TV advertising is still the supreme medium when it comes to quickly building massive reach and brand trust. Despite the digital transformation, linear television reaches millions of people in all age groups every day and offers an incomparable stage for emotional storytelling. A professionally planned TV campaign creates momentum that goes far beyond the screen and often forms the basis for successful cross-channel strategies. In combination with modern streaming advertising or classic radio advertising as well as OOH (Out of Home) measures, an unbeatable marketing mix is created.
Do you want to book advertising on television? The process is more complex than with digital ads, but it is manageable thanks to a clear structure. It starts with strategic media planning, continues with the creative production of the spot and ends with the booking of the broadcasting slots and the subsequent performance analysis. In contrast to online performance marketing, the focus here is often on branding, with modern tracking methods now also making direct sales impulses measurable.
How to switch on TV advertising:
Definition of the target group and selection of suitable channels
Conception and storyboarding of the commercial
Production in high-end quality (4K/Cinema standard)
Media buying and negotiating discounts
Monitoring the impact and measuring the effect
From TV commercial to scatter effect!
From TV commercial to scatter effect (free of charge), like here from our cases:
Agency: Production & Media Buy
A full-service agency takes the complexity off your hands. While photo and video production creates the creative basis, media buying takes care of the best broadcasting times at the best price. We see ourselves as a bridge between your brand and the major marketers. The process is divided into clear phases:
Planning the TV commercial: Strategic orientation and objectives.
Creative phase: Creation of script and storyboard.
Production: Shooting, editing, voice-over and color grading.
Media planning: Selection of broadcasting environments and time slots.
Radiance: Technical handling and reporting.
These are the typical 5 steps to a TV commercial.
Planning the TV commercial – Step 1
During planning, we determine who we want to reach. Is it the broad masses on RTL or ProSieben, or are we looking for the niche on channels such as n-tv or Welt? We analyze the viewing habits of your target group and often combine these findings with data from your marketing consultancy in order to exploit synergies. The goal: a commercial that is not only seen, but stays in the mind.
Weeks before, the planning:
Spot production
A TV commercial has to be technically perfect. There is no second chance for a first impression. We rely on professional equipment and experienced teams. We often integrate UGC elements or influencer scenes to make the commercial more approachable for younger target groups. Today, a good TV commercial is usually the basis for “snackable content” on social media channels.
Booking and playout
At Media Buy, we negotiate for you. Thanks to our network and many cases, we have access to attractive conditions. We make sure that your spot runs in environments that strengthen your brand. We also consider “prime-time” vs. “off-prime” slots in order to achieve the maximum frequency for your budget. Coupling with Google Ads (search triggers during the broadcast) is also essential here.
Analysis and optimization
After the campaign is before the campaign. We use direct response tracking to analyze how many users visited your website after the broadcast. We compare the cost per contact (CPM) with other channels such as YouTube Ads in order to evaluate the efficiency of TV advertising in the overall structure. This is the only way to clearly illustrate the ROI (return on investment).
Working with prominent faces?
Sometimes a celebrity or influencer can help to build instant trust. Well-known faces act as “testimonials” and can convey the advertising message more credibly. Especially for new brands on the market, a prominent face provides the necessary “social proof” that would otherwise take years to build up. We support you in selecting and contracting the right personalities.
The question that interests everyone: How much does it cost to run TV advertising? Prices vary enormously and depend on the audience, the time of day and the channel. While a slot during a World Cup final costs millions, regional stations or niche channels are surprisingly affordable. We calculate transparently for you so that you don’t get any surprises.
Example small TV station ~ 2.500 € – 5.000 € / day
Niche channels (e.g. special interest, regional or news) offer a favorable entry point to reach a top target group without high wastage.
Lower production costs possible
Very targeted approach (e.g. business context for news channels)
High repetition rate of the spots
Ideal for regional test campaigns
Example large TV station ~ 50,000 € – 250,000 € / day
Investing in the top 5 channels (RTL, ProSieben, etc.) buys massive attention. This is about national awareness in the shortest possible time.
A modern TV commercial is just the beginning. We extend the campaign from “out of home” or the TV screen directly to the home on the smartphone. With TikTok ads, Instagram ads and suitable content, we create a seamless customer journey. If the user sees the ad on TV and finds the matching ad in their feed shortly afterwards, the likelihood of purchase increases massively.
Your TV agency & contact
As a holistic marketing and advertising agency, we are always “cutting edge” thanks to our numerous cases. We know what works in practice because we manage major brands ourselves. Why hire an agency? Because it saves time, nerves and money. We know the pitfalls in planning and production and ensure that your budget is used optimally.
4.9 / 5.0