Advertising on TV

Expand All    Close All
  • Do costs vary by region?
    • Yes. Costs vary according to the size of the region, airtime demand and audience supply. London is the most expensive region whilst Scotland and North can be more cost effective. Please be aware that only Channel 4 can now be bought regionally, however there are regional options for E4 and M4.

  • Do you have a rate card?
    • Channel 4 does not have a published list of rates. Each campaign is sold subject to availability, month, region and audience delivery. Most campaigns are booked within advance booking deadlines, eight weeks before the start of each month.

  • Does demand vary by month?
    • Demand varies according to the time of year, but there is high demand before Christmas and Easter. Post Christmas and Summer are most cost effective times of year to advertise on TV.

  • Is Channel 4 sold regionally?
    • Channel 4 is a national channel. It has 6 advertising macro regions.

  • Tell me about regions
    • BARB divides the UK into 14 regions, meaning advertisers can choose to only have adverts broadcast in one area - useful when promoting an area specific brand.

      Channel 4 uses regions (also known as macros) so airtime can be traded fairly and allow targeting of a specific audience.

      Remember, between now and 2012 the analogue transmitters will be switched off but regions will still be available to be bought.

  • What is a CPT?
    • A Cost per Thousand is the cost of reaching a thousand people on TV. It is the currency used in TV Advertising.

      For example, a Channel 4 campaign targeting 16-34 year olds, with a budget of £100,000 would be worked out like this:

      100,000 / 25 TVRs / universe (1.4286) = a CPT of £28.00

  • What is a Macro region?
    • A Macro region is an area that combines one or more ITV areas. Channel 4 trades on its own macros.

  • What is an impact?
    • An impact is one set of eyes seeing one advert once. Impacts are often refered to in terms of actual number of impacts or % share of commercial impacts. This data can be run in DDS.

  • What is Reach?
    • Reach is the estimated number of people who have watched a commercial expressed as a % of the target audience available to view (otherwise known as the universe). Reach is one of the many ways we measure TV effectiveness.

  • What is the difference between reach and share?
    • Reach is the average number of people who have watched something for at least 3 minutes - 3 minutes is the industry standard but you can change this if you want. Share is the number of people who watched something expressed as a % of everyone watching TV at that particular time.

  • What's the difference between a weighted and an unweighted impact?
    • An impact is one set of eyes seeing one ad once. We often look at impacts to see how well an ad campaign, channel, daypart or programme is doing, so the greater the number of impacts something gets, the more people watching it. An advert can be 10, 20, 30, 40 or 60 seconds long and thus all different costs. In order that we can look at how many impacts something is achieving, we need to be able to compare them, and in order to compare them, they have to be the same time length; a bit like having a common denominator. Weighted impacts are all made to be 30 seconds long. Unweighted impacts are any length. It is always better to look at weighted.