TV
TV advertising
Linear TV is still one of the strongest media for reaching many people at once with sight, sound and motion on the big screen. But viewing has changed: younger audiences watch more streaming, while linear TV is strongest among older viewers. PR360 plans TV advertising with an eye on who is actually in front of the screen – and when streaming is a better complement.
How TV advertising is bought
TV advertising is usually bought on the number of contacts the campaign should deliver in a specific audience. Contacts are often expressed as target rating points (TRPs), where one point equals 1% of the audience having seen a spot. A plan sets out how many points to deliver, split by channel, week and daypart.
Position matters: spots early or late in a commercial break are often seen by more people than those in the middle, and some programmes attract audiences that are harder to reach elsewhere. Such choices affect price and must be weighed against the budget.
Three ways to buy TV
Audience buy
The channel delivers an agreed number of contacts in the audience and distributes spots across dayparts. Efficient, but with less control over exact placement.
Spot buy
Spots are bought in specific programmes and dayparts. More control, usually at a higher cost per contact.
Sponsorship
An association with a programme, with short sponsor idents before and after. Links brand and content.
Linear TV or CTV?
Both run on the big screen, but they are bought, targeted and measured differently. Many plans use both.
| Aspect | Linear TV | CTV / streaming |
|---|---|---|
| Reach | Many viewers at once, strongest among older audiences | Stronger among younger audiences who stream |
| Buying | Contacts and rating points with the channels | Impressions, usually on CPM, direct or programmatic |
| Targeting | Channel, programme and daypart | Household, geography, content and app |
| Frequency control | At plan level via estimates | Per household, within each platform |
| Measurement | The industry's official TV audience measurement | Delivered impressions and completion rate |
Choosing the right format
Is TV right for you?
TV is powerful, but it requires budget and a message that suits the medium.
You need to build broad awareness across the population
Linear TV delivers large reach quickly and is strong for brand building.
Your audience is mainly under 40
Combine TV with CTV, or start with CTV, where your audience actually watches.
Read about CTV advertisingThe budget only covers a short campaign with few contacts
Too little frequency often means weak impact. CTV or online video may be a better first step.
You do not have a TV commercial yet
Production is a significant investment. We can help assess whether the media budget justifies it.
What TV can do
Large reach, fast
Many viewers at the same time make it possible to create broad attention in a short period.
Full screen with sound
The big screen and sound leave room for storytelling and showing the product in use.
Credibility
A presence on TV signals scale and stability to customers and partners alike.
Lift for other channels
TV campaigns often increase searches and traffic, making digital channels more effective in the same period.
Formats and assets
The creative must suit the medium and meet the channels' technical requirements.
Spot lengths
Typically 10, 15, 20 or 30 seconds. A longer version can introduce the campaign, with shorter cut-downs as reminders.
Sponsor idents
Short idents before and after a sponsored programme, often with stricter content rules.
Technical requirements
Channels have requirements for format, loudness and delivery. We make sure assets are delivered correctly and on time.
Reuse in streaming
The same assets can usually run on CTV, getting more out of the production.
Planning TV
TV is targeted through the choice of channels, dayparts and programmes – based on data about who watches what.
Audience
The campaign is planned against a defined audience, for example by age and gender.
Channels and programmes
Channels and programmes are chosen by where the audience watches most.
Dayparts
Prime time delivers the most viewers, but other dayparts can be more efficient for specific audiences.
Flighting
The campaign can run in bursts with breaks, stretching the budget over a longer period.
How we plan TV
- 01
Objective and audience
We define the audience, desired reach and frequency, and the campaign period.
- 02
Plan and negotiation
We build a plan across channels and negotiate terms and placements.
- 03
Assets and delivery
We make sure spots are delivered in the right formats and meet the channels' requirements.
- 04
Follow-up
We monitor delivery and evaluate reach, frequency and impact after the campaign.
Measuring TV advertising
TV is measured at audience level through the industry's official audience measurement.
Rating points
Contacts delivered in the audience compared with the plan.
Reach and frequency
How much of the audience saw the campaign, and how many times.
Transmission report
Which spots aired, on which channels, in which programmes and when.
Indirect effects
Changes in searches, website visits and sales during the campaign.
Keep in mind: TV measurement is based on a panel of households and provides estimates for audiences. It does not show who specifically saw a spot, so indirect effects must be assessed over time and alongside other channels.
FAQ
Frequently asked questions
Get advice on TV advertising
Tell us about your audience and objectives, and we will assess whether linear TV, CTV or a combination gives the most for your budget.