TV media buying

There are two halves to getting on TV. Making the advert is one of them, and buying the space it appears in is the other. Media buying is that second half, and it’s all about deciding where, when and how often your advert is shown, and who gets to see it.

While we concentrate on making your advert, we work with some of the best media buying organisations in the UK to plan and book your campaign.

Who does the buying?

Buying airtime well is a specialism of its own, which is why we leave it to people who do it all day, every day. Our media buying partners have the knowledge and the buying power to get your advert seen by the right people, at the right time and at the right price.

From your point of view you’re still dealing with one team, and the creative and the media plan are developed side by side so that each one supports the other.

Start with what you want to achieve

Booking the airtime is the straightforward part of a media buyer’s job, and choosing the right airtime is the hard part. Buying the right airtime is harder, and it’s where the money is either well spent or wasted.

A good media plan starts with what you want the campaign to achieve and who you need to reach, and then works out the most efficient way of getting your advert in front of those people.

What goes into a media plan?

When a plan is being put together, these are the things that get weighed up:

Audience: who you need to reach
Location: whether that’s one region, a few specific areas or the whole country
Budget: what you’ve got to work with, and how to make it go as far as possible
Reach: how many of your audience get to see the advert
Frequency: how many times they see it
Timing: the time of day, the time of year and how long the campaign runs for

Where your ad can run

There are more options than most people realise:

Linear TV: the traditional broadcast channels, which can be bought nationally or by region
Regional TV: one or more TV regions, which suits businesses that trade in a particular part of the country
AdSmart from Sky: your advert shown only to the households you choose
Streaming: the broadcasters’ on-demand services such as ITVX, where adverts can be targeted by audience and area

Most campaigns end up using a mix of these, and the right blend comes down to your audience and your budget.

Already have a buyer?

That’s no problem at all, and we’re happy to work with them. They look after the airtime, and we look after the creative, the production, the clearance and the delivery. If you’re working out how to divide your budget between the two, the 80:20 rule is a good place to start.

Talk to us about your campaign