During planning you the agency will also have to look at when to place the advert in terms of time, channel and programme. However they will need to pick carefully because the best slots cost the most and would be pointless if your target audience is not watching these programmes. Rate cards are a quick and simple way to view the cost of placing an advert and are supplied by the channels who set the maximum price for a advert. Although this price is set by them the advertiser will usually pay considerably less as they come to an agreement. Another way that the price of advertising may be decreased is because of duration of an advert, any space that has not been used and needs to be filled and some others. Below is an example of a rate card by ITV and has a list of price, region and time that the advert would be aired. As you can see the overall most expensive region is london and this is because this is an area where the most people would most likely be watching. At 19:30 when Coronation Street is on the price is then is the highest across the times because this programme is the most popular and is when millions of people are watching. An advertiser would look to get an advert in London at 19:30 as they would get the biggest audience but at a price of £14,872.
Audience information packs are also used by companies and contains lots of information for the advertisers and contain information such as rate cards, information for online advertising, air time and partnerships with programmes.
Online advertising is growing due the fact more people are viewing programmes over the internet. Benefits of advertising online are that you can reach a wide audience because not only would your advert be shown before programmes but would also be placed as banners on the sides meaning you can increase your audience. When putting an advert onto the TV it will only play a few times or once in that time period whereas online advertising would increase the amount of times the advert is up and is viewed. Prices for online advertising change depending on what type of advert you want to place on a site. Examples of types are ones such as banners, pop ups or a video advert which appears before a video someone wants to view. Although the price can change online advertising can be a lot cheaper than advertising on a TV channel. The same pricing structure may be in place as TV advertising with the most viewed websites costing more than the less viewed ones.
Air time refers to the length that the advert will be on for and the longer the advert will be the more expensive the price. The average length of a typical advert would be 30 seconds long but can be a short as just 5 seconds long or up to around 2 minutes. Companies that have adverts for 2 minutes usually only show once or twice and then use a shorter version so that people do not think of that advert as being annoying and long. An example of an advert that does this is a John Lewis who have recently premiered their Christmas advert. The reason why longer adverts will mean a more expensive is because during the length of a long advert the channel could fit in several adverts and therefore possibly lose money so the increased price will make this as little as possible. When planning an advert it will have t be thought to either have a short time or long time which could effect if people watch the advert all the way though depending on their target audience.
Partnerships in advertising are when a company links in with a programme either through product placement, sponsorship, competitions or ad funded programmes. Product placement is when the companies place their own products within a show by paying the programme money to do this. This is a good way of adverting because then people will see your product during the programme and are more likely to see it rather than waiting for the adverts when the TV will usually be turned over until the programme starts again. A disadvantage to this is that people may not see the product or not realise they have seen it and therefore would not have any effect in the form of getting people to see and know about your product. Sponsorship is a good form of partnerships because they usually come directly after the show has begun a break and directly before it starts again which means most people will see your product. However with having a sponsorship your product can not have a full length advert and will usually only be a few seconds long.
Online advertising is growing due the fact more people are viewing programmes over the internet. Benefits of advertising online are that you can reach a wide audience because not only would your advert be shown before programmes but would also be placed as banners on the sides meaning you can increase your audience. When putting an advert onto the TV it will only play a few times or once in that time period whereas online advertising would increase the amount of times the advert is up and is viewed. Prices for online advertising change depending on what type of advert you want to place on a site. Examples of types are ones such as banners, pop ups or a video advert which appears before a video someone wants to view. Although the price can change online advertising can be a lot cheaper than advertising on a TV channel. The same pricing structure may be in place as TV advertising with the most viewed websites costing more than the less viewed ones.
Air time refers to the length that the advert will be on for and the longer the advert will be the more expensive the price. The average length of a typical advert would be 30 seconds long but can be a short as just 5 seconds long or up to around 2 minutes. Companies that have adverts for 2 minutes usually only show once or twice and then use a shorter version so that people do not think of that advert as being annoying and long. An example of an advert that does this is a John Lewis who have recently premiered their Christmas advert. The reason why longer adverts will mean a more expensive is because during the length of a long advert the channel could fit in several adverts and therefore possibly lose money so the increased price will make this as little as possible. When planning an advert it will have t be thought to either have a short time or long time which could effect if people watch the advert all the way though depending on their target audience.
Partnerships in advertising are when a company links in with a programme either through product placement, sponsorship, competitions or ad funded programmes. Product placement is when the companies place their own products within a show by paying the programme money to do this. This is a good way of adverting because then people will see your product during the programme and are more likely to see it rather than waiting for the adverts when the TV will usually be turned over until the programme starts again. A disadvantage to this is that people may not see the product or not realise they have seen it and therefore would not have any effect in the form of getting people to see and know about your product. Sponsorship is a good form of partnerships because they usually come directly after the show has begun a break and directly before it starts again which means most people will see your product. However with having a sponsorship your product can not have a full length advert and will usually only be a few seconds long.
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