TV Media Planning and Buying
TV media planning refers to the strategies executed in the television environment by brands, accompanying the most suitable messages for the determined target audience. The message that will be delivered to the target audience must be expressed in a manner that is appropriate and clear in its intent. The entire body of work that ensures a campaign conducted via TV channels reaches its goal and succeeds is called TV media planning. Advertisements on TV aim to reach a vast majority of the target audience in the shortest time possible within the field of creative advertising efforts and have been successful in achieving this.
Having a television in almost every home maintains the importance of TV ad campaigns. Especially the hours between 20:00 – 23:00, known as “prime time,” are quite productive for brands. The successful execution of TV media planning is directly proportional to the accurate selection of the target audience, the correct determination of the message to be communicated, and the healthy establishment of purchase processes. The experience and success of the agency carrying out the TV media planning are critical. In today’s world, which is becoming increasingly digital, it is still possible to successfully maintain your brand’s image with TV ads. This can be achieved through effective TV media planning and buying.
TV Commercial Types
Brands reach their target audiences with TV commercials to increase their brand awareness. For brands promoting their products or services, television advertising still retains its popularity today. There is a specific type of TV commercial used for each advertisement:
This is the most preferred type of advertising among those available in television advertising. A strip ad is a type of advertisement that covers about 20% of the screen in the form of a strip during a program or series flow. The duration of the advertisement is 8 seconds and it is used in approximately 1920×220 pixel dimensions. Due to its format of broadcasting, strip ads are more effective compared to other types of advertisements. The higher the TV program’s rating, the greater the success of the brands’ advertisements.
A spot advertisement is a type of ad that starts after the credits of a program or series and fully occupies the screen. The content and duration of a spot ad vary and this variability depends on the brand’s preference. It is the type of advertisement through which brands convey their messages about their products or services to the audience in the most effective way.
Sponsorship advertisements are when brands support a program or event to increase their visibility. In this way, brands seeking greater exposure sponsor TV programs. The name of the sponsoring brand appears on the screen both before and after the program.
Product placement, especially becoming more prevalent in recent years, is one of the most effective types of television advertising. It involves integrating a brand’s product seamlessly into the program being broadcast. Product placement advertisements, especially when executed in high-rating shows or series, reach the audience effectively and quickly.
How Should a TV Ad Plan Be?
With TV commercials, you can introduce the products or services of your brand to your target audiences, that is, your potential customers, in a very short time and simultaneously. In recent years, with the increasing scrutiny of the RTÜK (Radio and Television Supreme Council) regulations, television advertisements are subject to rigorous controls. The frameworks for television commercials are determined by warnings that fall outside the set rules and the viewing indicators created for audience groups.
From this perspective, television advertisements hold a significant place for viewers. The amount of time viewers spend in front of the screen is increasing day by day. However, individuals’ attention spans and emotional change intervals do not follow the same trend. This interval has dropped to approximately 5 seconds. In this regard, when introducing your campaigns to your customers, attention should be paid to the duration and content of the advertisement. To be effective, an advertisement broadcast on television must be kept interesting, stimulating, and as simple and short as possible in language. As a brand, the TV media planning budget process determined for your TV advertisements should include a well-defined broadcast plan and continuity stages for efficiency.
Once the agency that will carry out the advertising process is determined, a brief is given to the agency that will work on the TV commercial. The production company responsible for shooting the commercial begins the filming process. Production, or the creation phase, is the stage where the promotional content for the product or service to be advertised is developed. After the preliminary preparations for the commercial film are completed, the filming stage is reached and the commercial is prepared. Before the TV commercial is broadcasted, media planning is carried out. The commercial film process is completed with factors determined according to the target audience, age groups, gender, and socio-economic groups. Following this process, it is determined which channel the advertisement will be broadcast on, as well as when and for how long it will be aired. The success of the commercial film broadcast on television channels during this period is evaluated. If the brand has reached its target audience, the TV advertising planning is considered successful. If the TV commercial has increased brand awareness and brand image, this constitutes the result of a successful commercial film.
Prime Time Advertisements are commercials that are broadcasted during the intervals of TV programs. Prime Time Advertising refers to full-screen commercials that start after the credits of programs or series and are broadcasted in intervals of 10, 20, 30 seconds.
Strip advertisements refer to TV commercials that appear at the bottom of the screen during a program broadcast. Strip ads are typically broadcast every 10 minutes.
Virtual logo advertising refers to commercials that appear in the corner of the screen while television programs are being broadcast. They can be aired at periodic intervals every 5 minutes.
It denotes the term given to the cost per rating point within the defined time intervals of an advertising campaign to reach target audiences. It is abbreviated as CPP (Cost Per Rating Point).
The term “rating” refers to the measure of a television program’s viewership. For brands, the rating is a very decisive and important factor; it determines how much a television program is watched and its continuity. The measurement of ratings begins with the research company examining the social structures in the determined regions. After the research, devices called “peoplemeters” are installed on the televisions of selected households to collect data. This information provides an approximate idea about the viewership rates of programs broadcasted on TV.
This is the term given to the gross viewership rate of advertising spots over a specific time period. GRP refers to the total of the ratings that each broadcasted spot receives.
Grow Your Brand with Television Advertising
In today’s world, if there is one medium of mass communication that stands in resistance against everything becoming digitalized, it is television. Television commercials, which can interact with everyone in a short amount of time regardless of demographic structure and socio-cultural reasons, are crucial for enhancing brand value. Conducting TV media planning and buying activities with the aim of increasing brand awareness, reaching target audiences, and elevating sales is important for your brand, and it requires working with a professional team. By engaging with a proficient team experienced in TV media planning and buying, you can not only reach more customers but also ensure that your brand gains a more prominent position in the market.
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