TV Advertising

[APW]

I am looking for some advice on selling advertising space on TV.

I run a small unique sports league based in the UK, I have recently secured a tv deal to have our sport show on a well known sports channel.

Part of the deal has given us unto 10 advertising slots per game however I am having problems when putting together a media pack for potential advertisers.

A couple problems I have is that our sport is relatively unknown in the Uk as it is unique therefore I can't confirm potential viewing figures. The TV channel have given us their average viewing figures for the time slot of our broadcast but I don't know if I can use these with a new sport and I wouldn't want to mislead advertisers.

I did some research and noticed that certain programmes use sky subscribers as potential viewers as an example a small sports news programme showing at 1am claims a potential UK viewers of 22million+ which is very hard to believe.

My second problem is pricing, without being able to state viewing figures it makes it hard to price fairly and is it better to charge per game or try and tie in advertisers fro the full league - Would it be best to approach an advertising agency and giving the ma heavily discounted rate to fill the 10 spots (actually is that even possible?)

My last problem is key information in the pack, my feeling is to talk more about who will see their advert, who watches the sport, potential product/logo placement with a little information about the sport and its origins. Does that sound right? or would they want to know more about the sport with promo videos etc.

Any help from anyone thats brought or sold tv advertising would be great.

Thanks

 

[BusinessTradeCentre]

Not really going to help you, but it would be nice to actually watch something for more than 7 minutes before there are adverts.

I am sure you could outsource this to a professional advertising agency who will fill the slots for you in return for a %

 

[ethical PR]

I am looking for some advice on selling advertising space on TV.

I run a small unique sports league based in the UK, I have recently secured a tv deal to have our sport show on a well known sports channel.

Part of the deal has given us unto 10 advertising slots per game however I am having problems when putting together a media pack for potential advertisers.

A couple problems I have is that our sport is relatively unknown in the Uk as it is unique therefore I can't confirm potential viewing figures. The TV channel have given us their average viewing figures for the time slot of our broadcast but I don't know if I can use these with a new sport and I wouldn't want to mislead advertisers.

I did some research and noticed that certain programmes use sky subscribers as potential viewers as an example a small sports news programme showing at 1am claims a potential UK viewers of 22million+ which is very hard to believe.

My second problem is pricing, without being able to state viewing figures it makes it hard to price fairly and is it better to charge per game or try and tie in advertisers fro the full league - Would it be best to approach an advertising agency and giving the ma heavily discounted rate to fill the 10

spots (actually is that even possible?)

My last problem is key information in the pack, my feeling is to talk more about who will see their advert, who watches the sport, potential product/logo placement with a little information about the sport and its origins. Does that sound right? or would they want to know more about the sport with promo videos etc.

Any help from anyone thats brought or sold tv advertising would be great.

Thanks

Start by identifying who is likely to watch your channel - this will help you to identify likely advertisers. Different demographics watch different sports.

I would use the figures the channel gave you.

Advertisers want

1. Demographics - who is watching
2. Opportunities - sponsorship, spot ads (advertisers normally buy a number of spots), additional opportunities through your wider marketing channels
3. You to demonstrate how you are marketing your channel - paid advertising off and online, social media, media relations. third party marketing, promotions etc
4. Advertising costs that provide value for money - hardly anyone pays book rate so allow for this.

I agree if you don't have the expertise you could look for an agency to help, but you will need to provide them with this background and they may be reluctant to take a punt on an unknown channel.