National TV

Communicate throughout Italy with TV advertisements

Italy is the European country with the highest consumption of television (92.2% of the population aged 3 and up watching TV) with spectators of all age groups, even if the most loyal users are the young 6 and 14 years and the elderly between 65 and 74 years, with shares that exceed 96%. On the other hand, there are over 25 million people who watch TV on average every evening, while there are about 45 million viewers of at least one minute on the average day. Our country is also the first for number of channels, about 361 national channels of which over 90 are free.

TV therefore has the ability to reach large sections of the population throughout the peninsula and to intercept heterogeneous targets by age, gender and interests. If well planned, a TV campaign is able to communicate effectively to an audience profiled on the basis of the programs followed, taking into account the type of broadcast and the time slot.

Even after the advent of digital media, TV therefore remains the main channel in which to invest in advertising campaigns. With a steadily increasing audience, especially in the last year, national TV stations still absorb more than 50% of the advertising budget used in Italy.

Average day audience

The graph shows the data relating to average day ratings. As you can see, there are peaks of audience of up to over 8 million spectators in the evening hours from 19.00 to 23.00 and around lunchtime, from 12.00 to 15.00. Most of the traffic is recorded on the main Rai and Mediaset networks, respectively Rai 1 (in blue) and Canale 5 (in yellow). The most modest results are obtained on the lesser known and also more recent channels such as TV8 and Nove. Other networks such as Rai 3 or La7, on the other hand, have a more specific audience, linked for example to regional newscasts or in-depth evening programs.

Variety of channels for better targeting

It is possible to plan advertising campaigns on all the channels of the main broadcasters. Each publisher has both traditional channels and network circuits visible on digital terrestrial. The wide range of channels and the diversification of the various schedules allow a better and effective targeting of the audience based on gender, age and also specific interests such as sport, cooking or cinema.

ONLY IN SEPTEMBER THE REALIZATION OF A FREE SPOT

Free video creation * in case of purchase of a campaign of at least 2 weeks on a broadcaster

* 15 ”video with footage from stock video

How much it costs to advertise on TV

An advertising campaign on TV involves the creation of a commercial with a duration ranging from 10 to 30 seconds and an advertising schedule on the main television channels.

The realization of TV spot is the lowest cost, as it can range from a few thousand Euros for a spot made with stock material up to hundreds of thousands of Euros for shootings shot with testimonials, in prestigious locations and with famous directors.

The actual advertising campaign, on the other hand, has a variable cost from a few tens of thousands of Euros up to several hundred thousand Euros, depending on the duration and the number of networks on which the TV spot is broadcast.

Generally it is indicated as a minimum all-inclusive budget around € 100,000 for a two-week flight on a single broadcaster using a 15 “spot. A medium-sized campaign with a 30” spot on multiple television channels such as Rai 1, Rai 2, Rai 3 and Mediaset channels instead requires an investment of around € 250-300,000.

However, the most popular campaigns for mass audiences involve far more substantial budgets. Just think that a single spot in prime time, for example during the Barbara d’Urso’s show or one of the main national TG, can cost up to € 15,000-20,000 (prices vary according to price lists and periods), but allows you to reach very important shares with an audience of even millions of people at one time. Alternatively, very effective solutions have been developed such as addressable TV which allows you to better profile potential consumers thanks to the use of data collected by SmartTV and transmit the spots only to the most interested public or only in specific geographical areas. In any case, for more detailed information or to request a free quote, you can contact us using the form at the top of the page.

Example of a TV campaign with planning on Mediaset and Cairo Editore channels

Below you can see an example of a TV campaign planned between various programs of Canale 5, Italia 1, Rete 4 and La7. Among the best performing spots are those aired during Striscia La Notizia, Avanti un Altro, Uomini e Donne and Otto e mezzo which in the period in which the campaign aired reached 2 to 5 million people each.

The main KPIs of a TV advertising campaign

The main indicator of a television campaign is certainly the GRP (Gross Rating Point) which is given by the product from the coverage (reach) for the frequency of viewing the TV spot (OTS). In other words, it gives us an idea of how many times the spot is seen by the target audience. However, the GRP is a synthetic indicator that serves above all to compare different planning proposals or campaigns over different periods, but gives less an idea of the real extent of a television campaign. For this reason other indicators help us such as the gross contacts (the total number of times the spot is seen), the percentage coverage of the indicated target (reach) and the frequency of display, which indicates how many times the spot has been viewed on average. Finally, another important indicator is the percentage of prime time spots that gives us an idea of the quality of the planning. Below is an example of these KPIs for a typical campaign.

Spada Media Group is a Partner of the main advertising broadcasters on the national territory