Would you like to start a TV advertising campaign? Before you get started, here are a few steps to follow to understand buying TV advertising space and how to proceed.
Summary of the 7 steps to follow to make TV advertising :
- Why advertise on TV?
- What is your communication objective?
- What is your target audience? And when should you launch your TV advertising campaign?
- Classic TV campaign or sponsorship, what's the difference?
- What is your budget?
- How do you produce your TV commercial?
- How do you measure the results?
Television is a medium that allows you to reach thousands of people with a repeated advertising message adapted to a target. It is one of the most stable of the traditional media (TV, radio, billboards, press, cinema) since in 2020, following the COVID-19 pandemic, television limited the losses of its advertising expenditure (-12%) and in 2021 the forecasts are positive with a market recovery estimated at +6% of TV advertising expenditure.
Television also enjoys very good credibility and remains an attractive medium for advertisers. The advantage of television is that today we can watch it on several screens: a TV set, a computer, a smartphone and of course it is possible to target a large audience according to the TV programs.
In 2020, in France, the average viewing time increased to 3 hours 58 minutes compared to 3 hours 40 minutes in 2019. There has also been a very large increase in this viewing time for the target group of people over 50 years of age.
Source: Mediametrie - Mediamat
It is important to clearly define your communication objective. To do this, you must answer this simple question: Do you want to make your brand known and make it known, or do you want to reach new customers?
The answer to this question will have consequences on the targeting, the listening hours and the programmes on which you want your commercial to appear and it will also have a strong influence on the price of your campaign.
Defining your target is one of the most important elements to define before launching a TV advertising campaign in order to avoid as much as possible wastage when your ad is on TV. Depending on the channels and programmes, the targets are not the same. It is therefore important to understand who they are. The following targets are more commonly used:
- 4 years and over
- 4-14 years old
- 15 years and over
- 15-34 years old
- 15-49 years old
- 50 years old and over
- Women RDA (purchasing manager) -50 years old
Here are the targets studied and defined by Médiamétrie. Most advertising agencies use these targets for their channels and TV programmes, but some channels such as TF1 have expanded them by adding more precise criteria. You can then consult them directly on the space dedicated to advertising on the channel on which you wish to communicate. You can also find this information by channel and programme on our pages dedicated to buying TV advertising space.
The other essential element to determine is when you wish to communicate?
A few figures on the TV audience per day and per hour:
For a TV campaign, we talk about a classic TV campaign or a TV sponsorship campaign. The difference: a classic TV campaign is a set of advertising spots broadcast by the same advertiser that can be spread over a more or less long period with the possibility of having several creations.
As for sponsorship advertising or sponsorship is the act of associating a sponsor with a TV programme. The sponsor can thus frame the programme with spots broadcast before and after the programme or have its logo present during the programme.
A TV channel has a well-defined audience according to the different programmes it offers and of course different rates according to time slots and seasonality. Prices therefore vary according to the channel, the programme and the time at which you wish to broadcast your spot. It is therefore important to have defined in advance your targeting and the period you wish to communicate, as these elements can have an impact on the price.
The TV channels' advertising agencies will give you prices based on the GRP (Gross rating point). The GRP is an indicator that measures the advertising pressure of a campaign. It is the average number of advertising contacts obtained per 100 people of the target audience. It is calculated as follows: coverage rate (or also called penetration rate) * average repetition rate
The right advice: Our Adintime platform helps you launch your TV advertising campaign. To find out the price of your project, request a quote in just a few clicks on our site.
The budget can be quite substantial because in addition to the purchase of advertising space, don't forget that the cost of producing the TV spot will have to be taken into account.
Turning to an agency can be a very good solution for several reasons. The first is that it will guide you in the construction of your script and storyboard in order to deliver the right message, tell a captivating story and invite your target audience to take action. But not only that, an agency will have the right equipment and the professional know-how in sound and image to produce a spot that meets your requirements and is suitable for television.
It is important that the message is strong and impactful. Before making your TV spot, it is therefore essential to understand the expectations of your target audience and understand what works on TV. A few figures and studies can help you build your strategy.
Some data on French people's preferences in terms of TV advertising
According to a study carried out by YouGov for SNPTV, the French are more sensitive to humorous, informative and dynamic advertisements.
Sources: YouGov and SNPTV
Once you've tied up your TV campaign, it's important and normal to want to measure its effectiveness and optimise it if necessary.
The results of a drive to web/app/social TV campaign will be followed by the measurement of direct traffic and brand/non-brand traffic on your site, the number of sales, the conversion rate, the incremental number of downloads of an app or the rate of engagement on your social networks.
The evaluation of brand/off-brand traffic is a good indicator of campaign performance. In fact, more than 80% of viewers use a second screen in front of the TV, and many of them are looking for additional information about a brand on digital.
Today's metrics are easy to follow when it comes to a drive-to-web campaign, they are a little more complicated when it comes to a drive-to-store campaign, but nothing is impossible! Platforms such as Realytics, with a range of tracking tools and methodologies, now offer an effective way to follow the drive to store with the customer journey through to offline sales.
>>> For further information on buying TV advertising space, don't hesitate to request a quote and ask our teams for advice!