What exactly is the very first thing you do when you get home from work? Since black and white pictures first aired into our living rooms we have been endlessly amused by the rapidly evolving TV industry. And with more creative TV ads, businesses have been vying for attention since the very first program. TVs are the most pervasive device in the home, making television advertising the most sought after medium, despite the notoriously high marketing costs.
But why is it so expensive?
For starters, you have to employ an advertising agency. Advertising agencies make it their business to know the minutiae which make ads work; such as viewership for particular routes at particular times. Services do not come cheap, but the cost is worth your advertising campaign if you would like to get it.
Should you not fantasy relinquishing complete control to a service you'll still have to hire some professionals. For instance, you'll want a script writer, actors, cameramen, light technicians plus a director. Subsequently there are several other pesky details, such as hiring the venue and caterers and sorting out clothing and accessories. It's also a great idea to get some advice from someone who understands what is and is not let in an advertisement; all the legal ramifications. It's possible for you cost of tv advertising to see the prices escalating (as all this is included in the fee, and why most people choose an advertising agency or media buyer).
Even when you are going to be the star of your advertisement and are confident enough to write your own script most of the costs mentioned above still apply.
Then there's the small matter of purchasing airtime. Prime time ads, which can be anywhere between 18:00 and 23:00 (a lot is based on the station), will cost more than advertisements during the midst of the day. But midday slots might suit you, particularly if you're targeting the retired age bracket or stay at home mothers. Marketing during high profile events, such as sports world cups, may also cost you more than during regular screening.
Finally, your budget needs to stretch to multiple viewings. No TV ad, regardless of how well created, is powerful if it's only aired once. Marketing specialists say that people need to see an advertisement between five and seven times for it to get their attention that is appropriate. But while advertisements are on, because individuals do not always concentrate, you will need to run it between four and three times a day for several days (read weeks) for it to work.
TV advertising certainly has its advantages, but unless you are able to afford a protracted campaign the costs will outweigh the yields.
