The Rise of Connected TV in Modern Advertising

In the world of TV advertising, the language we use is always changing.

Just a few years ago, our conversations with clients typically revolved around whether they were advertising on satellite TV or sticking to the conventional terrestrial channels.

Today, this distinction has faded, as most ‘linear’ channels are accessible across various broadcast platforms. A term that has become a slightly annoying bit of TV jargon.

The Future of TV Advertising: Connected TV (CTV)

Currently, in almost any article about “the future of TV advertising,” you’ll find people in Adland getting very excited about Connected TV (CTV).

The question remains: what is it, and what influence will it have on the creation and distribution of TV advertisements in the UK?

What is Connected TV? (CTV)

Connected TV refers to any television set with internet connectivity, including smart TVs, set-top boxes, TV sticks, or gaming consoles, broadening the landscape of TV advertising.

While smart TVs have been a staple in over two-thirds of British households for more than a decade, the concept of connected TV encompasses a broader range.

The Rise of OTT Content Consumption

Any video content streamed over the internet rather than traditional cable, satellite, or aerial means is known as OTT (over-the-top). Sorry to introduce another term to the lexicon of TV advertising.

Beyond traditional TV channels or streaming services, an increasing number of viewers are turning to their TVs for online video content. In the USA, reports suggest that nearly half of YouTube viewers prefer streaming on their televisions rather than on phones or other devices.

After all, the experience of watching any moving image is likely to be better on a 72″ screen rather than squinting at your mobile.

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Any video content streamed over the internet rather than traditional cable, satellite, or aerial means is known as OTT (over-the-top). Sorry to introduce another term to the lexicon of TV advertising.

Beyond traditional TV channels or streaming services, an increasing number of viewers are turning to their TVs for online video content. In the USA, over half of YouTube viewers are using a video-streaming platform to watch their favourite YouTube channels on a TV.

The experience of watching any moving image is likely to be better on a 72″ screen rather than squinting at your mobile.

What are the benefits of CTV for Advertisers?

From an advertising perspective, the emergence of Connected TV has revolutionised TV advertising, offering advertisers unprecedented opportunities for targeted advertising and the ability to measure the impact of their TV ads with greater precision than traditional, linear TV broadcasting allowed.

Advertisers can target commercials based on viewers’ demographics – their age, gender or interests, based on data that has been collected from their online activity.

With geographic targeting, TV advertising can be confined to specific regions; for instance, a car dealer in Hastings can ensure their commercials reach only the local audience, rather than offering test drives to viewers in distant Glasgow.

In the UK, Sky AdSmart (launched in 2014) is the leader in this technology; so while you may be watching the car dealer’s commercial, your next-door neighbour (or maybe even someone else in your own home) may be watching an ad for an airline.

Best of all, CTV commercials can offer a level of interactivity that consigns traditional direct-response TV ads (“call us now on 0800…”) to the Stone Age.

Whether that’s learning more, or even making a purchase—right from their remote control or CTV device. Some TV ads even incorporate a QR code to seamlessly connect viewers to a company’s website or an online promotion.

Connected TV enhances the TV advertising experience by allowing users to pause and resume their viewing on any device, at any location, maintaining continuity in where they were up to. It gives new levels of control to advertisers, such as specifying the exact placement and timing of their ads.

The overall user experience can be much better as people tend to like getting personalised recommendations based on their viewing or purchase history. Even though in surveys people often complain that they don’t like being targeted by advertisers.

Advertisers benefit from analytics and campaign tracking, gaining insights into impressions, completion rates, and detailed performance data, such as website visits, app downloads, or online purchases generated by their TV ads.

A main attraction of CTV advertising to an advertiser is the potential cost efficiency. By targeting your ads to your desired audience, you can (in theory at least) eliminate wasted impressions and thus increase the overall efficiency of your campaign.

The Future is Connected: Embracing CTV

The rapid integration of Connected TV (CTV) devices across the UK has significantly transformed TV viewing habits, especially among the younger demographic. This change has not only elevated CTV’s role in television advertising but has also marked a notable preference shift, particularly evident in the statistical representation of viewership.

CTV’s share of total TV consumption among UK adults now stands at a notable portion, while among those aged 16-34, the adoption rate is even more pronounced, underscoring a generational shift towards Connected TV platforms.

The advance of CTV does not seem to be a major threat to traditional linear TV viewing, which remains a staple in TV advertising. Many people are still happy to switch on their favourite channel, lie back on their sofa and lap up a sequence of programmes and adverts delivered the traditional way.

Linear TV, a key component of TV advertising, still reaches over 80% of all adults in the UK every week. And of course, with the availability of over 400 channels, advertisers can use traditional media buying options to optimise their campaigns to reach their intended audience quite effectively.

CTV advertising offers expanded reach, precise targeting, enhanced viewer engagement, measurable results and the possibility of improved cost efficiency within the realm of TV advertising.

Brands can effectively leverage the benefits of both linear TV and CTV to maximise their overall marketing effectiveness in TV advertising.

Embrace the opportunities that this rapidly evolving technology offers, and you can stay ahead of the curve in the ever-changing landscape of digital entertainment.

In the rapidly evolving world of TV advertising, staying ahead means leveraging the latest technologies and strategies.

With over 30 years of experience, we specialise in harnessing the power of Connected TV (CTV) to create advertising that’s not just seen but that gets results.

Choosing Space City means embracing the future of advertising without the burden of traditional agency costs. Our expertise in producing creative, cost-effective, and technically polished ads positions you perfectly in the ever-changing TV advertising landscape.

Interested in exploring how Connected TV can revolutionise your advertising efforts? Have questions about our production services? Or simply want to discuss your next project idea?

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Are you torn between choosing a production company or a creative agency for your next TV or video marketing campaign?

Understanding the distinct roles of each can dramatically impact your return on investment and the overall success of your campaign.

In today’s evolving media landscape, where terms like video production and agency marketing are often used interchangeably, it’s more important than ever to recognise the unique strengths and services of both.

Whether you’re planning a high-impact TV commercial or a social media campaign, knowing the difference between a production company and a creative agency can guide you to the right partner for your specific needs.

From the technical expertise of a production company to the strategic planning of a creative agency, we’ll uncover the nuances that set them apart.

So, what is the difference?

In today’s landscape, the lines separating production companies and agencies are increasingly blurred. Advances in technology and evolving client expectations have led to a paradigm shift, where a single entity is often anticipated to manage an entire campaign end-to-end.

Production companies actually make the adverts for TV, Social Media & Radio, while agencies focus on creativity and how ads can get people to take action.

Production Companies: Primarily responsible for preparing advertisements for broadcasting and publishing. Their focus is on the technical aspects of ad creation.

Agencies: Concentrating on the creative side of advertising, looking at how the production can motivate consumers to take action.

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Production Company vs Agency

Production Company

‘In the old days’ a typical production company wouldn’t heavily engage in the creative aspect of your campaign. Instead, they focused on providing comprehensive support to clients throughout the entire process – from producing to distributing their content.

Today, for any type of advertising production – be it DRTV commercials, BRTV commercials, brand adverts, social media content, or sponsorship bumpers – a production company should be able to handle all your needs.

With the rapid growth of digital media and the diversification of advertising channels, the role of production companies has expanded beyond traditional TV advertising. Now, they not only excel in crafting TV commercials but also in producing engaging online videos, dynamic social media campaigns, and immersive brand experiences.

Agency

An agency primarily focuses on developing and marketing your campaign concept to maximise sales or impact. However, this can lead to challenges. Sometimes, the campaign’s goals and ideas may not match the budget, time, or production capabilities.

Agencies are most beneficial at the beginning and end of your advertising project. They assist with creating ideas and promoting the campaign through marketing strategies.

For marketing across various channels like social, email and press, production agencies play a critical role in expanding your brand’s reach. They are adept at choosing the right formats and places for content, which helps increase traffic to your website.

However, without high-quality and cost-efficient video content, your ROI might decrease.

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Is Space City a production company or agency?

Both! We’re your one-stop shop for any video, TV or radio production.

We are a rare combination of a production company and an agency, providing a comprehensive production service. Whether it’s a TV advertisement or multiple videos for social media, we provide support from the initial concept brief to it being successfully seen on screen.

We’ve been producing TV, online and radio commercials for over 30 years, working with clients to produce creative and cost-effective advertising campaigns.

We are a rare combination of a production company and an agency, providing a comprehensive production service. Whether it’s a TV advertisement or multiple videos for social media, we provide support from the initial concept brief to it being successfully seen on screen.

 

Do I need a production company or agency?

Now that you know Space City are a hybrid of the two, you no longer need to choose. But for curiosities sake, here are some key points to help you make the right choice:

Think about the nature of your project. Are you looking for a technically polished ad, or do you need creative ideas to engage your audience? If it’s mainly about technical execution, a production company is a good fit. If creativity and audience engagement are crucial, an agency might be better.

Consider your budget. Production companies often offer cost-effective solutions for creating video content. Agencies, with their creative input, may come with additional fees. Make sure your budget aligns with your choice.

Think about your timeline. Production companies are known for efficiency, while agencies can introduce more layers of decision-making. If you need a quick response, a production company could be the way to go.

Decide how much creative control you want. Production companies execute your vision, while agencies can help you develop ideas. If you have a clear concept, go with a production company; if you want creative brainstorming, consider an agency.

Consider how complex your campaign is. If it spans multiple channels like TV, social media, and online ads, agencies can help coordinate and integrate everything smoothly.

How much money can you save by not using an agency for TV, online, or radio ads?

Costs can vary significantly, depending on the project’s scope.

For instance, creating an advertisement involving a one-day live-action shoot, location rental, casting, and several weeks for editing, clearance, and transmission can begin at costs upwards of £15,000 when engaging a production company.

However, if you opt for an agency, the cost is often double. This is where a hybrid agency/production company like ours can shine, offering businesses both efficiency and cost-effectiveness.

Are production agencies worth the cost?

For ads where production budgets are greater and the cycle is longer, the time where your agency would be needed increases.

Agencies can of course save you money given their knowledge of brand building, their contacts and skills, but unless they are equally a production company, significant additional costs will be added to your marketing spend.

Most elements of the production process do not naturally form a part of an agency’s daily remit, therefore outsourcing other elements like transmission will only add to costs, depending on the weight of your media spend.

At Space City, we offer the best of both worlds as a hybrid agency and production company.

With over 30 years of experience, we provide a comprehensive production service from concept to on-screen success. Whether you need technically polished ads or creative engagement ideas, we can help.

Choosing us means avoiding extra agency costs while benefiting from our expertise in producing creative and cost-effective advertising campaigns.

Whether you have questions about our services, want to discuss a potential project, or simply want to say hello, click the button below.

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Why Do I need to Know The Difference Between a production company and Agency? 

Knowing the difference between the advertising and marketing services of a production company and agency is key to boosting ROI and improving business sales/reach, and of course, clarifies who you should work with on your next advertising campaign.

Stereotypically, What Is the Difference Between a production company and Agency? 

In a nutshell, the difference between a production company and agency has blurred over the years thanks to advances in technology and the current consumer attitude of wanting all your needs met from one company. Nonetheless saying this there are still companies that uphold the difference: production companies will ultimately prepare your ads for broadcast or otherwise, while an agency will focus on the creative and how the production can leverage any call-to-action. Agencies often seek finance and investment during the course of their work, and tend to commission parts of the process, such as script writing to outside specialists. 

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Production Company VS Agency? 

Production Company

‘In the old days’ a typical production company would not get too involved with the creative for your campaign. They would take care of you as clients throughout all areas of the production and distribution of your content.

Whether you are producing a DRTV, BRTV or a Brand advert, social media content, sponsorship bumpers etc (other services here). They should cater to your every production need and request from concept sign off – getting the advert on air and beyond, should you choose to make more ads with them. 

Agency

An Agency however will focus solely on your campaign’s concept, and marketing to ensure maximum sales/impact is reached. This can be problematic considering your call-to-action and creative concept may not marry up with reasonable production budgets, timelines and/or the production houses’ capabilities. An agency is useful during the concept idea generation stage at the beginning of your advertising journey, and concluding the post-production stage, considering they know who/where/when to market the campaign (Also known as Transmission). 

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Is Space City A Production Company Or Agency?

Both! We are your one-stop-shop for any video production.

How Are Space City a Production Company and Agency Combined?

We consider ourselves a hybrid of the two, combining the creativity and marketing effectiveness of an agency, with the high standard delivery and positive customer service provided by a production company. This is why you may have seen ourselves refer to both terms.

So What Do Space City Do?

We take care of all areas of production from receiving your brief and pitching 3/4 creatives to you with varying budgets and timeframes. Right up to organising the distribution of your content (transmission for TV). Space City take care of all your Pre-Production, Shoot and Post Production needs with everything involved in-between. For more info visit our About page.

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Not Just Video Production/Agency Marketing

We also specialise in Radio advertising, Music composition, Photography, TVC Casting, Creative Idea Generation & Scripting, Clearcast Clearance, audio editing, video editing, Transmission. etc. For more regarding what Video production we specialise in visit here.

Why Are Space City A Production Company/Agency Hybrid?

As we mentioned before, thanks to technological advances and the fact that businesses want a one-stop-shop to cater to all of their advertising needs at Space City we delivered! To find out more contact us below.

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Production Company VS Agency Frequently Asked Questions (FAQ)

So, Do I Need A Production Company Or An Agency?

Back in the day the difference lies within this conclusion: a cost-effective TV commercial cannot be delivered without a production company, but can be without an agency, yet the inverse goes for other marketing campaigns depending on what deliverables you want – so both are vitally important to your business. Hence why Space City have become a hybrid of the two, meaning you no longer need to know the difference, because we take care of everything. 

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For More Info on Why you used to need to know the Difference, please see below:

Advertising with full service agencies

Advertising with full-service agencies can help with absolute brand awareness and consideration throughout the marketing process, but utilising these valuable creative entities unilaterally can be detrimental to your brands’ flexibility and nimbleness.

What is a production company?

Whenever you produce a TV, online or radio advert, the production and even elements of the creative process have to be subcontracted out to production companies. If you are looking to react to a particular news event with a quickly assembled and executed DRTV campaign, with the need to liaise with two bodies, rather than just one, your ability to deliver a campaign effectively and cost-efficiently is hampered.

What is a production agency?

As you look to define your brand and deliver marketing campaigns across email, print and press for instance, the work of production agencies is ineffably important in amplifying reach and relevance. Knowing the correct titles, angles and premises where a piece of content would be lucratively placed is key to your business increasing outbound and inbound leads to your website, but without the cost-effectively and definitively produced video promotional content, your business will endure falling ROI.

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Difference Reiterated 

Production companies will ultimately prepare your ads for broadcast or otherwise, while an agency will focus on the creative and how the production can leverage any call-to-action. Agencies often seek finance and investment during the course of their work, and tend to commission parts of the process, such as script writing to outside specialists. 

So the difference can be found between the effectiveness of agency and production company processes, but the question is, when should you utilise the respective entities?

Creative Agency/Production Company

An agency typically tends to devise the creative, but without knowing whether the suggested creative directions are realistic, your business could be wasting time on unrealistic ideas, which cannot be delivered. Whereas A production company, on the other hand, can provide a bespoke advertising creative from script-to-screen without even needing agency intervention.

Knowing and understanding your brand will be key, but with that initial knowledge gathered, concepts can be conceived, conceptualised, edited and approved for broadcast through one company, transaction and team.

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How to choose between a creative agency and production company?

Now that you know Space City are a hybrid of the two, you no longer need to choose. But for curiosities sake, why would you have had to choose?

Agency involvement in this case only limits transparency and adds to costs, while having two creative forces trying to agree on the best concept will lead to longer periods between decisions being made, notwithstanding the lack of agility you will have in changing an ad quickly, should you need to. Visit our Re-edit or Reversioning pages. If you need to ensure flexibility and availability on the part of two differing companies, your desires cannot be as easily met as they would be through utilising a production company solely in this case. Regardless of whether it is a partnership between an agency or not, the production costs from a company of this ilk does not change, however an agency will still charge their fee for having a creative input in the job.

How much money can you save from not using an agency with TV, online or radio advertising?

Enormous amounts. While this will of course differ from project-to-project, an advert that incorporates a live-action shoot for one day, hires out a location, needs a casting and several weeks to edit, clear and transmit the commercial will normally cost at least £10-20,000 with a production company, but the cost is usually double with an agency. An agency/production company hybrid like Space City can and is regularly fruitful for businesses, efficiency and cost-effectiveness.

Are production agencies worth the cost?

For ads where production budgets are greater and the cycle is longer, the time where your agency would be needed increases, contributing to higher overall costs. Ensure your budgets don’t spill over by embracing the difference between production companies and agencies and use Space City, a hybrid of the two. 

Agencies can of course save you money given their knowledge of brand building, their contacts and skills, but unless they are equally a production company, significant additional costs will be added to your marketing spend.

Some elements of the production process do not naturally form a part of an agency’s daily remit, therefore outsourcing other elements like transmission will only add to costs, depending on the weight of your media spend.

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Can I trust a production company with upholding my brand and boosting sales?

Yes. Before any production begins, you will ultimately still invite them to a pitching process where candidates can demonstrate knowledge of your business and other brand considerations – if they do not, ensure brand guidelines and templates with other marketing campaigns are sent across.

The greatest difference between an agency and production company remains their facilities and remit, but results are lucrative regardless.

Why choose Space City as your production company/Agency?

Space City have been producing TV, online and radio commercials for over 30 years, working with clients to become produce creative and cost-effective advertising campaigns. 

Advertising with Animals Emotional Response

It’s been proven TV audiences experience positive emotions for animals, marketers use them to stimulate association between the feelings for the animal and the brand. this results in product loyalty resulting in an increased consumer trust in the brand and market share. Meaning, animals promote buying behaviour.

Examples of Animals in Commercials

In the UK, there are numerous examples of brands that include animals in their ads, whether through live action shoots, stock footage or animation. For instance Andrex, Compare the Meerkat and Cadbury guerrilla to name a few, and clearly it works! Andrex has nearly twice the market share of its nearest competitor. And that is all thanks to the Andrex Puppy.

Andrex Puppy Advert

When it first appeared in an Andrex TV advert in 1972, Andrex’s market share was 23%. Concluding  1970s, this had risen to 30%. Today, over 130 adverts later, it is by far the most recognisable brand of toilet paper in the UK.

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The Psychology of Using An Animal in TV Advertising

As humans, and more precisely as consumers, we are often influenced by our emotional reactions. In fact, some studies argue that up to 95% of all purchasing decisions are decided subconsciously – in turn driven more by emotional reactions than by thought or reason.

Animal Advert Emotional Response

Whilst this may ruffle some feathers among marketers, it shows the effect that our emotional responses have over the choices we make. Meaning few things can evoke those emotions as strongly as our feelings towards animals, cute, funny, scary, tactile animals.

Attachment to animals in advertising

Charles Darwin’s Theory of Evolution describes the perfect example.  He compares the commonality between animal species as innate, which forms a link between animals and humans. This explains the attachments that humans feel not only to their beloved pets, but to animals in general – either domesticated or wild. Hence why animals in TV commercials are such an effective tactic.

YouTube and Animal Videos

This emotional bond is evident. Proven by YouTube’s popular animal videos. Humans are fascinated by animals, and they will typically elicit strong positive or negative emotions upon sight of them. Because of these emotional bonds, they will often capture our attention when they are featured on TV adverts or brand logos, whether they are real-life versions like the Andrex Puppy, or animated equivalents, like Aleksandr Orlov of Compare The Meerkat fame.

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Benefits of Using Animals In Advertising

As well as our races tendency to be influenced by our emotions, human beings are also predominantly led by visual stimulus around us. More than 50% of the surface of our brains is dedicated to processing information visually, this means we often respond to and understand imagery more strongly than we would audio or text alone.

Why Use Animals in Adverts and Commercials?

Considering this, animals have a positive allure that makes them very effective when trying to capture someone’s attention in order to sell things. If we feel a positive association with a particular creature, we are more likely to be opening to relating to what they’re selling.

Animals in Advertising increase emotive responses

The powerful emotional bonds that we share with animals and our preference to absorb information visually, means that an effective animal-driven logo or campaign can really resonate with people in a way that other visuals lack.

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What To Consider When Using Animals In Advertising?

Although it’s true there are thousands of brands that showcase animals in their logos and advertising campaigns, it is not a sure path to success. Before you consider incorporating animals into your iconography or wider advertising, consider:

  • What sort of animal embodies the traits and characteristics you associate in your brand?
  • Consider how your customers might interpret seeing a certain animal in your advertising? positive/negative etc.
  • Are the animals attractive, comical, stationary enough on their own, or would they be better animated?
  • Does your design style lend itself effectively to the animal you intend to use?

When you have strong answers to all of these questions, you’re likely on the path to producing the next WWF Panda, Twitter songbird, or Aleksandr the Meerkat campaign.

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Animal Mascots in Advertising

There are countless animals used in advertising as mascots to sell the brand. A great Space City example would be Quidco, with El Calima the squid. Alternatively some examples of our adverts where we include animals are Karcher, British Seniors, Bella & Duke. 

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Animals In Advertising Welfare

When using an Animal in a TV advert, the animal’s welfare is of paramount importance. There are a number of ways Space City ensure the safety and comfort of the animals on set. A few include:

  • Having a qualified vet on set to ensure the animals health and safety is taken into consideration throughout the entire shoot day
  • Having a handler on set to ensure the animal does not exceed their limitations, and so that the pet is well hydrated, fed and cared for throughout the shoot.
  • Preemptively organising dietary, medication and/or care measures are taken into consideration before and on the shoot. This is often achieved through conversations between the animal’s agent and the shoot producer.
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Psychology Of Using Animals In Advertising | Animals In Advertising Welfare | Animal Mascots In Advertising | Animals Used In Advertising | Should My Advert Have Animals In It

Do I Need To Advertise On TV?

So do you need to advertise on TV? and if so, you want to know how much does a TV advert cost? Well let’s first look at the advantages of TV advertising.

  • TV Advertising installs trust in your brand (all TV adverts have to comply with Clearcast regulations, meaning they’re the most trusted platform to advertise on)
  • TV advertising reaches a wider range of demographics (when compared to Radio, Social Media, Online etc)
  • TV Advertising boosts sales and brand recognition (viewers of your TV advert can recall the brand at a later date)
  • TV Adverts are full screen ( They’re not fighting for screen space unlike social and online ads)
  • TV Advert duration commonly ranges from 10″ – 90″ (longer than a lot of Social Media or online platforms)
  • TV adverts can not be skipped (unlike social media sites and online streaming platforms)
  • TV Adverts can not be asked not to be seen because they are irrelevant (This is often a feature on social media platforms)
  • TV advertising results can be tracked (this allows brands to understand what demographics engage with their content, and tailor future campaigns to work for them)
  • TV advertising has potential to convert first time advertisers and challenger brands into household names (see more info on challenger brands and/or new to TV here)
  • TV adverts benefit from second-screening (they play out regularly and more than once)

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Does TV Advertising Work?

In short, yes! TV advertising works, and depending on your deliverables can produce more sales and brand recognition than other platforms such as social, online, radio and print.

Increasing Brand Recognition by up to 40%

According to ‘The IPA’s ‘Media in Focus’, by Les Binet and Peter Field’ – Investing in TV advertising increases brand recognition and sales by 40%, making it the most effective medium of advertising. TV advertising is the optimal method for generating brand growth that drives profit. It’s estimated that when successfully employing TV advertising techniques, your product or service can increase by 2.6%.

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Is TV Advertising Worth It?

TV Binge-watching, with the introduction of streaming services and catch-up TV allows TV commercials to remain the most effective way to advertise. Over 22.5 hours of television was watched by the average Brit, per week in 2020.

The Statistics Speak For Themselves

Time and time again studies maintain the popularity of TV as a platform, with the average Brit watching 22 hours and 36 minutes of TV in the second week of January 2020. That is 13 minutes longer than during 2019.

Christmas TV

One of the most popular weeks to spend time in front of the TV is during Christmas, when the average Brit spent a whopping 25 hours and 45 minutes in front of the TV. Statistics sourced from here.

Answer?

Therefore TV advertising still remains the most effective platform to advertise your brand.

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What Am I paying for when buying TV Advertising?

So you’re wondering how much a TV ad costs, and what you’re paying for by going to a TV advertising agency? Well, in order to make a successful TV ad campaign, you’ll need professional resources and equipment, and a highly organised creative team with expertise in a range of relevant disciplines, all of which are outlined here in our TV advertising production process breakdown.

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Why Do I need A TV Advertising Agency? Can I Use A Freelancer To Make My TV Ad?

In a word, no. At Space City we guarantee you will not experience the same professionalism, attention to detail, security of assets and quality of deliverables working with a freelancer when compared to working with us: a successful TV advertising agency.

For More Info

If you want to know more about the differences between freelancers and ad agencies. Specifically whether to use Space City: An award winning TV advertising agency or a freelancer. visit our Advertising agency VS Freelancer page here.

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Why Should I Choose Space City for my TV Advertising Campaign?

As we mentioned previously, what makes a successful TV advert relies on a number of factors. At space City because we are specialists in all areas of production, we consistently produce successful TV ad campaigns thanks to our:

  • Experience: With over 30 years of experience specialising in Direct Response Television (DRTV), Brand Response TV (BRTV), Commercial VersioningRadio advertising, Online/Social Media content, Cinema AdvertisingSponsorship Bumpers, Bespoke Music Composition,  On-Set Stills, Studio/BTS Photography, and Creative Idea Generation & Scripting. Whilst also regularly working with challenger brands and first-time TV advertisers – It’s no wonder we call ourselves TV advertising experts. Don’t believe us? Then there are definitely several awards we need to give back.
  • Talented team: (On an average production this would include creatives, a storyboard artist, script writers, producers, casting organisers, actors, a director, DOP, gaffer, Focus Puller, a hair and makeup team, wardrobe stylist, art director, catering crew, on set photographer, an on set runner, video editors, VO artists, Audio editor, music composer and a media buyer. Not to mention having to add actor chaperones and an on set vet to the list if casting children and animals. This is a condensed list of the team involved for an average Space City shoot, therefore you can imagine the struggle a freelancer would come up against when attempting to take on all of these roles.
  • Professional Resources & Equipment: (Several examples of Space City’s professional resources and equipment include:
    • all of our creatives, production and post production team are regularly undergoing internal and external training in order to provide our clients with the most up to date and relevant information as possible.
    • All of our post production work is completed In-house, this means cost savings that get pumped directly back into your production.
    • We have a vast pool of shoot production crew to select from, meaning we can tailor your advertising campaign team to be in-keeping with your adverts tone, budget, brand ethics etc.

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How Much Does It Cost To Make a TV Advert?

The costs to make a TV advert vary depending on your creative ambition, media spend and the advertising agency you select to produce your advert, among other things. At Space City we take on projects from scratch to seeing the ad on air, as well as anywhere in between.

TV Advertising Costs with Space City

So, how much does it cost to make a TV advert with Space City? Our from scratch TV productions start at as low as £10,000 with wiggle room to go even lower depending on your production details and deliverables. Of course projects that require only one aspect of the production process, for example editing will cost substantially less, and projects intended for social media and online use are even lower too. Contact us for a quote.

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How Much Does It Cost To Advertise on TV?

Costs for making a television commercial can vary dramatically depending on a number of different factors. However Space City can always help you get on TV with a great advert and see high ROI for much less money than you’d imagine.

Other Platforms Are Still Useful

Although it’s clear social, online, radio and print all have their place, the effectiveness of TV is still the leading industry platform to advertise. Studies show that you’re better off advertising on as many platforms as possible, as part of an integrated campaign.

Primetime TV

If you want to feature on one primetime spot, plus 10-12 less popular times, across a month, you would be spending £5,000 through most channels and media buyers, however you can haggle!

Versioning Your Advert to Different Channels

Moreover, if you are looking at producing multiple versions of your ads and want them sent to broadcasters by those who undertake such work regularly; you will incur another cost.

TV Advert Transmission and Distribution

TV Advertising Transmission can be undertaken in-house by space City, saving you time and money! The figures below provide a guide to the average cost of a 30-second slot on each network, though of course these price points are a guide only and are subject to change.

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Prime Time TV Advertising Costs in the UK

ITV TV Advertising Costs:

A 30-second ad – a typical duration during ITV’s breakfast schedule between shows such as Good Morning Britain or Lorraine costs between £3,000 to £4,000 on average. If you’re looking to advertise on a daytime slot, ads of the same length of time come in at around £3,500 to £4,500, all the while a peak time alternative can cost anything from £10,000 to £30,000.

Channel 4 TV Advertising Costs:

On average Channel 4 is a cheaper channel to advertise on when compared to ITV. A 30-second slot on daytime TV can cost between £1,000 to £2,000. Top tier rates during shows like Hollyoaks or Catastrophe clock come in at £10,000 to £20,000.

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Channel 5 TV Advertising Costs:

Channel 5 is the cheapest national ex-terrestrial channel to advertise on according to Guerillascope’s estimates. The typical daily cost of an ad is £800 to £1,600. A peak time slot – which can be purchased for commercial breaks during programmes like Neighbours – can cost between £2,500 to £4,500.

Sky 1 TV Advertising Costs:

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Sports channels TV Advertising Costs:

Rates for a half-minute-long ad vary widely depending on the sport, the category of advertiser and even the team that’s playing. For instance, a premier league Chelsea v Arsenal match will differ drastically in price to a Sunderland v Brighton game. The average cost of producing a TV advert for Sport is estimated at anywhere between £60 to £750 for a 30-second slot on Sky Sports during peak time.

Peak Time TV Advertising

Daytime rates for the channel are between £10 to £50. Eurosport’s rates are somewhat different. The channel’s peak rate ads come in at £100 to £150, while day rate campaigns cost between £50 to £100. An early peak time slot on BT Sport will come at a price between £20 to £200 for advertisers for a night time slot, like those offered during the NBA Action cost a modest £5 to £30.

Other Platforms Advertising Costs:

Household brands are no stranger to buying spaces on Channel 4 or Sky 1, but away from the more popular channels there are a few online and social alternatives which offer ads at lower rates for those on a budget, however with a reduction on benefits. For instance, slots on the Horror Channel start at £50 to £150 daily rate and go up to £150 to £300 for a peak rate ad. Meanwhile day rates on Animal Planet, E! and Hum all come in at between £0 to £50.

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How Can I Make a TV Advert On A Budget?

Now you know the price of advertising on TV depending on your production details, you want to know a number of ways for reaping the benefits of advertising on TV whilst on a tight budget include:

  • Start by purchasing regional advertising time instead of International. Alternatively another option is to use SKY’s Adsmart platform. Adsmart allows brands to advertise on television slots that play out in certain postcode areas, or that play adverts to specific audiences defined by the advertiser.
  • You can choose animation, or stock footage to advertise your brand instead of live action.
  • Reduce the amount of actors in your creative, this means less artist’s fees including, travel, wardrobe, catering etc.
  • Do not hire Extra actors
  • Film in one location/studio to reduce location and art director costs – Advertising in peoples’ home locations for instance will cost you upwards of £1000-per-day, whereas utilising business premises, public spaces or other sites will also need necessary permissions and permits, however could save you money.
  • Make sure your script is succinct without alt lines – this reduces shooting time and therefore time booked for locations.
  • Don’t include children or pets in the shoot, this gets rid of on set vet and chaperone fees.

Did you know that on average a TV ad costs just £6 to reach approximately 1,000 viewers with a stereotypical 30-second creative? This translates to around 0.6p per potential customer. Wow!

According to Guerilascope

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What Is A TVC?

A television advert, also referred to as a TV commercial or TVC is usually a 20, 30, 60 or 90 second video that a company has paid to produce, usually through either a team of freelancers or a successful TV production agency such as Space City. The video will promote the brands product or service through either DRTV, BRTV or brand advertising techniques.

What Is A TV Advertising Agency/Production Company?

An Advertising agency/production company unlike a freelancer will ultimately be across your entire advertising campaign from the moment they are briefed to the moment your advert goes live on UK TV and beyond. At Space City we come up with your creative concept bearing in mind your call-to-action. We take care of all of the advert organisation and post production editing, clearance and transmission to broadcast and other platforms if applicable. For more information click here.

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What Is a Freelancer?

In this respect, a freelancer is an independent body that will ‘hopefully’ have some experience either working for similar companies to yours, or at least have experience in producing the content you want to create. They are solely responsible for getting their own clients, delivering client projects, and getting repeat business. The roles of a freelancer are endless, but in this context could include a script writer, producer, videographer, editor, marketing consultant, or strategist.

Freelancers typically focus on one area of TV advertising production, for example editing, and are therefore are unlikely to be able to take on your full TV advertising campaign. This means that if you are wanting to produce a TV advertising campaign with options to expand the project onto different platforms, i.e. radio, online, social print etc. Then you it is much more time efficient and cost effective to use a successful TV commercial company: Space City.

How to avoid employing a ‘Dodgy’ Freelancer?

Top Tip: If you want to use a freelancer over a TV advertising company, there are a few ways you can avoid employing a ‘dodgy’ one.

1. Always ask for a showreel with specifics about what areas of the production they worked on.
2. Always get a contract signed! Unlike trusted LTD TV commercial companies such as Space City, freelancers have more loopholes when it comes to liability regarding service and deliverables.

Of course not all freelancers are like this, but by asking for the above, you reduce the risk of disappointment and loss of budget.

Do I need a TV production Agency? Can I just use a Freelancer?

The age old argument, TV Production Agency VS Freelancer? Well this entirely depends on what stage of the TV production process you are in, and what freelancer you would therefore need to hire to complete the work.

At Space City because we are an in-house team of specialists for the entire TV advertising process, our turnaround time for productions is quicker than most freelancers, (considering they’re usually a one man band).

At Space, a typical fully produced advertising campaign equipped with cutdowns, shoot photography and specially composed music would take 6-9 weeks. This timeframe is calculated from the moment we take your brief, to the moment your advert goes live on UK TV.

This speedy schedule also gets reduced further when clients want an animated TV advert, a purely stock footage TV advert, or they have live-action video assets already and just need us for post production. If this is the case you’ll be pleasantly surprised that our rate is very competitive when compared with video freelancers offering the same deliverables. This is because all of our post production equipment is in-house, so we can pass on those cost savings back to you.

In our 30+ years of advertising at Space City over 70% of our clients return to us for repeat business. Several of which tell us that they would not go back to using a freelancer for an entire TV commercial production after having worked with us, such a successful TV advertising production company.

When Should I use an advertising agency or Freelancer?

At Space city we understand that there are pros and cons between using either a TV advertising company or a freelancer, so we decided to note a few down.

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Space City

Pros

  • Skills – With over 30 years of experience producing TV adverts for different market sectors (showreel) as well as different company types, challenger brands,  start-ups, first-time TV advertisers etc.
  • Specialists in different platforms – We are specialists in video advertising integration and optimisation when producing multi-platform campaigns. This includes Commercial VersioningRadio advertising, Online/Social Media content, Cinema AdvertisingSponsorship Bumpers, producing bespoke Music Composition,  On-Set Stills, Studio/BTS Photography, and Creative Idea Generation & Scripting.
  • Deadlines – Because of our experience, facilities and team of experts in all areas of TV production, we are able to religiously stick to our schedules detailed during the pitching stage of production. This means that your campaign always deliver your TV advertising campaign on time from our side.
  • Quality Of Work – Because of the above point the standard of work the freelancer will produce is likely to be compromised by wearing themselves too thin so to speak, and taking on every profession that would otherwise be completed with ease under one successful TV commercial production agency.
  • Upfront Cost Breakdown – We provide detailed cost breakdowns for all aspects of production during the pitching stage. Once this has been signed off, your costs will not fluctuate.
  • Creativity – The Creative Ideas/scripts proposed by a freelancer will be limited, considering they’re from only one perspective rather than from multiple creative departments bouncing ideas off of one another like we do at Space City.

Cons

  • Singular Costs – If you want to hire Space City for only one aspect of your production, for example organising a casting, it is likely a freelancer will be more cost effective.

Freelancer:

Some examples of relevant freelancers would be Creative, Script Writer, Casting Director, Producer, Editor, Transmission Expert

Pros

  • Singular Costs – If being employed for only a small section of the TV Campaign production, for example organising the casting. They are likely to charge slightly less than a TV Production Company would, due to no overheads.

Cons

  • Skills – It is unlikely you will find a freelancer that can take care of all areas of your production. However let’s say that you have, a few issues are:
  • Deadlines – The job turnaround time will be longer than an Advertising Agency, considering one individual has to be an expert in multiple areas, and organise and deliver a full TV advertising campaign alone.
  • Quality Of Work – Because of the above point the standard of work the freelancer will be putting out is likely to be compromised by wearing themselves too thin so to speak, and taking on every profession that would come under one successful TV commercial production agency.
  • Hidden Charges – It is likely the freelancer will charge for each role they are producing work for, and considering you are employing them to run the entire campaign, there will be multiple professions involved so be ready to reward them handsomely.
  • Lack Of Creativity – The Creative Ideas/scripts proposed by a freelancer will be limited, considering they’re from only one perspective rather than from multiple creative departments bouncing ideas off of one another

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What Is Successful TV Advertising?

What makes a successful TV commercial is how well the TVC’s creative (script, narrative and message) has promoted the product or service. This has a knock on effect when targeting relevant demographics, and converting audience interest into sales. Therefore the decision of whether to use a TV commercials agency or a freelancer is up to you. Considering you know your brand the best and have the best understanding for your budget, timeframe and advertising intentions.

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How Do I advertise In A Niche Market?

Firstly you need to understand what a niche market is. A Business Niche is a small section of a larger market that can sustain itself by its own unique audience. For example, within the market of women’s shoes are multiple segments or niches. Shoes for vegan women would be a niche market example, as would shoes for wide feet plus-sized women or shoes for different professions, such as nurses.

What Is A Brand Niche?

A niche brand targets a limited section of a particular market, or a small group of consumers whose needs differ from those of the larger market that their product or service is classed in. Compared with large scale brands such as Cadbury, and Virgin Experience Days. Niche brands often have small market shares and enjoy higher loyalty levels from their customers and repeat business as a result. However they also tend to experience lower levels of penetration than would be expected for their market share.

Small firms are obviously expected to adopt niche branding strategies; i.e. focussing on advertising one section of their business market. However, you do not necessarily need to be a niche brand in order to use niche brand advertising tactics. See our work for Alzheimer’s Society – Brain Workout, and Scope – Mindful Monsters Cards and The Night Sky, as you can tell by the successful TV charity adverts we have used as examples, charity organisations tend to opt for niche marketing strategies often.

Space City adopt many niche brand advertising strategies for many household names, including Direct Response TV adverts, Brand response TV adverts techniques etc. To find out more about what Advertising services, our TV agency has to offer, visit our advertising services page.

How To Define A Niche For Your Brand?

Entrepreneurs or companies who try to appeal to everyone risk attracting nobody. A critical step to building a successful brand and business is to focus on a niche in your business sector. Entrepreneurs should pick a focused segment or product in the market they want to excel in and claim it as their own, which they then are able to optimise sales on through TV advertising.

There’s a common misconception that focusing on a narrow space in the market can limit your customer base or ability to sell.  However, carving out a niche helps entrepreneurs, start ups and new to TV businesses to stand out in a crowded market. It’s impossible to be an expert on everything, nor is it a practical approach to branding. Defining your niche makes it easier to focus on being the best in a smaller field.

So, how to find your brand niche? When companies and the people running them love what they do, it shows. Brands that aren’t passionate about selling their product or service are likely to lose momentum, and are less likely to succeed.

This is why it’s crucial for entrepreneurs to find a niche based on the things that they themselves find a gap in the market for, or that otherwise keep them up at night. What field do you want to become an expert in that also has an audience demand?

Choose a niche that resonates with you, not only based on profitability, but also on how much competition is out there. If you’re the only one doing what you’re doing and you have tested that it sells, then you’ve discovered how to find your brand niche.

A lot of the success here comes from trial and error, test everything and get as much intel as possible. Defining your ideal customer is a big part of this. After doing so, TV advertising is your next step.

Why Do I Need To Advertise My Niche Brand?

Whether you want a TV commercial for your large brand, or wanting to your start up business to advertise on TV…  Finding and advertising your brand niche is vital considering there is less commercial competition out there to go up against, meaning once you find and advertise your brand niche, you will gain a multitude of custom.

But why find a niche in the first place? Why wouldn’t you just want advertise on TV straight away? Well, if you’re lucky enough to have a brand niche, you may find it could go hand in hand with advertising locally. This means we can help you test advertise your advert, and therefore you save costs advertising on TV. This is called regional TV advertising.

Or if you simply want to find your niche before choosing a platform to advertise on, i.e. TV, Social, Radio, Cinema Advertising, Sponsorship Bumpers etc. at Space City we can help identify what your brand niche is and how to successfully advertise on TV. We do this by following our creative process, this begins with taking your advertising brief and working up a number TV advertising ideas to present back to you. all of this creative work is done free of charge!

Empowering TV advertising and negotiating with brand communities through Television Adverts has been found to be pivotal for building niche brands. Precautions are recommended when growing a niche brand beyond its original market, but don’t worry because Space City are one of the top DRTV companies we will ensure you get a successful low cost TV advert production and commercial, that will promote your niche brand, without changing it.

To recap, discovering your niche and advertising your brand niche on TV is helpful considering:

  • It offers opportunity to test out different cost effective TV advertising strategies, such as regional TV advertising, Radio, Cinema Advertising, Sponsorship Bumpers
  • It creates a customer base that tend to rank higher in terms of repeat business considering you have the monopoly
  • It opens up your company to be seen by a wider audience, or rather your perfect customer whereby there is less competition for the product or service you are offering – meaning more sales to you

How To Define Your Perfect Customer?

So how do you define, or rather how do you sell to your perfect customer? This is why advertising your brand niche is so important. Entrepreneurs need to focus and get specific about who their target audience is, and who they want to work with in order to really expand their brand niche and get more sales.

Consider everything about your ideal demographic to sell to. From your target audience’s gender, age, household income, to their location and online behaviours. Think about their occupation and the challenges they might be facing day to day, or rather intermittently.

Depending on what niche you’re selling try to narrow the target customer. The more an entrepreneur knows about their audience, the more effective they can be in creating content and engaging with customers. Defining an ideal customer will allow you to build your brand around a captive consumer.

How To Sell To A Niche Market?

Nearly every market can be further refined, or divided by the specific needs and preferences of its consumers. Some of the most common methods to define a niche are based on:

  • Price (luxury, moderate, discount)
  • Demographics (gender, age, income level, education level)
  • Level of quality (premium, conscious/handmade, economical)
  • Psychographics (values, interests, attitudes)
  • Geographics (residents of a certain country, city, or even neighbourhood)

Selecting a niche is a strategic business decision and not one to take on impulse. Your niche should  serve a certain customer base better than competitors who target the larger market.

What Makes A Good TV Commercial For Your Niche Brand?

At Space City we have seen multiple companies searching for successful TV advertising agencies that deliver low cost advertising with high reward content throughout the campaign. The perfect TV advert would increase sales and brand recognition and be able to be adapted for use across multiple platforms, including TV, Radio, Print, Social etc. Whereas  advertising for niche brands is made successful through the TV advertising agency (Space City’s) involvement Challenger or start up brands (sometimes referred to as small firms) are able to discover what makes a good TV commercial for them, considering their market is not over saturated and their product or service is so specified.

To define a niche, entrepreneurs should consider what it is they do in a way that nobody else can. What area can they succeed in that interests them? Here’s how to carve out a niche when launching a personal branding campaign.

Examples Of Niche Markets?

Whether you one day want to become a big business, or you just want to stay successfully selling in a niche market, you can increase your chances of success through TV advertising. But first begin with your niche. Find what niche products or services people want, and then fit your brand into that market. Let’s explore a few markets to show you how they tackle tacking on different types of niche markets and product opportunities.

Keep in mind this list of niche markets and product ideas is purely a starting point of interest in order to help your brand successfully advertise:

  • Conscious consumers
  • Health and wellness
  • Pet owners
  • The LGBTQ+ community
  • Travellers
  • Gamers
  • Homeowners
  • Remote workers
  • Locals

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What Is Advert Versioning?

Let’s say If you have say a 30 second TV advert that needs multiple cutdown versions creating, either for a new TV advert or for other platforms including Online, social etc. Space City are able to take your pre-existing TV production assets and re-edit them to make multiple brand new 10 second and 20 second versions. This process is known as versioning, for more information about versioning, visit this page.

What Is Advert Reversioning?

Similar to Versioning, Reversioning TV content is when we (Space City) use our in-house resources and equipment to edit existing footage and re-edit your TV content to change its intention. For example, you may want cutdowns of your commercial, or you might have a new sale that you want to promote, or you may want to re-order the scenes in the advert as you think it will increase its performance. There are so many reasons to reversion TV content.

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Why Reversion TV Content?

Advert reversioning can be an extremely cost efficient way of updating your TV campaign without having to shell out for a whole new advert, which would often requires a cast, crew, location etc. All of which of course increase costs and scheduling time for the production.

Cost & Timeline

If you consider all of the stages involved in producing an advert from scratch, you’ll soon realise how much faster reversioning your tv advert is than shooting a whole new creative, as well as how much you could save on advertising costs. Of course the success of Reversioning an ad is dependant on your intentions for the project, for instance are you reversioning your tv content in order to appeal to a new demographic, or is it because the advert will now be seen on a different platform, or perhaps a graphic needs updating. Whatever the reason it can save time and money.

Covid and Reversioning

Reusing the footage you already have reduces or even entirely removes the need for a new shoot. This can be seen as a positive considering Covid introduced a whole new array of restrictions on set, for example cast and crew had to wear masks, the proximity of artists in frame had to be increased, a new cost for supplying tests was introduced, the social distancing conditions for the hair and makeup team changed etc. In conclusion, reversioning TV content could mean not having to compromise on factors which you would have otherwise had to do if you were shooting new content in the midst of Covid-19.

How Much Does ReVersioning Cost?

A full reversioning of an existing stock footage advert for example, would cost under £4000, a far cry from the starting costs of TV commercial shoots that start from £10,000. Saving you advertising costs.

Therefore to create a system whereby whichever marketing direction you deem is cost-effective for your particular niche is relevant, reversioning existing content to suit fresh promotions or product launches is far more cost efficient.

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What Adverts Get Reversioned?

Of course any advert can get reversioned, although Insurance commercials are a great example of ads that get versioned and reversioned regularly. This is mainly because of the amount of graphics that require updating, and also because they have multiple phone numbers that they use in order to track where the customers have seen the ad. They then use that data to either play out more or less of their commercials on that channel in order to gain more business.

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How to reversion your TV Advert?

There are a number of ways advert reversioning can help save on costs. So how do you reversion TV content? The following is achievable at Space City thanks to our in-house facilities and resources, including:

  • End Frames / Pack Shots 

    Updates to an end-board/pack shot product or packaging visual can really enhance an otherwise outdated video. There is also the option of updating an existing advert with the clients latest branded packaging change. With access to your assets we can modify and create your packshot to suit your brand and brief.

  • Creating Cutdowns

    These tend to be in addition to producing a standard 30″ ad or to edit from a previous TVC, whether you’re needing a 10-second, 15-second or 20-second version we can create these with ease. Creating different versions of an advert can reflect a different purpose for each of the edits which can really aid using the same content on different platforms.

  • Captions, Legal & Graphics

    Adding these can be a quick and cost-effective way to update an advert. Of course any new claims are subject to Clearcast approval, and will need to be amended in accordance to the playout countries standards.

  • Voiceovers

    If you’re advert reversioning with different VO’s or foreign language VO’s, this often always isn’t as straight forward as swapping one language VO with another. Different languages have differing durations of speech, so this often requires further planning and amends which of course we can cater to.

  • Re-Clocking

    To find out more about clocking click here. Re-clocking is only required for TV broadcasting. this is in order to keep track of content going out for broadcast, this particularly comes in handy when versioning various telephone numbers on the same creative, British Seniors example below. At Space City we are experts in clocking delivery in order to ensure your ads get sent to the correct stations on time, (this is known as Transmission) saving you time and providing you peace of mind that all versions are accounted for.

  • Clearcast

  • Clearcast are the governing body for all TV Commercial clearance for UK broadcasting. All of our producers are Clearcast trained, therefore all of our re-versioned scripts and creatives will never risk not being approved.  Space City take care of all Clearcast clearance on your behalf, ensuring that your advert meets the legal requirements for broadcast.
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