The creative process can be a lot of fun, however that can change if your advert fails to get a response. To make sure your advert works you must, at the very least, carry a “coherent message” so viewers understand what you’re offering. The production must portray the correct “brand values” for whatever market or audience you’re trying to target.
Recipe keep things totally transparent. Like anything, the more you spend the more you get and within our company there are 3 chargeable areas of production.
Pre Production – Creative Ideas, Scripts, Storyboards, Research, Planning, Set Design, Casting, Budgeting, Scheduling and Pre Clearance.
Production – Studio, Set Building, Shooting, Animation, Graphic Design, Music Composition and Voiceover Record.
Post Production – Editing, Grading, Audio Dubbing, Mastering, Clearcast Clearance and Delivery.
Sometimes our clients have brilliant ideas, in other cases simply goals and therefore we come up with a market strategy and create a range of ideas to choose from.
Each time we produce a creative from scratch we learn your business, assess your industry and apply our knowledge of TV advertising to create a targeted commercial that gets results.
For first time advertisers we often recommend running a test campaign. This basically means we keep the creative simple to test the market and get a cost of acquisition. This allows you to see if it’s cost effective to scale up the creative and the buying. This has proved a very popular service because you can start to see results, whilst the risk is limited.
Media Planning & Buying Costs
In general television advertising is planned and bought on a cost per thousand basis. This means that the advertiser pays an agreed amount for every thousand impacts that the broadcaster delivers to their target audience.
Most channels will trade on a discount off ITV's price each month, which averages at £6.36* per thousand adult viewers.
This means that if an advertiser has a budget of £10,000 it could buy an average of 1.6 million adult impacts at ratecard. These impacts are then delivered through a number of spots (advert breaks) which are typically 30 seconds long. The number of spots that you will get will depend on the size of the channel and how many impacts each spot delivers on average.
The number of impacts that each channel delivers varies depending on its popularity. A spot on ITV2, for example, delivers an average of 250k adult impacts during the daytime. On SKY1, on the other hand, an average daytime spot will deliver 30k adult impacts.
Taking these two channels as examples, a £10k daytime campaign could buy you around 6 spots on ITV2 or 50 spots on SKY1. In practice though, advertisers should build a schedule with a range of channels which best suit your objectives and target audience.
All campaigns are traded against the viewing figures provided by the BARB panel, a group of about 5,500 homes of varying demographics.
For free help planning and buying your campaign contact Recipe who will take you through each stage of the process of planning and buying your airtime.
*Prices do vary throughout the year depending on supply/demand, audience viewing patterns and the time of year. You should view this only as a rough guide.
Please feel free to contact us regarding any aspect of TV Advertising, give us a call on 020 3667 5130 or fill out our contact form opposite.