A UK TV advertising campaign budget needs to cover more than airtime. Advertisers should think about media spend, production, clearance, tracking, reporting and whether the campaign has enough weight to learn anything useful.
There is no single correct TV budget. The right level depends on audience, geography, timing, campaign length, creative assets, channel mix and whether the plan includes linear TV, BVOD or connected TV.
What affects TV advertising budget?
- The audience you want to reach.
- Whether the campaign is national or regional.
- The number of weeks on air.
- Spot length and creative format.
- Linear TV, BVOD and connected TV mix.
- Seasonality and demand in the market.
- How much frequency is needed.
Why CPT matters
CPT is one of the main ways TV value is compared, but it should not be used in isolation. A cheap CPT can still be poor value if it reaches the wrong audience, runs in weak dayparts or fails to build enough campaign weight.
Start with the job the campaign has to do
A launch campaign, response campaign, regional test and brand-building campaign all need different budget shapes. Before deciding how much to spend, advertisers should decide what the campaign needs to prove.
Rebel Spirit Media can help pressure-test the budget and buying route. Start with our TV media buying agency UK guide.