The UK TV Advertising Marketplace
Article by Harry Wilson
The uk tv marketplace has changed dramatically over the past few years from three tv stations to over 200, with the introduction of satellite and cable/digital tv(and growing daily). The first real change was the introduction of Ch4 in November 1982. This enabled advertisers and agencies another route onto uk tv. As up until then ITV had a virtual monopoly in terms of advertising space, which drove prices up. In the early days it could become quite impossible to obtain tv advertising slots due to the lack of channels and high demand. Tv contractors would allocate airtime to Ad agencies eight weeks in advance of transmission, which would leave some advertisers without there favourite slots ie “Coronation Street”, as agencies would themselves have to to allocate the airtime between their individual clients. Generally the rule of thumb was the bigger the clients spend the higher proportion of quality airtime would be allocated to them. This as you can imagine caused a lot of friction in the early days.
It was at this stage, inorder to cater for the demand ITV decided to introduce the pre-empt rate card. Basically airtime was still allocated to ad agencies, however with a 13-tier rate card, which varied across up to five different time bands, being peak, off-peak etc. The thinking behind this was basically to let the market dictate the price and cater for demand. Well I can tell you having been a very keen tv buyer in those days, we went from one crisis to the next. Can you imagine you have put a tv campaign together for your major client, only to find the slot you bought that evening at 19.45 in ‘Coronation street’ had just been lost because your competitor had just come in and bought your slot at a higher price. Not only that, if this was the launch of a new campaign, in those days many advertisers would invite their staff and sales force to drinks and view their new tv commercial, only to find it was not there. No wonder in those days the saying was ‘It’s a license to print money’, because it was true.
The clever buyers (and I like to think I was one) would try and gauge the market and get in early and pitch their buying rates at the right level, making it too costly for your competitor to pay the price above you. Thats the way it should of worked and many times for me it did. Though there would be days when I had 4/8 spots due for transmission, only to find they all had been pre-empted and I would need to re-slot them asap. Luckily I didn’t pull my hair out, as I would of been bald at a very young age.
The introduction of satellite/cable and digital tv has had a major impact on the uk tv marketplace. Firstly it has given a greater range of programes and choice for Uk tv viewers. It has also enabled many more advertisers the opportunity to advertise on Tv in the uk. This is due to the much lower entry cost to advertise on uk tv. In the early years you could easily be looking at one million pounds plus for a national tv campaign, incomparison today you would not have to budget anything like it. You would probally be looking at £100-150k, and even down to as little as £5-10k.
Though the entry cost to Uk tv advertising has come down, many clients still have issues with production costs, though this can still be made more cost effective. At the end of the day the Uk tv marketplace is more accessible and affordable.
If you would like any advice or help with your tv production, planning and buying please feel free to visit our website at http://www.effectivetv.com/
I am always available to assist and help any clients who would like to use Tv advertising in the Uk, but don’t know how to go about it.
I can be contacted directly at harrymedia@aol.com
If you would like to view uk tv ads please feel free to visit this website: http://www.tellyads.com/
TV Advertising, Billboard Advertising, Train Advertising and Bus Advertising
Article by Kenneth Benson
70 Percent of businesses fail in their first year of trading.
Most fail as a result of poor or NO advertising strategy.
Major global Brands such as MacDonalds, Virgin and Microsoft spent
over £20 Billion on advertising in 2008. The most proven and effective forms of advertising range from TV advertising
to Billboard and Underground Advertising.
TV ADVERTISING
This is the most powerful form of ad campaigns in the World.It is the main thrust behind building any major brand.According to the A.C. Nielsen Co., an average person watches more than 4 hours
of TV each day (or 28 hours/week, or 2 months of nonstop TV-watching per year
). In a 65-year life, that person will have spent 9 years glued to the tube 99% of people in the developed World have a TV set in their homes. This makes
it the most viewed media in the world.
www.bensonadvertising provides affordable TV Advertising Rates from just
£20 per 30 second spot.
Outdoor Advertising – Billboard Advertising, Bus Advertising and London
Underground Advertising
Today, with the population spending more time out of home than ever before,
billboards deliver even more for your brand:
• Billboard Advertising creates a Drive awareness
• Highly memorable through impact and frequency
•Billboards Generate word of mouth and makes brands famous
• Amplifies and complements other media, elongating brand messages
• Cost effective coverage of the UK population
•The average British adult spends more than 80 minutes per day travelling
•The average Londoner travels for over 100 minutes per day
•Managers and other professional occupations average 96 minutes per day
•The contribution to the UK economy made by people working when they are
travelling amounts to a staggering £9 billion per annum
3 million people use the Tube everyday
Outdoor advertising has become very neccessary for brand building and
awareness.
BensonAdvertising.com provides affordable outdoor advertising for you Billboard Advertising from £160, Bus Advertising from £17 and London
Underground Advertising from as little as £20
Benson Advertising. TV Advertising from £20 per 30sec spot. Billboard Advertising from £160, Bus
Advertising from £17. MTV, BET, Living TV, E! with clients ranging from MGM the Passion of The
Christ (TV Campaign) to Ad campaign featuring Man-City Footballer Craig
Bellamy for MTV, VH1, MTV Base. From Rick Ross( TV campaign) to Bellview Airlines Billboard campaign;bus campaign for the Global Day of Prayer.
We are experts in helping you reach your target audience
WWW.BENSONADVERTISING.COM
Cost of TV Advertising
If you approach TV stations direct you can enjoy a service that will help you, but they have the restriction of only being able to sell you their channel. An independent TV specialist will impartially compare all the different options for you and overlay them with your objectives. This is a statistical exercise using comparative audience and delivery data techniques.
Then, when the best option and schedule has been established, the specialist will then buy the airspace on your behalf. Not only can we do this for you, but we can also help you to make the TV commercials themselves. It’s worth noting that the largest TV advertisers use this method. They do not go to the TV stations direct. Why? Because if you are a company like L’Oreal who spend upwards of 80 million a year, it needs a team of specialists to make sure you TV advertising budgets are not only spent wisely, but the results are tracked, assessed, and evaluated. The best performing TV campaign is one that is constantly on a journey of increasing efficiency thereby creating better results for less cost at all times.
A television advertisement or television commercial–often just commercial or TV ad (US), or advert, commercial, advertisement or simply just ad (UK/US), or ad-film (India)–is a span of television programming produced and paid for by an organization that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from goods and services to political campaigns.
The effect of commercial advertisements upon the viewing public has been so successful and so pervasive that in some countries, the United States in particular, it is considered impossible for a politician to wage a successful election campaign without the purchase of television advertising. In other countries, such as France, political advertising in television is strictly restricted,and some, like Norway, even completely ban it.
Costs of TV Advertising appear between shows, but also interrupt them at intervals. This method of screening advertisements is intended to capture or grab the attention of the audience, keeping the viewers focused on the television show so that they will not want to change the channel; instead, they will (hopefully) watch the advertisements while waiting for the next segment of the show. However, remote controls have now made it easier for audiences to “tune out” advertisements simply by allowing them to turn down the volume or even switch channels when the advertisement comes on. Also people tend to do other things while the advertisements are on, while waiting for the program to resume. Additionally, television recording mechanisms such as DVR and TiVo have also allowed viewers to skip advertising completely during television programming.
Entire industries exist that focus solely on the task of keeping the viewing audience interested enough to sit through advertisements. The Nielsen ratings system exists as a way for stations to determine how successful their television shows are, so that they can decide what rates to charge advertisers for their advertisements.
Because a single television advertisement can be broadcast repeatedly over the course of weeks, months, and even years (the Tootsie Roll company has been broadcasting a famous advertisement that asks “How many licks does it take to get to the tootsie center of a Tootsie Pop?” for over three decades), television advertisement production studios often spend enormous sums of money in the production of one single thirty-second television spot. This vast expenditure has resulted in a number of high-quality advertisements with high production values, the latest in special effects technology, the most popular personalities, and the best music.
A number of Costs of TV Advertising are so elaborately produced that they can be considered miniature thirty-second movies; indeed, many film directors have directed television advertisements both as a way to gain exposure and to earn a paycheck. One of film director Ridley Scott’s most famous cinematic moments was a television advertisement he directed for the Apple Macintosh computer, that was broadcast in 1984. Even though this advertisement was broadcast only once (aside from occasional appearances in television advertisement compilation specials and one 1 a.m. airing a month before the Super Bowl so that the advertisement could be submitted to award ceremonies for that year), it has become famous and well-known, to the point where it is considered a classic television moment.
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TV advertising effectiveness
TV advertising effectiveness is really a large part of television watching. Although TV commercials have experienced a bad track record of years, as people make use of this time to go to the restroom, get a snack, or take the dogs outside, it remains effective. Whenever a commercial is shown on television, the crowd makes a judgment. They might see it as being really funny, sad, dumb, shocking, or even too repetitive.
The point is, the crowd remembers the commercial, and many times will discuss it to friends or neighbors.
For anybody that watches TV several hours a week, that individual will certainly see a few of the same advertisements again, and again. Individuals have even been known to absent-mindedly sing a jingle from the television advertisement. This is when TV advertising effectiveness shows. People remember what they saw, and hear. TV advertising effectiveness is especially found when commercial showcases a number of individual characters that are repeated in various commercials. For instance, the Geico Gecko, Flo from Progressive, and also the singing guy from those Free Credit Report.Com advertisements.
People will begin to know these characters, and watch on their behalf in new advertisements. Whether you like them, or hate them, you realize them. You have to know them through TV advertising effectiveness. They are familiar, and also the public loves the stuff that is conversant. Television promotion effectiveness is a lot more notable than other styles of promotion because there is a tendency to ignore, or set it aside, and never look at it again. Newspapers, magazines, flyers, etc. are going to be looked at once, after which place in a pile to be disposed of at a later time. This is where TV advertisement effectiveness shines. It is in your face everyday, sometimes many times in the same sitting. You can’t discard it, since it is their right on the screen.
Television promotion effectiveness is also evident when the consumer shops. A customer is much more likely to select a product that they have been sent about on television, then one that they’ve never heard about. A in person with the product will frequently times bring back that familiar jingle, or character. TV advertisement effectiveness will always overshadow other kinds of broadcasting TV advertising effectiveness is understood by the companies that advertise on TV. We all know this, because whenever there is a special day, like the Superbowl, or perhaps a Nascar event, advertisers pay dearly to get these time slots. A lot of times, you see during these events, are hardly ever, or never witnessed again. Due to TV advertising effectiveness, these one-time commercials obviously work for these advertisers.
Melbourne is a creative, exciting, ever-changing city with extraordinary surprises to be discovered across every basement, rooftop and laneway. You just have to be curious enough to venture off the beaten path. The more curious you are, the more enjoyment you will find. The possibilities are endless… Forget what you think you know. Take a chance, roll the dice and see where it leads you….Play Melbourne. For your chance to win a weekend for two in Melbourne, every week, for 52 weeks, visit www.playmelbourne.com.au Clothes The aim was to source the majority of clothes from Melbourne based designers. The cast wore clothes and accessories from Melbourne designers, Gorman, Preston Zly, Scanlan and Theodore, and Calibre. Art The art that featured on the walls outside of Von Haus are by Melbourne street-artist, Miso (Stanislava Pinchuk). Miso is a 21 year old artist, living in Melbourne, Australia. Her work sways between pasting hand drawn portraits in city streets, to intricate drawings and installations in gallery spaces. Miso is a Melbourne based street artist who installs her folk art inspired drawings as paste-ups (paper applied will wallpaper paste) around the city. For more information, including interviews and a bio in her words, go to: cityofreubens.com Music Artist: Sarah Jaffe Song Title: Perfect Plan SHOOT LOCATIONS State Library of Victoria 328 Swanston St (corner La Trobe St) Melbourne 1. Library Reading Room 2. Queens’ Hall 3. Library Stairwell Seamstress 113 …
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Television Advertising
Over the past five years Television Advertising has decreased along with its broadcast budget spends. Television advertisement spending is now thought to be slowly on the move upwards and is beginning to make people within the industry very optimistic but also very cautious.
Advertising spend has increased in double figures since last year but people are very optimistic to predict an upturn within the television industry regarding the advertising revenue gain. There are still some very sharp reminders of the industries downturn over the past few years such as ITV’s axing of “The Bill” after 27 years on our screens and the news that X Factor’s production company Talkback Thames had axed 100 jobs.
It is reported that companies such as ITV, Channel 4, and Channel 5 have increased their advertising returns by over 15% from last year.
Even with this money trickling into the companies they are still holding back and spending very cautiously to ensure that they preserve themselves deep in the knowledge that they may never bounce back to historic levels.
It is thought that production companies over the past five years have kept themselves afloat with low advertising revenue by increasing overseas programme sales. This trend is not limited to the UK; in America many of its cable stations and production companies have reported a strong increase in advertising revenue entering the second part of the year. Some have even reported that they have filled most of their advertising slots.
There have been many factors this year that have helped increase viewing figures and advertising revenue alike.
One such factor was the World Cup, it is reported that people had increased their viewing time by over 2 hours per person between January and June. The average viewer watched 45 adverts per day in the first part of the year compared to 43 the year before.
Television companies are trying to not only increase revenues from traditional advertising but also improve revenue through the development of their own digital terrestrial channels.
ITV has recently released plans about its step towards Pay-TV using high definition versions of its ITV 3/4/5 channels to coincide with its current revamping of daytime Television Advertising. The increase in its programming and production budget is hoping to improve the stations revenue and return over the next 18 months.
Renault, the first car manufacturer to offer a range of four electric vehicles accessible to everybody, reconfirms its commitment by launching an advertising campaign combining humour and education. Join Renault ZE on Facebook to get the latest news www.facebook.com
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