New to TV advertising?
Start here.
Advertising on TV can seem complicated when you’ve never done it before, but it doesn’t need to be.
This guide takes you through the basics, from understanding what TV advertising costs and how airtime works, to creating the advert, getting it approved and getting it on screen.
How do you get your advert on TV?
There are three parts to it: the advert has to be made, it has to be approved by Clearcast, and airtime has to be bought so the broadcasters have somewhere to show it. We look after the first two and deliver the finished advert to the broadcasters, and the airtime is arranged through our media buying partners.
Why advertise on TV?
TV reaches a lot of people at once, and people tend to trust the brands they see on it. You don’t have to buy the whole country either, because you can advertise in your own region, or even to particular households.
How much does TV advertising cost?
There are two things to pay for. The first is creating the advert, and the second is buying the airtime to show it. They’re budgeted separately, so it helps to think about both from the start.
How does the process work?
It starts with a brief, where we find out what you want the advert to achieve. Then come the idea, the script and the storyboard, followed by production, Clearcast approval and delivery to the broadcasters.
What is Clearcast?
Clearcast is the organisation that checks TV adverts against the advertising rules on behalf of the broadcasters. Every advert has to be approved before it can be shown, and we handle that for you.
How does TV airtime work?
Airtime is the space your advert appears in, and it’s bought through a media buyer. You can buy it on traditional broadcast TV, either nationally or in a single region, on AdSmart from Sky, which targets particular households, or on streaming services.
What are TVRs?
TVRs, or television ratings, are how TV audiences are measured and how airtime is bought. One TVR is one per cent of the audience you’re trying to reach.
How long does it take to get on TV?
We recommend allowing at least six weeks from the point the concept is approved, and more ambitious productions can take longer.
How do you measure whether TV advertising works?
Mostly by watching what happens to things like website visits, enquiries and sales while the campaign is on air, and comparing that with what you were seeing before.
Do I need to know all of this?
No.
You don’t need to become an expert in TVRs, Clearcast, broadcast specifications or media buying before you advertise on TV. That’s our job.
We can take care of everything, from developing the idea and producing the advert through to clearance, delivery and helping to arrange the airtime.
See what your ad could look like.
Tell us a little about your business and we’ll put together a storyboard, free of charge, so you can see the idea before you commit to anything.