How does buying television advertising work?

I'm doing a project and i'm wondering what the typical contract for buying television advertising spots

How does buying television advertising work?
There are a couple questions wrapped up in this one.





1 - How does buying television advertising work?


Answer: Submit an availability request to broadcast television stations in the market you are looking to buy (affiliates of ABC, CBS, NBC, Fox, CW, etc.). This asks a station what they have available for you to buy and how much they're charging for that program. An avail request contains the information a station needs to satisfy your request: the client, the product, the flight dates of the campaign, the measurement period you're buying off of, the target audience, the dayparts you'll be buying, and anything else that might be of importance to the station. All of this information plays into the costs that you're quoted. Once the avails are received, you negotiate with the stations on their ratings and costs for programming. From there, the buy (station orders) is constructed based on the goals that you are trying to acheive for the campaign. When you've satisfied your goals, the order is sent to the station, they send a confirmation to you, and then a spot is sent to the station for them to air according to your order.


2 - "Typical contract for buying television"


Answer: There is no "typical contract" persay - it all depends on the goal of the campaign. If TV is going to be utilized for a new product launch, this flight might only be 2-3 weeks. These weeks would be incredibly loud as it's a new product, but there's no need to have a product launch last for weeks on end. If TV is going to be utilized for a branding campaign (establishing a corporate presence in a market), a longer flight is needed.





Some tips:


- Use a mix of programming as it increases the audience you will reach (ie: don't buy just Grey's Anatomy - not everyone watches it)


- The longer lead time you have before a flight airs, the lower your costs will typically be as demand increases as timing gets shorter. (ie: if you want to be on-air in a week, be prepared to pay a pretty penny)


- The size of the market you are buying plays a large part in the cost. New York City is going to be much more expensive than Anchorage Alaska. Why? Larger population.


- Never reveal your budget to a station - they will submit a flight to you that uses your entire budget leaving you no room to buy another station.


- If you're looking to maximize a small budget, consider partnering with a station. In this instance, you would need to reveal your budget to the station and tell them you are looking for a partnership. You get a lot more added value this way - bonus spots, online exposure, etc.





I hope that covers what you were looking for. Good luck!
Reply:hmm. People see those glamorous advertisments,drool over them (even if they are not in need of those products) because TV ads just entice and rope in people into buying.


is this what you mean?
Reply:I've worked with TV, Radio and newspaper advertising. The media never wants you to do anything for a one time try. First of all, if you can't afford to partially saturate a market for three to six months, then you can't afford to advertise yet. Save up to get enough funds to advertise. TV is expensive, but reaches specific crowds. Newspaper can be expensive since you don't get as much of a visual, but reaches a different crowd, and radio the same, and on. You need to hit people many ways. With TV specifically, the longer the contract the less you spend over time. Carefully research WHO you want to reach first and don't forget the free PR by writing many news releases. The more quality news you send the better. Also use online PR like PRWeb, which is very well search engine optimized.





This is all important, but poorly written material might as well never have happened.
Reply:try spotrunner.com, it allows you to create a commercial, buy time spots and manage your own campaign without going through an agency. it's good for local marketing.

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