Retailers have long known the power of advertising for getting their products and services in front of potential customers.
With the emergence of digital platforms, businesses now have more options than ever when it comes to advertising their offerings. But one form of marketing that shouldn’t be overlooked is TV advertising. While it can seem daunting to get started with, the potential rewards for retailers who do advertise on television can be enormous.
In this guide, we’ll look at why retailers should consider advertising on TV, how much it might cost and what reach they might hope to achieve.
Why Retailers Should Try Advertising on TV?
When it comes to advertising, TV remains one of the most powerful and effective mediums for reaching potential customers.
By advertising on television their products and services retailers can benefit from:
- Increased visibility
- Increased reach
This is due to the fact that a large number of people still consume video content via television.
With TV advertising, retailers also have an opportunity to effectively target specific customers. This can be done through audience targeting available on various platforms, allowing ads to be placed in front of the most relevant customers for each business. For example, there is a reason why there are so many gambling and beer adverts during Premier League football games, that is the primary audience for drinking and gambling.
TV advertising also provides a great way for retailers to build relationships with their target audiences and improve brand awareness and recall. People are more likely to remember your product or service if they’ve seen it on TV, and this can give retailers an edge over their competitors who aren’t using television advertising.
Increased brand awareness has many benefits, but trust plays a large part. If you have seen an advert on TV for a retailer, they are more trustworthy than similar products and a customer is more likely to purchase a product they trust than one they have not heard of before.
How Much Does TV Advertising Cost?
The cost of a TV ad will depend on several factors, such as the type of platform used to air the advertisement (e.g., terrestrial television or paid subscriptions like Sky), the length of the ad, and any additional production costs. Generally speaking, additional considerations on the cost of TV advertising in the UK include:
- Time slot – a daytime slot on a low-viewer channel can cost £70
- Day of the week – a prime time slot on Saturday can cost over £34,000
- Type of programme – a must-watch long-running TV show with a strong viewership can cost over £35,000 per 30-second ad
Production costs can vary, you can produce a good quality advert with some creativity and a mobile phone. However, if you decide to get a famous face to promote your brand, then production costs will increase up to £250,000 for a 30-second ad.
What Reach Can Retailers Hope to Achieve?
Similar to radio advertising, the reach that retailers can hope to achieve with TV advertising will depend on the type of platform used and the targeting options available. Generally speaking, most platforms offer some form of audience targeting which can help retailers get their ads in front of the right people. Additionally, more niche platforms such as streaming services and digital channels can also be useful for reaching highly specific audiences.
Many retailers will opt for product placement within TV shows. If a show is popular enough ensuring popular characters use products can give a boost. A product could become part of the TV show lore with fans purchasing products simply due to association.
For TV shows that were first broadcast in the UK, they have to show a product placement label due to Ofcom rules. For any show first broadcast outside the UK, there is no requirement for showing the logo. It is to make viewers aware that the show uses product placement.
There are also Ofcom restrictions on what products can be placed on UK television including:
- Alcoholic drinks
- Gambling products
- All other types of medicines
- Food and drink that is high in fat, salt, or sugar
- Baby milk
- Products that cant be advertised (such as guns and other weapons)
Advertising on television can provide an incredible boost to retailers who are looking to increase their visibility and reach potential customers. Through TV advertising, businesses can benefit from increased brand awareness and recall, as well as the ability to target specific audiences. Additionally, TV advertising is also more affordable than many realise, with costs ranging from hundreds to thousands of pounds per spot depending on the platform used.
For retailers looking to expand their marketing mix and reach a wider audience, TV advertising is definitely worth considering. With the right strategy in place, it can result in significant returns and help businesses reach their goals faster.