Advertising on TV

[DawnieB]

Oooh, my first thread - sooooo exciting!!

I'm trying to find out a rough, ballpark, finger in the air, cost for advertising on TV - preferably on one of the BIG 5. I've called a couple of agents but they don't seem to be able to give me any sort of rough estimate..."depends on how many thousand viwers, what age group, demographics, regionality, timing, etc, etc".

Has anyone else had any experience in this area?

I expect it's HORRENDOUSLY expensive

 

[Kelly @ Shop4thelot]

Hi Dawnie,

If you really look into it, it is not that expensive, you can go to specialist companies that will find the best deals for you that will be cheaper than if you went to the stations direct. Something like 40% less in some cases.

Can't remember the names of some, but will found out for you

Hope this helps!

 

[DawnieB]

Fab! Thanks, Kelly.

 

[eddieriby]

Oooh, my first thread - sooooo exciting!!

I'm trying to find out a rough, ballpark, finger in the air, cost for advertising on TV - preferably on one of the BIG 5. I've called a couple of agents but they don't seem to be able to give me any sort of rough estimate..."depends on how many thousand viwers, what age group, demographics, regionality, timing, etc, etc".

Has anyone else had any experience in this area?

I expect it's HORRENDOUSLY expensive

Let me know if this works....

http://www.itvmedia.co.uk/documents/pdfs/advertiser_toolbox/example_spot_costs.pdf

These are just examples we gained from ITV last year.

 

[da8iwr]

Not sure about TV, but radio was £2000 per week for 14 slots of their choice.

We found that a few of there choices were at 3am and other useless times, so we gave up and stopped spending money with them. That was Galaxy FM and Metro Radio.

For ROI we have found print media doesn't work, Radio had an effect, but never paid for the advertising, and a client of mine who uses TV ads through a marketing agency, has more trouble than its worth by just nutters phoning up to "tire kick" if you know what i mean.

For ROI, the best way we found is mail drop. We use a local company (after going through a few that just put the leaflets in a skip), who deliver to which ever postcodes you want.

We gave them the postcodes we want delivered to and provided the 100,000 printed leaflets which were extremely cheaply printed abroad.

The campaign was so successful, that they even asked staff to come in over the weekend etc. It was for a electrical wholesalers and they have done very well from it, better than Google ads, Trade press, magazine ads, Froogle, Shopping.com, pricerunner.com and radio (they never tried the TV ads).

I personally tried Yell.com and the yellow pages. We have had about 3 calls from the yell.com and none at all from the directory. We spent £11,000 on yellow pages per year for 3 yrs, half page ads in Internet design, over 4 counties, Durham, teesside, northumberland and tyne and wear...

Not one call.

If you have a 2002-2004 directory of those areas you can see it.

Hope this helps
Ian

 

[DawnieB]

I've just registered with the itvmedia site so I'll check that out.

Thanks for the info Ian. We've done direct mailing before on a smaller scale for other projects I've worked with and we've seen about a 6% response. Never tried on a bigger scale so might be worth a go - especially as the costs are so low.

Did you use a distribution company? I know the local papers will do it but they charge a lot and no-one looks at the leaflets if the just arrive in a big batch in your paper.

 

[welshnoonoo]

What are you advertising DawnieB?

 

[nguarantee]

Oooh, my first thread - sooooo exciting!!

I'm trying to find out a rough, ballpark, finger in the air, cost for advertising on TV - preferably on one of the BIG 5. I've called a couple of agents but they don't seem to be able to give me any sort of rough estimate..."depends on how many thousand viwers, what age group, demographics, regionality, timing, etc, etc".

Has anyone else had any experience in this area?

I expect it's HORRENDOUSLY expensive

I've never really done it, but from what I learned, it really does depend on the reach, frequency, time you want your ad shown, etc. They have this formula (I forgot) that will include your trget audience, and they will take into consideration the time (since if the ad will be shown at primetime, for example, it will really be more expensive than in other time slots).

 

[da8iwr]

Thanks for the info Ian. We've done direct mailing before on a smaller scale for other projects I've worked with and we've seen about a 6% response. Never tried on a bigger scale so might be worth a go - especially as the costs are so low.

Did you use a distribution company? I know the local papers will do it but they charge a lot and no-one looks at the leaflets if the just arrive in a big batch in your paper.

Hi DawnieB, yerp your right about the effect of too much junk in one pack ie magazines, newspapers etc.

Also we had major problems finding reliable good companies that will offer a good service and not put the lot in a skip. So we now only use 2 methods for any client, to ensure reliable service

First is the post office
http://www.royalmail.com/portal/rm/content1?catId=36400685&mediaId=36400698
They charge £31 per thousand (3.1p each) but we got this a little cheaper through alphagraphics, but not much.

Second is (I always forget the name of the company) amero, or ameco or something like that.
Never had any probs with them and they are a little cheaper than the post office. I know they're in Newcastle, but not sure about anywhere else. But I'm 99% sure its a large franchise nationwide.

This works a little better than mag inclusions, as they are individual and not thrown away as easy.

You can see what the post office say here with their stats, which are maybe high and modest, but i honestly think this is the best way of ROI for a product that the general population will use.
http://www.royalmail.com/portal/rm/jump2?catId=400046&mediaId=400049

Also the beauty of mail dropping residential homes is you get company directors, owners, managers, buyers in their own homes, and it doesn't get filtered away by some specky little secretary before they see it. It works miracles for my web design, probably 40% of my work is found this way. When people are in an office they expect junk mail and sales calls, so they know how to get rid of it.

But that's not the same if you target homes, as they don't realise whilst they are having their egg and soldiers reading the morning post and come across your brochure, they will spend a bit of time reading it. As it prevents them from having to talk to their wife/husband they should have divorced years ago because their life is stagnant and boring.

Middle class - middle age (harsh but fair)
Im 30 and getting married in May 08, lets hope i dont go the same way :redface:

Ian

 

[thegateways]

Depends on your product and brand value, if you are small business owner, ads on local cable/video marketing through youtube can be an alternative cost effective way to go with.

 

[Team BB]

Skimmed through the post, one thing to keep in mind is production costs and regulations.

A company I worked for ran an ad campaign on TV ( not the big 5) but never the less the hoops that the advert had to jump through was amazing.

Size of wording, positon of wording, the script etc all were issues an drove the cost up due to re-working the add.

I agree with other on this post, going down the youtube online publishing is far better as production costs are reduced as it is not as heavly regulated.

Just in case it hasnt already been mentioned))))

 

[tristantate]

Of course, but the 25-30k i quoted is including the full production of your add and UK BACC approval. Google t2television and look at our website, television really isnt expensive at all. Only profit margins inflate the cost, but we eliminate them. Alot of companies are sceptacle about us to begin with, but now we work with companies as large as electrolux and pyrex cookware. And our scriptwriters ONLY write scripts that can be approved easily by the BACC so there is no jumping through hoops, but I understand how awkward the BACC can be sometimes so i understand the concern.

 

[tristantate]

Just realised my spelling mistakes, sorry im not concentrating lol.

 

[peebles]

Oooh, my first thread - sooooo exciting!!

I'm trying to find out a rough, ballpark, finger in the air, cost for advertising on TV - preferably on one of the BIG 5. I've called a couple of agents but they don't seem to be able to give me any sort of rough estimate..."depends on how many thousand viwers, what age group, demographics, regionality, timing, etc, etc".

Has anyone else had any experience in this area?

I expect it's HORRENDOUSLY expensive

Hi,

Interesting question.

I was wondering how much it would cost to actually make the advert - location/actors/film crew/director?

Does anyone know?

 

[tristantate]

Well the 25k-30k price im talking about for a standard campaign includes actors, location etc etc. we also make ALL changed to the advert with no extra cost if the client isnt happy or if the BACC kick up issues.

 

[da8iwr]

£25K is realistic costing in fact quite cheap, as this short movie I've been involved with in the last few months, produced for an online fashion TV station, cost the client approx £25K plus VAT
http://tinyurl.com/68lmwn

That has no actors, no scripts, and no advertising regs to work too, not even the air time advertising slots.

There is a huge amount of work gone into this video though, mostly, from a team of 3 videographers, editing, after effects, Flash production, and Bullet Time Photography being added to the video which is incredibly expensive for the equipment.

The garments were captured in these quick time movies in bullet time
http://bullettimephotography.com/temp/lily
(You need Quick time to play it as a virtual object)

This one only had 8 images, as we are going to do something else with the images later on, but this Bullet Time movie is actually part of the flash movie in the tinyurl, you can see it if you watch the movie, it drops an image down which will then work like the VR Movie in the flash below, so you can see the clothing from all directions before buying it.

This is myself taking the images laughing whilst 2 of the other crew are messing about
http://bullettimephotography.com/temp/lily/enamulflying.html

The method of photographing fashion and clothing has been done with a turntable in the past, but it never comes out right, as you can see the example of here
http://bullettimephotography.com/temp/lily/turntable1.html
(That's me looking up her skirt )

Its taken me 18 months so far to get this rig to this stage, and I'm sure in the next few months it will be perfect, as the learning curve has been about as steep as you can get with absolutely nobody you can ask for help anywhere.

But no offence to any advertising people, but the standard of video for an advert is usually very low unless it is for one of the big huge companies like Coca Cola or somebody like that. But even then, the new Coca Cola advert with the Grand Theft Auto fella walking around a ghetto was produced by a 24 yr old guy who has worked for me freelance for many years and charges approx £10,000 per minute of film, which is very cheap considering the quality of his work and what you can charge.

The Holland Barret adverts with Kim Wilde are produced by a friend of mine in Newcastle, and he charges no where near 25K. But when you need something that is OK, not artistically or creatively amazing, that's what they want and ask for.

Regards
Ian
(sorry for going off the track there, but I'm just trying to show the huge amount of resources that goes into producing even a small campaign/video like this)

 

[Christoff]

Oooh, my first thread - sooooo exciting!!

I'm trying to find out a rough, ballpark, finger in the air, cost for advertising on TV - preferably on one of the BIG 5. I've called a couple of agents but they don't seem to be able to give me any sort of rough estimate..."depends on how many thousand viwers, what age group, demographics, regionality, timing, etc, etc".

Has anyone else had any experience in this area?

I expect it's HORRENDOUSLY expensive

We recently had a campaign on ITV Wales & West regions, 3 ads per day for 5 days. Ads spread throughout day with 1 being shown at 22.30 just after news all ads were 10 seconds long.....Cost 5k, although it did achieve what we wanted from it.

Hope this helps.

 

[da8iwr]

Wonder how much this cost to make??
http://www.youtube.com/watch?v=ZwVaLFbLFOM

I expect it was about a tenner, with a free drink next time we go out and a packet of cheese and onion crisps

But i suppose it worked, an advert is for only 2 main reasons, product awareness (and capabilities), and to make the product feel more known to give the client the confidence in buying it when given the choice of this product or a rivals.

 

[glennmid101]

Before you start putting your hand in your purse , step back.

I am interested what you are advertising, have you looked at the market in full?

Are you promoting a website address ?

Who is your market ?

Also look at the costs associated with making advert, whether it is tv or Radio ?


Nothing against tv, but just step back, i can hear the ad people's meter running already.

 

[LINGsCARS]

I am currently running a TV campaign on Tyne Tees.

You can see the ads here: HERE

Certainly creating loads of traffic. As car buying cycle is a long one, I will measure after 3-months. If successful, I will roll out nationally. I need to move average 3 cars per advert to make good profits from it.

 

[Jeff-Smith]

Hello Ling,

Well the adverts are colourful and you can't miss the web address

3 car per advert? Is that each advert made or each time an advert runs?

Why measure in 3 months, is the response not very good yet?

Are you able to say how much they cost?

 

[LINGsCARS]

3 per advert broadcast, on average. That is what i need to achieve. But, as people's car buying cycles are very long (I still get proposals saying "saw you on Dragons Den"). Tonight, my website peaked at around 150 visitors and I have had many quote requests, 3 immediate proposals 6pm to 9pm, and a few other revenue items like PX enquiries, Insurance enquiries and many registrations for my "car price update" emails.

God knows what the end result will be. If it could be accurately predicted, I would borrow £5m and run national adverts every night on TV. I can only test this region and then roll-out if successful. If not, then I will have to re-think strategy, eh?

Yes, the campaign of 33 x 20 second adverts cost around £12k. Making them was cheap. But the cost is difficult to measure per viewer and then there is reach etc. Who knows if a bored housewife watching Jeremy Kyle will be better than someone watching the News or The Bill?

My attitude is ***k it, just try it. If I never try it, i will never know.

 

[da8iwr]

My attitude is ***k it, just try it. If I never try it, i will never know.

LOL
I was looking through your adverts there, for others there are much better quality of her vids on you tube itself, you can enlarge them which you cant on the ad agency site.
http://www.youtube.com/profile_videos?user=LINGsCARS&p=r

Have to say though, I'm not sure if it is YouTube messing the sound quality up, but the advert5 has terrible sound.
http://www.youtube.com/watch?v=44yJoy4yag8&feature=user

From about 20 seconds on, i have no idea what you said, i asked my fiance to see if she could work it out and and she couldn't either, so i asked the guy in the flat next door, (who near enough lives in our flat drinking our coffee!!!) and he couldn't either.

Maybe its because i live in Makem land, but i think the sound really needs tidying up, to get rid of the hissing on the S's.

But that is a miner negative. Most of my work is in London as that's where my clients are, and i have to say the only thing i love there is watching how fierce the business battle is. You park your car for 10 seconds in a B&Q car park you come out to find it plastered with little leaflets, you drive/walk down any road you see people standing with little boards and signs advertising stuff.

In the north east, that never happens (or extremely rarely), business is a little easier here i have to admit, but in general if you have some body with the London's fierce marketing look on business like Ling does, you will do nothing but be successful.

PS
Ling where has your nuclear bomb gone from the A1 next to darlington, my home town, its not been there for ages!!!

 

[LINGsCARS]

Hi!

The missile is parked up. I struggle to find somewhere to park it as unauthorised advertising without planning consent is now criminal not civil matter, I have been told. I need somewhere with high vis, but where it is safe and won't get fire-bombed or destroyed by kids.

I agree business is easier here, pressures are less, but I do operate nationally.

I am hated by many car dealers.

ITV refused to run the "mackam" advert. ))

Sound quality is fine when broadcast, may have been youtube, but I can understand me hahaha. I say "any suggestion to be TV superstar is objective" I meant, objectionable but got it wrong.

GREAT response to the Chinese advert when it is broadcast. I would say, that has been the best one for response.

 

[da8iwr]

Sound quality is fine when broadcast, may have been youtube, but I can understand me hahaha.

Your a nutter you know that

So was the cost of about £12K, was that everything, the cost of making the Video, advertising slots, legal wranglings everything?

So the Nuclear bomb, where would they say was acceptable, as to me if it was just parked on a dual carriageway parking slip or just on the side of the road somewhere, it would be ok, if it was legal and above board. And just move it around a bit, even make it into a competition, if you see it text/email in its location and we will give one person a months free car rent or something.

Then you have their emails to fire back offers and other stuff

I dont know how you they can say mind you that parking a vehicle what ever is wrote on it, as advertising as long as it is on a public or private (with the correct permission).

Whats the difference between the 40 foot arctics i used to have in my old haulage company with the company name right down the side of the taught liner curtain parked on the side of the road, and your lings car nuclear bomb truck with sign writing on it?

 

I can understand it just fine on Youtube.

 

[LINGsCARS]

da8

Well, it does 5mpg petrol V8, so driving it around gets expensive.

It is the principal purpose of the thing. They can and do say it is an advertisment. Patently, it has no other use, as I am not Syrian or North Korean. I can drive it anywhere, it is legal, roads are for driving on. You can park in parking places for short periods. But all that is expensive and time consuming. I need is somewhere like the field by the A1M in Darlington where it can be left.

But it needs advertising consent. Which is unlikely to be given by councils.

You will note many truck bodies have disappeared. Some councils seem more forgiving than others.

Probably as it was in Tony Blair's constituency, pointing at George Bush, pretending to be WMD, that may have had something to do with it, at the time. I was certainly contacted by John Prescotts office about it.

Maybe I should fit a gas burner to the front and claim ownership of the Olympic flame.

 

[da8iwr]

I can understand it just fine on Youtube.

Thats because it looks like your in london
http://www.csnewmedia.co.uk/techsupport/contact.asp

It has much further to travel up here

 

[da8iwr]

Maybe I should fit a gas burner to the front and claim ownership of the Olympic flame.

Well a Chinese person running around with an Olympic flame on a WMD nuclear truck that does 5mpg (for greenpeece) parked outside of tony Blair's house, would def get you publicity

But yes your right, thinking about it many of the truck bodies have gone, even the other one for Diggerland just up the road on the A1 near Durham close to where you had your WMD truck has gone.

Many years ago i was the organiser for a large Carnival for Darlington, and we tried to get permission to put up banners under road and foot bridges to advertise it, and were against brick walls every time. We put them up, the police took them down!!

Eventually when we told the planning office (which maybe we should have done first ) that we were producing a publicly funded carnival for the city council them selves, they agreed to allow us to put up banners and key points as it was a not for profit organisation and public event.

Wonder if we could fit a diesel engine in it, that means you would have a spare 10 litre V8 (or what ever it is), i could fit in my car with a bit of pushing!!!!

Keep us all informed about how the TV advertising goes though, it would be good to see.

 

[LINGsCARS]

7-Litre V8 150bhp, sounds great. So low compression it starts with a Ford Escort battery. Really nice truck.

Planners are *****. Generally. I made this movie for the Sedgefield planners. Enjoy!