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Advertising on TV



The planning, buying and pricing of advertising space on TV is the most specific process in the media market compared to buying advertising space in other media types. The purchase of TV advertising, the so-called booking, is always carried out one month in advance of when the client wants the advertisement to be aired (e.g. if the client wants an advertising campaign in May, the booking of this campaign must take place at the beginning of April, normally no later than the 10th day of the month when the booking takes place). At the beginning of each month, the TV stations send the programming schedule for the following month and at that point both the clients themselves and the agencies representing the clients can start booking campaigns either through the Mamut media tool (this tool works with TV meter data) or through our GATE4AD platform. Not only TV metrics data is provided by Nielsen Admosphere, the data is not publicly available, it can only be bought. The following parameters influence the total cost of an advertising campaign (timing of the campaign, seasonality, definition of the target group, duration of the TV spot, distribution of the campaign broadcast in part of the day, the number of GRPs required (1 GRP = 1% of the viewers who watch TV, i.e. if a client orders 10 GRPs, the TV station guarantees that his ad will be seen by 860 thousand viewers in the target group Everyone aged 15+, because the size of the target group is 8. Each target group has a different size compared to the total population of All aged 15+. The GRP is the main buying unit for all TV stations, but each TV group has its own buying unit which depends on the defined target group and therefore the buying GRP (% of the buying target group) may differ for each TV group. The most complex part of the TV advertising buying process is the negotiation of price terms. The basic pricing unit is the price per 1 buying GRP / 30 seconds.

The three strongest TV groups on the Czech market are Nova, Prima and Česká televize. These three groups have a combined viewership of 80%. The remaining 20% of the viewership belongs to regional and small thematic stations, such as AXN, CS film, CS mini, Disney Channel, Film Box, Film +, Joj Cinema, Joj Family, Kinosvět, Minimax, National Geographic, Rebel, Relax, Retro, Spektrum, Sport 1, Sport 2, Šlágr TV, etc. The viewership is measured by TVmeter. TV viewership is also influenced by the evolution of society and lifestyle. Over the last two years, internet coverage in households has also influenced viewing, with an increase in the number of people watching shows on TV platforms and on multiple devices (TV screen, computer, phone, tablet) at the same time. In addition to the above factors, weather also affects TV viewing.

The most watched types of programmes have long been news programmes, soap operas and entertainment/competition programmes of domestic production, not least talk shows and reality shows.

The advantage of TV advertising is the connection of audiovisual presentation, where it is possible to present not only brand image building, brand benefits, but also emotions and story. TV advertising also enables direct sales, i.e. teleshopping, discount events. This type of communication is mainly used by fast moving consumer goods chains. Of all media types, TV has the opportunity to reach the highest number of people in a single day across the entire population of All 15+. Audience reach can be built very quickly in a matter of days. TV metrics make it very easy to target a defined audience for a specific product/brand. Another advantage of TV advertising is the favourable cost of the intervention per audience reached compared to other media. The disadvantage for the clients is the high production costs for the TV spot, which must have its own specifics according to the technical parameters of the TV. Another important fact is that TV advertising has to be planned a month in advance in order to implement the campaign, as all TV stations open their advertising space a month in advance.

Planning TV advertising is one of the most complex processes in creating media campaigns. That's why it's always a good idea for a client to know their business objectives, based on which they will choose priorities for campaign parameters.

Here are some examples:

  • If you want to promote sales of fast moving consumer goods (FMCG), you want to have a long-term campaign that promotes sales of individual products in a timeline
  • If you want to launch a new product, high intensity communication and maximum audience reach is very important
  • If you need to increase awareness of a product/brand, called Brand Awareness, it is important to achieve a higher frequency of audience reach when they see the campaign
  • If you need a precise reach of your chosen target group, e.g. target group Women 20-45, it is necessary to choose TV shows that are watched by the target group. In this case, we would select e.g. shows like romantic films, series

Therefore, it is always important to know the business objectives so that the above parameters can be applied to the TV campaign, because these parameters actually form one important whole. To plan a TV campaign effectively, it is important to optimize these parameters to achieve the set business objectives.

The essence of optimization and achieving the set objectives is the setting of several important facts, i.e. the amount of investment, timing, target group, length of the spot, proportion of day parts, appropriate TV shows and last but not least the seasonality, which may vary from brand to brand (e.g. winter clothing would be useless to communicate in the summer months).

TV advertising formats:

Commercial spot - spots are broadcast between TV programmes. They can vary in length (10 - 60 seconds). The basic price is always calculated for a 30-second spot, i.e. shorter than 30 seconds costs less and longer than 30 seconds costs more)

Sponsorship - a sponsorship message is always placed with the selected programme, subject to availability. It is always 10 seconds long and has its own specifics compared to a traditional advertising spot. The sponsorship message can be placed with standard programmes (series, films, entertainment programmes), with the timeline before TV news or with advertising jingles

Injection - a special form of sponsorship where a commercial message is displayed during the viewing of mainly sports broadcasts

Product Placement - this is a commercial communication where a given product/product is embedded in a selected programme (e.g. the judges on Superstar have a bottle of Coca-Cola placed on a table in front of them)

Media concepts:

TV meter data - this data expresses several media parameters (GRP, TRP, Affinity, Net Reach, target group size, SOV, SOS, etc.), which are used both in campaign planning and buying, and in campaign evaluation (postbuy analysis).

CPP (Cost per point) - price unit per 1 GRP

GRP (Gross Rating Point) - this unit is used to measure the viewership of programmes. 1 GRP = reach 1% of the target group, e.g. the size of the target group/viewers aged 15+ is 8,600,000, i.e. 1 GRP in this target group means reach 86,000 viewers

TRP (Target Rating Point) - this unit is used to measure the viewership of a specific target group. As with GRP, 1 TRP = reach 1% of a specific target group, e.g. the size of the target group Women 20-49 years is 3,500,000, i.e. 1 TRP in this target group means reaching 35,000 women 20-49 years

Footage - this unit reflects the length of the spot

Daypart (time zone) - TV stations have two time zones set for pricing. The main time zone (broadcast time) is 17:30 - 23:30, called PRIME TIME (PT) and the second time zone is 23:30 - 17:30, called OFF PRIME TIME (OPT)

Net Reach - is the percentage of the target group reached at least once during the campaign, i.e. for example, a Net Reach of 50% means that 50% of the target group saw the TV spot at least once during the campaign

Affinity (Target Affinity Index/suitability) - an index that describes the suitability of a selected TV show for a specific target group and is the ratio between GRP and TRP (TRP/GRP = affinity)

Sociodemographics - TV advertising can be targeted by age, gender, education, place of residence, size of residence, household income, etc. 

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