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.
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.
What response can i expect from TV 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%