How Much Does TV Advertising Cost In The UK?
Even in today’s increasingly digital landscape, TV remains a central part of our day-to-day lives, influencing how consumers interact with brands and businesses. TV advertising continues to dominate the media, with 70.1% of Europeans watching TV daily. More than that, 42% of Brits say that TV advertising is the most trustworthy form of advertising, further demonstrating the value of TV advertising for businesses.
Having said that, the cost of producing TV ads and buying ad spots can vary depending on the scale of your project. In this guide, we hope to provide you with some clarity on how much TV advertising costs in the UK.
Factors That Can Affect The Cost Of TV Advertising
Before we answer the question, ‘how much does TV advertising cost in the UK?’, it is important to understand the factors that can impact your budget.
In simple terms, airtime refers to the amount of time that a particular advert is seen on television. Generally, it is traded at a cost per thousand (CPT) model. This means that the cost of airing your advert will depend on every thousand pairs of eyeballs you can reach.
Unsurprisingly, the length of the advertisement can impact the price. Of course, the shorter your ad is, the less expensive it will be. Generally, longer commercials are better at storytelling. However, data highlights that 15-second TV adverts are around 75% as effective as 30-second spots. With this in mind, it is important to consider whether you can showcase your product or service in less time without sacrificing the narrative.
Where your advertisement is shot will also influence the cost. If you are shooting your advert in multiple different locations, the cost of production will likely increase.
The cost of ad spots can vary from broadcaster to broadcaster. The more prominent the broadcaster is and the larger its audience, the more expensive it will be to air your commercial on its channel. If you are a smaller business, you may want to consider running your ad campaign on a smaller channel. This can help you get your brand in front of the right audience at a fraction of the cost.
If you want to create an effective advertising campaign, you will need to ensure that every aspect of your commercial is of the highest quality, from the audio and the clarity of the picture to the messaging. After all, production quality does more than just dictate how your advert will perform, it also impacts how viewers perceive your brand.
Type Of Production
The complexity of your shoot will have an impact on your bottom line. The more complex your production is, the more expensive and time-consuming it will be to complete your commercial. The good news is that with careful planning and efficient shooting, you can reduce the cost of your advert and stay within budget.
The cost of TV advertising can also fluctuate depending on the time of year. For example, during the months leading up to Christmas, advertisers can expect to pay around £7.9 billion on ads.
The Advertising Cost Per Channel
The TV channel you decide to run your commercial on will likely have the greatest impact on how far you can stretch your advertising budget. On average, here is how much you can expect to pay for a 30-second ad spot on each of the UK’s largest networks. Please note that these costs can vary depending on the time of year.
The launch of ITV in 1955 led to the introduction of TV advertising in the UK. Over time, the broadcaster has become a firm favourite amongst advertisers looking to reach a wider audience. ITV reaches 56% of TV viewers, with 34.2 million Brits tuning into the network weekly. More than that, in 2021 alone, ITV generated around £1.96 billion in advertising revenue, highlighting the value of advertising with the broadcaster.
With that in mind, you may be wondering how much it costs to advertise on ITV. The good news is that you can buy a 30-second ad spot during Good Morning Britain or Lorraine for as little as £3,000.
For a prime-time ad spot, you can expect to pay up to £30,000. Understandably, you may be worried about the cost of prime-time advertising. However, prime-time ads provide you with the largest viewing audience, increasing the number of potential sales you can generate from your advertisement. In that sense, your commercial should pay for itself.
It is much cheaper to advertise on Channel 4 in comparison to ITV, with a 30-second daytime ad costing between £1,000 and £2,000. During peak viewing hours, a prime-time spot can cost anywhere from £10,000 to £20,000.
On the whole, it is much cheaper to advertise on Channel 5 in comparison to other major networks in the UK. On average, a daytime spot can cost up to £1,600. Similarly, the pricing of prime-time spots can range between £2,500 and £4,500.
In 2019, the quarterly reach of Sky 1 was 19.8 million viewers. As you can expect, the cost of a 30-second daytime ad spot is lower, with prices ranging between £150 and £250. During peak time, a 30-second ad spot can cost up to £1,150. If you are a smaller business, this provides a cost-effective yet impactful advertising opportunity.
The Cost Of Advertising In Different Locations
It is important to note that TV advertising costs can vary depending on your target region. These prices are calculated using TV ratings (TVRs), which measure how many people watch TV and how much advertising money TV channels can make. For every 10 Adult TVRs, it means that 10% of the adult population in the UK watched that channel. Say, for example, there are 51 million adults in the UK, this means that 10 adult TVRs equates to 5.1 million viewers.
Based on delivering 100 TVRs, a 30-second ad spot on ITV during Coronation Street can cost an average of:
- Anglia – £2,044
- Border – £189
- Central – £5,068
- Granada – £4,892
- Meridian – £4,105
- London – £6495
- Scotland – £3,019
- Tyne Tees – £1,449
- Ulster – £654
- Wales – £1,185 per 100 TVRs
- West – £685 per 100 TVRs
- West Country – £443 per 100 TVRs
During the year-long period, ending July 2020, the average cost for a 30-second ad on Channel 4 during peak time based on delivering 2.2% of the potential audience was:
- London – £2,640
- Midlands – £1,477
- North – £1,433
- Scotland – £758
- South – £2,436
- Ulster – £181
The Cost Of Producing TV Adverts
The cost of production may put some constraints on your overall budget, so it is crucial to make sure that you have a solid pre-production plan. This will help you determine your objectives and determine the type of production you require for your campaign to be a success.
As a general rule of thumb, the easier your concept is to produce, the lower your costs will be. For example, if you are looking to create a striking animated video, the cost of production will likely be higher than making a simple branded video. Not to mention, post-production can extend the length of your project. Whether you are looking to include voice-overs, colour-correct your video or add special effects, a myriad of post-production tasks can increase the cost of your commercial.
On top of this, you also need to consider the length of your advert. Naturally, your budget will be higher if you are producing a 60-second advert, as opposed to a 30-second spot. Having said that, it is worth noting that if you produce a 60-second commercial, it can be edited into versions of different lengths that can be used for multiple purposes. This will help you stretch your advertising budget and target consumers at different stages of the buyer’s journey.
Thinking Of Creating A TV Advertisement? Contact Ark Media Today
If you are worried about the potential cost of your commercial, it is wise to seek the expertise of a professional video production company. Our award-winning team can help you produce a cost-effective campaign that reaches the right audience. We are also happy to handle the complexities of creating your TV advertisement. To discover how we can help you, contact us today on 0121 362 1641, or email us at email@example.com.