The Grey Market: A Golden Opportunity in TV Advertising

In recent years, TV advertisers and broadcast executives seem to have become increasingly focused on targeting younger audiences. However, in their quest to appeal to Gen Z and Millennials, they often overlook an important demographic at the other end of the spectrum: the over-50s.

The Financial Power of the Over-50s

According to IFS, the over-50s hold a significant portion of the UK’s wealth. The 55-74 age group possesses over half of the country’s £12.8 trillion in wealth, whereas individuals aged 16-34 hold a mere 3.3% of this amount. This stark contrast underscores the substantial financial influence of the older demographic in the UK. Additionally, due to improved health outcomes, there is an increased population of older individuals. In fact, in the UK, there are now more pensioners than teenagers.

Viewing Habits: A Generational Shift

Viewing habits have changed dramatically over the last decade. Younger people are turning away from traditional linear TV in favour of obtaining content through alternative channels such as social media, streaming platforms, and other apps. Connected TV (CTV) has emerged as a prominent player in this evolving landscape, offering a bridge between traditional television and digital streaming platforms.

Meanwhile, a high percentage of older viewers stay seated on their sofas, watching TV in the way they always knew. According to Ofcom’s Media Nations 2023 report, although individuals aged 55 and above represent approximately one-third of the population, they contribute to half of all Linear TV viewing activity.

Beyond Stereotypes: The Dynamic Over-50s

Before we explore why the over-50s demographic represents untapped potential when advertising on TV, it’s essential to gain a deeper understanding of this diverse group. As we delve into the characteristics of this demographic, it becomes evident that their financial behaviours and lifestyles defy what most people might think.

For instance, retirement, once seen as a milestone reached in one’s 60s, has transformed the over-50s. Rather than viewing retirement as a time for leisure and relaxation, many individuals are choosing to prolong their professional careers, driven by a desire for continued fulfilment and personal growth. This shift reflects a broader trend towards active ageing, where retirement is embraced as an opportunity for new experiences and meaningful engagements.

Furthermore, the over-50s are actively influencing various aspects of social and economic landscapes. Surprisingly, one in four single individuals aged 50-64 are actively dating, indicating a vibrant social life. And when they are dating, they are inclined to spend more money on an evening out than a younger person would.

Additionally, their influence extends to the travel industry, where their spending on holidays has surged by 23% over the past five years. In contrast, younger demographics are spending less on travel due to the current economic pressures in the UK.

Reshaping Consumer Trends

In the UK, millions of older individuals not only possess more wealth but are also more eager to spend it on discretionary items with lucrative profit margins. Enthusiastic about exploring new products, over half of individuals aged over 70 affirm that they frequently engage in online shopping, underscoring their active participation in modern consumer culture.

Despite these compelling trends, some argue that the advertising industry has been guilty of “youth-washing”, a practice rooted in the misconception that younger audiences hold inherently greater value. While it’s true that some young consumers may establish lifelong brand loyalties, many won’t.

Meanwhile, people who celebrate their 50th birthday can suddenly find that overnight they become the target of ads for pensions, hearing aids and walk-in bathtubs.

Unlocking the Grey Pound with TV Advertising

Currently, individuals aged 55 and above are significantly underrepresented in television commercials. They feature in only 23% of broadcast ads, despite constituting 65% of all TV impressions. Moreover, they only hold leading roles in 12% of commercials (source: ITV).

Additionally, there exists a gender disparity, with older women being far less likely to feature prominently in commercials compared to older men.

As a result, many older viewers express dissatisfaction with TV advertisements, citing a lack of relevance. They find it challenging to relate to the characters or scenarios portrayed.

A recent survey by the marketing company Anything But Grey found that 90% of people over 50 couldn’t name a single TV commercial they had recently seen that featured someone of their age group.

This could be partly attributed to the demographics within the advertising industry itself.

The average age of an advertising agency employee in the UK is 34, with a noticeable drop-off in representation as age increases. The industry has been criticised for a tendency to phase out individuals, particularly creatives, as they reach their 40s. The proportion of agency staff over 50 is only 6%, and those over 60 comprise a mere 1%. An article in the marketing magazine The Drum recently noted, “Why aren’t there any retirement parties in our business?”

Advertising agency hotshots can all too easily become obsessed with capturing the attention of younger audiences, potentially overlooking the presence of a larger and potentially more profitable market segment.

Bridging the Gap: A More Inclusive Approach

Search any stock image photo library for pictures of people aged 50+ and you will probably see a familiar selection of ageist stereotypes and tropes, reflecting what other demographics may visualise when asked to think of someone of an older age group.

Of course, not all older people are fragile, lonely and home-bound, sitting in an armchair while quietly sipping tea in the evening light. Nor are they super-fit long-distance runners.

By perpetuating these stereotypes, TV advertisers risk alienating older audiences and patronising them. If they feel misrepresented or unable to relate to the ads, they are less likely to engage with them.

We believe it’s time that the TV advertising industry starts to dedicate more effort towards creating commercials that resonate with older viewers. To begin with, there should be a greater focus on segmenting this extensive and varied demographic, rather than simply grouping them all together as one.

For example, a 50-year-old is very unlikely to feel like, look like or have the same interests as a 90-year-old; however, brands often group them under the 50+ category.

There are thousands of different shades of grey.

Not only is it important from a creative and ethical standpoint to tackle this issue, but also advertisements that effectively captivate the audience will yield a greater return on investment for their clients.

At the moment the “age representation imbalance” is huge. So, advertisers need to address the problem. They need to push the boundaries and think carefully about how their commercials will be perceived by real viewers in the real world.

Rather than solely focusing on age, advertisers should utilise more powerful tools that categorise people based on their lifestyles or interests, allowing them to understand the real person beyond just their age.

Get your TV advertising right and the rewards are waiting to be reaped.

In the dynamic realm of TV advertising, staying ahead requires tapping into emerging trends and demographics.

Interested in exploring how you can properly tap into the grey market in your advertising efforts? Have questions about our production services? Or simply want to discuss your next project idea?

Click the button below to start a conversation.

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.

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.

Dynamic Ad Insertion: A Game Changer

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.

Sky AdSmart: Leading the Way in DAI

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.

Interactive Advertising: Elevating Engagement with CTV

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.

Personalised Viewing Experience: The Ultimate Goal

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.

Advertising Analytics: Measuring TV Ad Success

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.

Cost Efficiency: Maximising ROI in Advertising

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?

Click the button below to start a conversation.

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.

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.

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.

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:

1. Project Type

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.

2. Budget

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.

3. Timeline and Flexibility

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.

4. Creative Control

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.

5. Project Complexity

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.

Space City has created two new commercials for Smart Insurance, the UK’s top-rated life insurance provider for customer experience (source: Fairer Finance).

The commercials showcase a new look for the brand, as well as enhanced product features. The refresh, which includes a new logo, is designed to give Smart Insurance a more modern and distinctive appearance.

New customers will also benefit from free health and wellbeing services, a £125 gift card and the Smart Cashback, a 10% refund of premiums paid after one year. Unlike other life insurance companies, Smart offers new policyholders immediate cover.

There are initially two new creatives, “School Run” and “Playground,” edited as 90” and 60” versions. A third creative will be added early next year.

*Information provided in TVCs correct for November 23. Subject to change.

In the beginning there was reality. If you wanted to film in a kitchen, you found a kitchen to film in. Or, if your budget was larger, you built a kitchen set in a studio. Either way, the actors performed in a real environment, and you could see what you were filming through the camera’s viewfinder.

Then films started using “green screen” (or “blue screen” if you worked in television). Actors perform in a studio, and the surrounding environment is keyed in in the background, either during the filming itself, or more usually, being added in post-production.

In Hollywood this created the opportunity for big-name (i.e. big budget) actors to film all their scenes in a couple of days. Teams of graphic artists would then spend weeks or months adding all the surrounding scenery, as well as other artists to create the finished movie. Expensive, but not as expensive as paying for the megastar to film all their scenes in a studio or on location over the same period of time.

But in the last couple of years, virtual production has been completely transformed. Not only is it a lot more sophisticated than before, but it is now also an affordable way of creating sets and special effects for productions on relatively modest budgets.

The latest technology combines computer-generated imagery (CGI), augmented reality and motion capture to create an environment where actors can completely and convincingly interact with a non-existent world around them, and this can be done in real time. So the finished result can be seen on a studio monitor at the time of the shoot, and there is only a small amount of post-production required (e.g. grading the colours to look perfect).

Furthermore, it is no longer necessary to use giant green screens for the background. The availability of cheap, high resolution LED panels means that the background image is physically present in the studio for the actors to interact with. Anyone who has seen ABBA Voyage in London will know how effective these giant LED screens can be.

The advantages for Space City are clear. We can film in several locations in one day, which would be impossible using traditional film production. We can film either in locations that look contemporary and realistic, or we can relatively easily create a Dickensian London street or the surface of Mars, if that is what the script requires.

The technology is moving very quickly and, fortunately, the UK is at the cutting edge of developing visual effects software and equipment. Best of all, if it’s done properly, the viewer doesn’t even have to know what’s happening. As John Lennon said, “nothing is real.”

With 30 years of industry experience, Creative Director Victor van Amerongen shares his wisdom on how to make a successful & affordable TVC.

THE ARTICLE ON THIS PAGE (AS SEEN ON THE INDEPENDENT) HAS BEEN PRODUCED BY BUSINESS REPORTER, WHICH TAKES SOLE RESPONSIBILITY FOR THE CONTENTS:

For many UK companies – even large and established ones – the prospect of advertising on TV can be daunting. There is a general perception that TV is only for the big boys – brands with at least a couple of million to spend on creating an advert and buying airtime.

Space City has tried to change this. Since 1992 it has been producing cost-effective TV ads for a wide range of companies, including many that are using the medium for the first time.

It has pioneered new ways to make adverts for relatively modest budgets without sacrificing production values.

To put this in figures, in a world where the average UK TV ad costs around £180,000, Space City makes ads that are predominantly in the £20,000 to £80,000 range.

The company was founded by Victor van Amerongen, a former BBC current affairs producer, and Amanda Alexander, a composer of TV signature tunes.

It has grown steadily over the years and now ranks at number 27 in the Campaign top 100 UK advertising agencies, with annual billings in 2020 of £52 million.

Space City has been based in Hammersmith, West London, since its inception, although it now also has an office in Manchester. Investment in its facilities has been one of the key ways it has managed to cut the cost of production; the company now owns three 4K edit suites, a recording studio, a casting studio and extensive in-house graphics capabilities.

A large proportion of Space City’s adverts are DRTV (direct response) or BRTV (brand response), meaning they include some sort of mechanism to generate immediate interaction from viewers. Most commonly the call-to-action will be to go to a company’s website, download an app, respond by text or make a call.

This accountability means that most adverts can be carefully tracked to ascertain how well they are working, including the number and quality of responses, which in turn gives the advertiser information about their cost-per-response (CPR) or return-on-investment (ROI).

Space City’s clients include many well-known brands, including Alzheimer’s Society, British Heart Foundation, British Seniors, Emerald Waterways, Greater Anglia, Kärcher, Kenwood Travel, Palmer’s, Post Office, RSPCA, Scope, Unilever, Villa Plus, Virgin Experience Days and Wowcher.

The company made the first-ever advert for a price comparison website, Confused.com. It has also created several memorable musical jingles, including tunes for Moonpig and GoCompare.

Space City offers advertisers a complete script-to-screen service. Based on a brief, the creative team will devise a number of script ideas and advertising concepts. Once an ad is in production, they will then take care of all aspects of filming, including casting, wardrobe, location hire, crew sourcing, post-production editing, voiceover recording and music composing.

So, if you’ve thought about TV advertising but you haven’t yet taken the plunge, why not call Space City now?

Put your business on TV with a cost-effective TV commercial from Space City

Originally published on Business Reporter

Leading claims management company, Claimhunters, has produced its first ever TV commercial production

CLAIMHUNTERS has launched its first ever TV commercial with the UK’s most cost-effective TV advertising production company, Space City.

The 30-second advert is entirely animated and has been created in the direct response to mould to induce instant sales uplifts, while also engraining brand.

Featuring a despondent character, Steve, who struggles to see other people succeed in successfully applying for PPI claims, the ad looks at truly subverting the initial malaise.

Underscored by the problem/solution approach, contrast is showcased within the same opening shot of Steve and those revelling in their new found wealth.

In order to showcase the services of Claimhunters, while also creating an aspirational premise for the ad to thrive, the company’s website was shown on a phone screen and fully immersed in the creative.

Claimhunters DRTV commercial production from Space City featuring animated character, Steve — Claimhunters is one of the only companies offering an online-only service – this is showcased in the DRTV commercial.

As well as illustrating the process of claiming with the business, the ad sought to evoke other investigative connotations by paying deference to Sherlock Holmes and the aspiration of assimilating with evocative elements of popular culture.

With no dialogue in the ads, a voiceover was used to lead consumer thought and ensure that the context of what was being portrayed was both unequivocal and trustworthy.

The ads are set for an initial test during the second half of August 2018, joining fellow Watford-based Space City client, CGON on national TV.

Claimhunters is one of the only PPI claims management companies that is online only, ensuring that the USP was easily conveyed during the 30-second creative through the integration of the online process during the DRTV advertising production.

Space City has been delivering TV, online and radio advertising productions for over 25 years, while being the UK’s number one producer of TV commercials since 2000.

Watch the new Claimhunters TV advertising production below and find out more about Space City’s award-winning advertising, versioning, post-production, transmission and clearance services by navigating to our about us page.

Winner of British Invention of the year, eFOLDi, has assembled its first ever TV commercial with Space City

eFOLDi Has launched its first ever TV advert to broadcasters after using Space City to produce its debut commercial with the UK’s number one company.

After creating a live-action shoot concept for the award winners, 30, 20 and 10-second versions of the creative were chosen to showcase the electric folding scooter in its debut TV appearance.

Utilising a variety of transition shots, the advert showcased the device’s versatility with the eFOLDi user superimposed into a variety of locations including an airport, cruise ship and beach.

Using special effects and transition shots, the process of assembling the eFOLDi was showcased during the opening shots in the ad, with the complete consumer journey concluded by the packing up process, too – all within a 30-second creative.

Conveying the ease and convenience of using the scooter was the ultimate campaign aim, with other product virtues showcased in roundels — so to not distract from the product showcase — which was imperative given it was the company’s first appearance on TV.

Actor and product cost-effective TV commercial production from Space City — The absence of sync-sound ensured the eFoldi commercial production could embed engrain brand in consumers.

The advertising production was filmed across various external locations in Hammersmith and Ravenscourt Park, London, with green screen footage shot within Space City’s bespoke casting studio.

For its initial broadcast test, the ad will air exclusively on ITV1, with other spots to be decided after this initial period.

After winning the British Invention of the Year award, eFOLDi also enjoyed product endorsements from business tycoon, Richard Branson, and Jason Bradbury, star of Channel 5’s, The Gadget Show.

London commercials producer, Space City, is the UK’s most cost-effective TV advertising production company and rose a further seven places in Campaign Magazine’s agency rankings in 2018.

You can watch Space City’s debut TV advertising production for the innovators here, while you can find out about the London production company’s other projects via this link.

Contact the team now and ensure your business is scooting ahead of the competition with a lucrative solution from the UK’s best.

Willen Lake has released a new advert, but how has The Parks Trust-operated business decided to advertise with Space City?

WILLEN Lake has released its debut TV advert to broadcasters after joining forces with Space City for its debut foray into TV advertising.

The Milton Keynes-based company produced a 30-second DRTV commercial, which showcases the lake’s eclectic array of outdoor activities, including kayaking, wind surfing, canoeing and zip wiring, all within the premise of stock footage augmented to HD footage and a voiceover.

Choosing to advertise in the summer months, The Parks Trust-operated Willen Lake was looking to maximise the prolonged period of warm and dry weather across southern Britain to stimulate new consumers to visit and enjoy the myriad activities on offer.

Having never advertised on TV before, Milton Keynes’ largest lake utilised the services of the UK’s most cost-effective TV advertising production company to deliver its first campaign.

Space City's cost-effective TV commercial production for Willen Lake — Willen Lake needed an experienced, credible and cost-effective TV advertising production company for their first production.

The lake is the most popular park in the town, with a 5km walk around the perimeter awaiting those who visit.

Having launched a new website earlier in 2018, Willen Lake has increased its marketing output to accommodate the UK’s most lucrative means of advertising: TV.

Space City is the UK’s number one producer of cost-effective TV commercials, having delivered more ads than any other company since 2000.

After rising a further seven places in the Campaign Magazine agency rankings, Space City was awarded the Most Cost-Effective TV Advertising Production Company title in the Corporate Excellence Awards.

Watch the new Willen Lake TV commercial production now, or visit the company website to find out more about their services.

The UK’s number one producer of TV commercials, Space City, is officially the UK’s most cost-effective advertising production company

Production giant, Space City has been named the UK’s Most Cost-Effective Advertising Production Company in the 2018 Corporate Excellence Awards.

Having won the 2017 Best Local Employer accolade at the Brilliant Business Awards, the latest honour represents the London advertising production company’s first industry award – chosen on competency and high acumen in the commercial production sector.

Based on criteria including previous accolades and achievements; peer esteem and level of industry experience; physical and digital presence; contracts, products and services of note; commitment to growth and expansion and extra curricular activities and community involvement, the awards are a reflection of Space City’s continued improvement internally and creatively during the last year.

As well as providing the highest productivity of any advertising company per-head, the most cost effective producer of TV commercials delivered increases in advert ROI of more than 25% between the 2016/17 and 2017/18 financial years.

The awards are selected on merit and are non-entry based, with all winning companies chosen based on qualitative and quantitive research undertaken by Corporate Vision Magazine.

Space City has been named the most cost-effective UK TV advertising production company.

With a circulation of over 130,000 business professionals and industry leaders, the publication chooses to publicise its awards scheme within its editorial, as appose to utilising paid-for award ceremonies.

Upon selecting Space City as the Most Cost-Effective Advertising Company, Head of Features at CV Magazine, Jo Holloway, explained why the Hammersmith creative experts were deserving of the award. She said: “Once a shortlist had been identified, our team produced a form of overview which was then passed along to our in-house jury.

“They made their final evaluations as to whether or not they agreed with the teams’ decision to put Space City forward.

“Following on from this, our team identified Space City as the winner, which the jury felt best reflected the company’s hard work and success during the past 12 months – congratulations, it’s well deserved.”

Having also climbed seven places in the Campaign Magazine agency rankings, Space City has continued to innovate and invest, to provide more companies with cost-effective TV, online and radio advertising solutions.

You can find out more about the awards, selection process and CV Magazine here, while more information can be found out about Space City’s award-winning, cost-effective TV advertising services across the website.