About

If you are curious about how television can benefit your business then please read the sections below and the 'tv the facts' page.

It's full of information about how tv can impact upon your media campaigns and is fully researched by Thinkbox who are body funded by the UK Broadcasters to promote the use of television to would be advertisers.

I've tried to be as informative as I can about what real television airtime buyers look at when planning and buying a campaign. If you would like me to expand on anything then please do not hesitate to call.

Alastair Gibson

Television Media Buying Discounts & Targeting Opportunities Have Never Been Better

According to Thinkbox television media buying research, the nation is watching more television than ever before, and this applies to commercial television. BARB (Broadcast Audience Research Board) figures show that we watch 3.63 hours of broadcast TV a day, with consumers watching 11 minutes more commercial TV than a decade ago. This increased supply of commercial viewing, plus greater channel choice, is great news for television media buyers. The costs for television advertising have reduced over the past decade, and it is now easier for television media buyers to reach specific target markets. Media buying entry costs to advertising on television should no longer be a barrier to using the medium, as campaigns can be run for as little as 2k in the ITV Tyne Tees Region.

Gibson Media are experts at planning and buying television advertising campaigns and can help you plan a television media buying strategy ideally suited to meet your business objectives. If needed, we can provide a one stop shop for the creation and production of your television commercial. I work with some of the best creative Television Production people in the North East (check out the links for references).

Believe me, after spending 28 years at ITV and dealing with some of the biggest brands and Agencies within the North, your campaigns are best served by having someone who has first hand integral knowledge of the industry and fully understands the TV language.

TV Media Buying Strategy

Target Audience

Television media buyers trade against different target audiences and Gibson Media can help you define the best target audience for you to buy against, in order to deliver the most efficient campaign for your budget. The broader the target audience chosen, means the lower the relative cost per person reached. For example in the Tyne Tees Region in 2012, 'All Adults' could be bought at an average cost of around £4.50 per thousand viewers, whereas a more tightly-defined target, such as Men aged 16-34, will cost closer to £68 per thousand.

'Time of Day' - The day is divided into 'dayparts'.

  • Breakfast (0600 - 0930) - particularly relevant for the housewives with kids audience and FMCG advertisers
  • Daytime (pre-1730) – a particularly effective environment for Direct Response advertising (DRTV)
  • 'Peak' (1730-2300) - the most valued daypart in terms of audience size and profile, commanding the highest price
  • Late Night (post 2300) - especially attractive for advertisers targeting a younger, or male-biased audience

Programmes

Television media buyers can select programmes to reach specific target audiences.

Regionality

Campaigns can be purchased on a regional or national basis to fit an advertiser’s media brief. ITV can offer a full regional break down, Channel 4 and Five provide a macro sales area facility, such as London, South, Scotland or the North of England.

Time of year

The cost of advertising on television varies by season, depending on audience levels and overall advertiser demand. Generally television media buying prices rise throughout the year, with the Autumn months being the most expensive. July and August offer good value as demand dips. January is normally the cheapest month of the year.

Commercial time-length

The cost of buying television advertising depends on the length of the commercial - a 30-second commercial can cost twice as much as a 10-second ad on some areas, while a 60-second spot usually cost twice as much as a 30.

Video on Demand / VOD

Over ¾‘s of homes now have an internet connection and 72% have broadband.

Mobile tablets are fastest growing in VOD markets.

Online Video ad spend in 2012 was £70m + 43% yoy accounting for 12% off all digital expenditure.

The Itv player is the largest commercial broadcaster VOD service in the UK, advertisers can place their ads in award winning shows such as Downton Abbey, X Factor and TOWIE. With this the Itv Player can add incremental reach to a tv campaign plus with GEO Targeting advertisers can regionalise their campaigns as well as targeting stations with strong sub group programming like Itv2.

Radio

Radio offers efficient targeting

Radio targets audiences efficiently because different stations attract different listeners. This allows advertisers to talk selectively to the groups they are most interested in.

Radio reaches people at relevant times and place

Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key ‘touchpoints’. This could be when they are on the school run, surfing the internet, before going out on Friday nights, and so on. And now that radio can be heard on mobiles, on the internet etc, these touchpoints are becoming even more widespread. Research shows that advertising which is relevant to a listener’s other activity is over 60% more likely to be recalled.

Radio creates a large ‘share of mind’ for a brand

Radio stations create chart music success. They also create a sense of ubiquity for a brand. This is for two main reasons. Firstly, because radio ads are on frequently, and secondly because listeners tend to spend so long listening. A brand which is big in radio can create a disproportionately large share of mind for itself.

Radio is ‘a friend’

Listeners use radio for emotional reasons. To keep their spirits up, to stop themselves from feeling bored in a car or isolated while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in.