HOW MUCH DOES TV airtime COST?
We trade TV airtime on a cost per thousand views basis. The cost per thousand, or CpT, is much lower for DRTV airtime than for all time or peak campaigns. This is because traditionally DRTV is daytime only, which is often less demanded. CpT can vary by station, but £3 is a good average to work to. Many stations can be bought for less than this, depending on demand, and at certain times of the year the CpT can be as low as £1.50.
The total airtime budget required to test DRTV will depend largely on what each advertiser is trying to achieve. With Chase Media there is no minimum spend, so you could test TV with a low-risk entry level spend of, say, £5k. This would buy in the region of 4 million views of your TV ad.
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How much does a TV commercial cost?
TV Ads are much cheaper to produce now than 5 years ago. With advances in both production hardware and software, you can do more with less. A hard-working DRTV commercial could be produced for as little as £5k. This would be for a studio shoot with minimal actor or VO involvement. Each complication adds more cost, as you might expect. A location shoot with a small crew might cost c. £25k, with added elements adding further cost. It’s important to produce an ad that effectively conveys your brand values and communicates the key feature of your product or service. It’s also vital to focus on a strong end frame and call to action (CTA) - with DRTV this should be given at least the same amount of attention as the creative concept.
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How is DRTV different to ‘brand’ advertising?
Brand advertising aims to build long-term perception and recognition, while DRTV is focused on immediate, trackable results. The creative, media buying, and success metrics are all designed around response — not just reach. That said, strong DRTV can still build brand equity; it just does so while proving its return on investment.
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Is DRTV still effective in the age of digital marketing?
Yes — and in many cases, it’s even more powerful when combined with digital. TV delivers scale, credibility, and emotional impact that digital alone can struggle to match. When paired with paid search, social, or programmatic display, DRTV often drives uplifts across channels. Many brands see strong “halo effects” in web traffic and search volumes immediately after spots air.
How Quickly Can You See Results WITH DRTV?
Almost immediately. One of the biggest advantages of DRTV is the real-time response curve. Calls and web traffic usually spike within minutes of a spot airing. This means campaigns can be optimised quickly — shifting budget toward higher-performing channels, dayparts, or creatives.
How does DRTV work alongside digital channels?
Very effectively. TV often drives search queries, website visits, and social engagement. Many advertisers run paid search campaigns aligned with TV airtime to capture demand spikes. When planned properly, DRTV becomes a demand engine that feeds the wider performance ecosystem.
What response can i expect from DRTV advertising?
Having worked across a wide range of sectors and handled briefs aimed at reaching diverse audiences, we have a good idea of what works and, critically, how this differs from one brand to the next. Every project is unique, but here’s a rough guide:
% of TV impacts (000’s) resulting in a response/visit
Complex Financial Services – 0.1%
Direct Sell Beauty Products – 0.13%
Gaming Brands – 0.16%
Specialist Subscription Services – 0.3%
Insurance Products – 0.35%
Consumer Action – 0.7%
Incentivised Green Schemes – 0.85%
Sampling Campaigns – 2.5%
Is DRTV only about short-term sales?
No. While DRTV focuses on immediate response, it can also contribute to long-term brand growth. Consumers often perceive TV-advertised brands as more trustworthy and established. So while you’re driving short-term conversions, you’re also building long-term brand equity.