What is TV advert transmission?
Get your TV advert in front of the right audience, at the right time. TV advert transmission refers to the process of delivering a TV advertisement to TV stations or broadcasters for airing on their channels. After your advertisement has been produced and finalised, it needs to be delivered to the TV stations or broadcasters who will air it. This process involves converting the advertisement into a format that is compatible with the TV station’s technical specifications, such as resolution, aspect ratio, and file type.Contact us
Cost-effective TV ad transmission
We annually review the transmission company we work with so we can pass those cost savings on to you.
How we get your advert on TV
We work with your Media Buyer who provides you with research on your target audience, what other media they consume and insights into your competitors.
We’ll then dig into your campaign objectives and turn the research into a media plan, matching your target audience with audience profiles of potential TV channels. The plan is created with agreed KPIs, showing the channels, audience size, time of day and provisional pricing.
Before you purchase airtime on different channels, Space City produces and edits your advert to completion utilising the above research. This ensures your TV commercial‘s creative narrative is consistent with the audiences that are viewing it.
Choosing where to broadcast your ad on TV
There are over 200 channels and thousands of programmes to buy advertising time for in the UK. You can purchase regional TV advertising slots or global slots. Space City work with your Media Buyers/Planners who help you find the right audience to maximise your commercial traffic.
How much is it to broadcast an advert on TV?
The UK TV advertising market is worth over £1.5 billion a year. Targeted TV advertising or regional TV advertising costs vary significantly based on your ambition and the scope of your creative. However, Space City always pitch 3–4 concepts of varying budgets and scales, in order to provide you with a rounded array of options. The cost of TV media will vary based on various factors. The media buyer company you select will discuss the following:
- Your desired reach
- The frequency of your ad
- The channel selection and other market factors.
Typically, the majority of your TV advertising costs will be spent on the media so that you can target and reach relevant audiences with your message.
How are TV ad transmission costs calculated?
The CPM (the cost for every 1000 impressions) of your TV advert will vary based on the following factors:
- Seasonality – these costs vary monthly (summer tends to be cheaper than autumn for example)
- The trading audience – TV channels trade with agencies against many audiences
- Advertiser demand – if there’s a high demand for TV advertising in the marketplace, you will pay more
- Creative length – 30 seconds is the industry standard for TV advertising campaigns. If the length of your commercial is shorter or longer than this, the costs will vary accordingly. The advert will need to be a multiple of 10 seconds in the UK marketplace.
- Time of day – certain times of the day are more expensive than others. For example, buying daytime TV advertising between 9 am-5:30 pm is cheaper than buying all-time campaigns.
- Regionality – ITV, Channel 4, Channel 5 and Sky allow you to target specific areas of the UK. Generally, this will come at a higher cost per thousand than using the national-only stations.
- Broadcast or Video-on-Demand (VOD) – the majority of broadcasters offer catchup and VOD services; you can tailor your airtime to more specific audiences through VOD but again cost per thousand impressions will be a lot higher than broadcast channels.
Why choose to advertise on regional TV?
Of course, you will receive more traffic if advertising on a large scale. However, let’s say for argument’s sake that your business offers local products or services. This is when regional TV advertising comes in handy and also allows for cost savings. Advertisers can reach a large proportion of their ideal audience weekly with TV.
Here is the percentage of viewers each week who view television:
94.5% of all individuals
95.7% of all adults
95.6% of all ABC1 adults
92.5% of 16 – 34-year-olds
95.2% of men
96.5% of women
97.1% of households with children
It’s clear regional TV advertising holds a lot of opportunities.
What does a TV advert transmission look like?
A typical media buyer’s transmission form will likely contain:
- The station – If your TV station has a +1 sister channel, this will also be included
- Timeframe – the actual period of the campaign, AKA the viewing date’s start and end. This can be as short as one day or can cover a whole month
- Weekdays – this shows which days of the week the campaign will be delivered. TV is flexible so you do not have to advertise seven days a week but can focus on specific days that are most effective against KPIs.
- Daypart – this is the time(s) of the day the advert will be broadcast. You can buy different periods of the day to suit your campaign.
A Space City TV advert transmission form typically looks like this:
- Clock number – the clock number is a method of differentiating each individual version of your advert. Why have different versions of your TV advert? Well, let’s say you want to test which TV channels deliver the most traffic to your product or service. You can create different versions of your adverts that vary in telephone number or offer graphics or endboard calls to action, meaning you can track which channels are delivering the most reward.
- Transmission site – this is the umbrella company that owns the stations you want to deliver your campaign to, e.g. Sky, Channel 4, ITV etc.
- Station – this is the specific channel your TV commercial will be sent to
At Space City, we charge for the number of ‘playouts’, the final version of an advertisement that is ready to be broadcast or distributed on various media channels. This is why we can’t quote for transmission before receiving your station’s list.