (CTA) that encourages viewers to make a purchase using an offer code or by calling a hotline. The success of a DRTV campaign is measured through key performance indicators (KPIs).

One of the advantages of TV advertising is that it allows advertisers to target their audience based on first and third-party data. In addition, real-time performance tracking is available, providing advertisers with up-to-date insights into the effectiveness of their campaigns. 

There are various options available for advertising on TV, including airtime, programme sponsorships/partnerships, and product placement. Airtime can be purchased based on TV regions and target audiences. When targeting linear audiences, we typically use traditional demographic metrics such as gender, age, socio-economic status, ABC1 adults, and households with children.

VOD (video-on-demand) advertising allows advertisers to reach highly targeted audiences with non-skippable ads on multiple devices such as TV, laptops, tablets, PCs, and mobile phones. VOD campaigns can be purchased based on cost per mille (CPM), and the CPM rates increase based on the level of targeting required. With VOD, advertisers have the flexibility to choose their own budgets and campaign dates, providing greater control over their advertising spend.