Why advertise on local TV channels?

Set of programs broadcast on a limited part of the territory, local TV remains to this day a popular local media for the French. Local TV channels, which stay as close as possible to the inhabitants of the territory covered, broadcast a number of reports, documentaries, and regional news. It is therefore not unreasonable to consider communicating on this channel that can sometimes be forgotten or even neglected. We explain to you why it is wise to communicate on television at the local and regional levels.

Summary of the article: Why communicate on TV at the local/regional level?

1. How to communicate on local and regional TV channels?
2. What are the benefits of a local TV communication campaign?
3. Who can communicate through local TV?
4. Who are the targets of local TV advertising?
5. How much does it cost to advertise on a regional TV channel?
6. List of the different French local TV channels by region

Before you start selecting the local channels on which to broadcast your advertisement, you need to determine the objectives of your approach as well as its target. Only then will you be able to proceed with the selection of the local TV media that best suit the ad you intend to promote. All these steps are taken into account in the elaboration of a media plan, a kind of advertising calendar that we strongly advise you to start thinking about beforehand.

Advertising on local TV channels does not really differ from the broadcasting of TV spots on a national scale: the purchase of advertising space is done with the advertising agencies of the local TVs or through a media agency. Like Adintime ;).

>>> What are the differences between local TV and segmented TV?

Carrying out an advertising campaign on local TV provides a very concrete advantage: you communicate to a geographically determined target. This coverage area prevents any loss. By targeting the right geographical area, your message will be even more precise.

>>> How to communicate locally?

It's simple, anyone can communicate on local TV. Any advertiser can launch an advertising campaign on a regional channel.

However, there is an exception concerning the TV channels of the France TV group, for which an average advertiser cannot communicate after 8 p.m. This time slot is reserved to broadcast institutional messages.

It is difficult to determine the target profile of local TV channels because, unlike national TV channels, they are not analyzed. Moreover, local TV does not reason out in terms of GRP* but simply by determining the number of audiences achieved.

• *GRP is the acronym for “gross rating point”. It is an indicator that helps find out the advertising pressure, mainly in television, i.e. the average number of advertising contacts obtained on 100 individuals of the targeted audience which one wishes to reach. The GRP is measured by multiplying the coverage rate (in %) by the number of repetitions of a campaign. For example: if a message obtains a coverage of 45% on the target of the “over 35 y.o.” demographic, with a number of repetitions of 10 the GRP will be 450.

However, local TV stations provide a profile of the audience likely to watch their programs.

The price of the broadcasting of an advertisement obviously changes according to the local TV channel taken into account, of the region but also according to the day and the time slot of broadcasting chosen.

France TV publicité proposes a unitary price list for a 30-second commercial, with prices ranging from 50 to 1,500 €. While the price of an advertising campaign (with the broadcasting of a TV spot over a whole month) conducted on a BFMTV regional channel is between 5,000 and 10,000 €.

Most of these prices do not include the discounts that advertising agencies systematically apply, in accordance with the Sapin 2 law on price transparency, or the discounts that advertising agencies benefit from. It is advised to use an agency in order to benefit from advantageous prices for the diffusion of advertising campaigns.

To help you make your choice among the countless local TV channels, here is the list of the different channels and their main broadcasting areas.

Source : CSA

List of France TV regional channels

France 3:

• Alsace
• Aquitaine 
• Bourgogne 
• Franche Comté 
• Corse
• Limousin 
• Poitou-Charentes 
• Lorraine 
• Champagne Ardenne 
• Provence Alpes 
• Côte D'azur 
• Nord Pas de Calais 
• Picardie 
• Haute-Normandie 
• Basse-Normandie 
• Bretagne 
• Pays de Loire 
• Paris Ile de France 
• Centre 
• Grand Rhône 
• Alpes 
• Auvergne 
• Midi Pyrénées 
• Languedoc Roussillon