Did you know these Facts about Buying a TV Ad Slot?Jun 15, 2020 | Newspaper
TV advertisements have been around the corner for a long time now in India. It is a medium through which brands advertise their products and services blending a strong storyline, visual and audio effects. TV advertisements have always been effective at garnering the attention of the viewers which makes it a popular advertisement platform even today. Let’s say you want to advertise a hair gel for men.
Which would be the channel to release your TV advertisement? What is the right time to advertise on TV? When would your target audience have time to watch TV without avoiding the ads? There are so many factors to consider while releasing a television advertisement and the task of considering all these factors while buying a TV ad slot is called Media Buying and Media Planning.
What is Media Buying?
Media buying is different from “earned” or “owned” media. It is put under the “paid” media section and plays an indispensable role in marketing. The act of purchasing media spaces that will deliver the most beneficial time slot is called media buying.
All about Purchasing TV Ad Space
Even though buying a TV ad space or ad slot is not rocket science, the advertisers need to understand the basics first.
Consider questions like:
What are the profits of buying TV advertising? What are the KPIs you require to reach? Do you know your expectations? Ask these questions to yourself before buying a TV ad space.
When it comes to your brand, a TV ad campaign can help you if you are launching a new brand, new product or introducing new features to your existing product. Hence, be meticulous while creating a TV ad campaign as it is one of those mediums that can touch a huge base of audience profile within a short time. You might also revamp your brand and put it as an improved one in front of your audience through a strong storytelling module. Additionally, if you make good use of your TV ad slot, it can drive traffic to your website, app or even store.
Other Things to Consider
Who Is Your Target Audience?
What you are trying to achieve through your TV advertisement is directly linked to the audience you want to reach. Learning about the audience who are watching TV while your ad is being broadcasted is important. Upon selecting your audience, you'll be able to choose the TV programme that will be watched most by your audience.
It is the average number of times a person has seen your ad, in a defined relevant period.
The Television Viewer Ratings known as GRP (Gross Rating Point) in other countries is defined as a currency that helps you in buying a TV ad. It is the percentage of potential TV viewers at a given time. It is easy to calculate. Compare the number of your target audiences with the total audience, and 1 TVR = 1% of your target audience.
Determine the Coverage
Coverage is the percentage of the target audience reached, whom you have selected as your ideal customers who will respond to your ad as it deals with products/services that are made for them.
What is the Right Time to Advertise?
Remember that your audience will keep on changing. Hence, you need to learn about the programmes that are aired all through the year, the week and the day.
Consider the Day of the Week
Keep track of the days when your audience prefers watching TV. This way, you can buy ad space and release a television advertisement on the day that will help you to reach your target audience with ease.
Seasonality is extremely important. It makes no sense advertising winter garments during the summer months. On the other hand, if you advertise sunscreens during the summer months, you will garner a better viewership. However, for generic products like cars or hair products, seasonality would be less impactful.
Consider the Day parts
The hour of the day also plays a vital role while buying ad space on TV. The TVR is at its highest during Peak as that's when viewing is at its best. The most profitable time is mostly from 5:30 p.m. to 10:59 p.m. and even 11:00 p.m. to 12:29 p.m.
On the contrary, during the day, the scenario is calm as most of the individuals happen to be at their workplace or school.