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