Television still remains one of the main media in our country today, with an audience that, in recent years, has by no means declined but, on the contrary, thanks to new platforms and modes such as mobile TV, web TV and smart TV, is even growing.
As a result, TV advertising also performs very well across all targets, continuing to hit millions of viewers daily. But how much does a TV commercial cost? In this article we will try to answer this question by going over the different factors that influence its price.
Why advertise on TV?
As we have already mentioned, television still remains the main Italian media, and a commercial on a national network at the times of highest viewer attendance-although it has quite high costs-brings equally high economic returns. In addition, it should be considered that the introduction ofaddressable TV enables a new form of advertising planning that allows the segmentation of users based on geographic, socio-demographic, economic and behavioral parameters. In fact, this type of advertising allows different personalized advertisements to be shown to viewers connected to their smart TVs who are watching, at the same time, the same movie or TV program in two distant locations or from different devices.
When does a TV commercial cost: the main costs
Generally, the start of a TV advertising campaign involves the creation of a commercial with a duration ranging from 10 to 30 seconds and a subsequent advertising schedule on one or more TV channels.
The making of the TV commercial itself has a cost ranging from a few thousand up to hundreds of thousands, per shoot depending on the use of stock images or recording with a testimonial, in prestigious locations and with famous directors; the subsequent advertising campaign then, has a significantly higher cost, which starts from as low as several tens of thousands of euros, depending on several factors that we will then analyze in detail.
Consider, for example, that a campaign with 30″ spots on multiple Rai TV channels and generalist Mediaset channels may require an average investment of around €250-300,000 for a 2-week flight.
Throughaddressable TV, on the other hand, TV campaigns can be created with smaller budgets as potential consumers can be better profiled through the use of data collected by SmartTVs and commercials can be broadcast only to the most interested audiences or only in precise geographic areas.
When does a TV commercial cost: the factors
As we have said, there are multiple factors that come into play in determining how much a TV commercial costs. Below, we list the main ones:
- TV networks and programs: the most popular TV networks and programs definitely have the highest costs. For example, a prime time commercial on Rai or Mediaset costs more than a commercial on a local station;
- Local or national broadcaster: the cost for a spot during a local broadcast is lower than on National Networks, as you are targeting a niche audience. For example, a commercial on Telelombardia costs less than a commercial on Rai 1;
- Period: a commercial during election campaign periods or during the broadcast of major sports and cultural events cost significantly more;
- Time of day: commercials in prime time (between 8:00 p.m. and 11:00 p.m.) have a higher cost because they hit the times when most users are tuned in front of the device;
- Duration: airtime for a short ad (e.g., 10 seconds) will cost much less than a 60-second ad;
- Question: there are typically four commercial breaks in a half-hour show, each lasting two minutes. The fewer commercials available, the greater the demand and, consequently, the higher the price.
Rely on a Media Center for your TV campaign.
Planning a TV advertising campaign is actually more complex than you might think, as there are many skills required. As a result, it is good practice to rely on a Media Center, i.e., an agency from which cross-media, online and offline campaigns are created and managed. In fact, a media center like Spada Media Group offers its clients services for planning advertising campaigns on TV, Radio and Print one of the main partners of major Italian media groups such as Rai, Mediaset, Discovery, Sky, as well as Radio 105, RDS, RTL 102.5, Radio Deejay.
Spada Media Group, in addition to offering consulting services in the creation of communication plans that include the most suitable media and multichannel strategies for each client, also takes care of the conception and creation of the campaigns themselves.
For this reason, the agency has developed an approach that, starting with media and target audience analysis allows for the most effective advertising planning for the client company.
For more information, please feel free to contact us by filling out the form below.