How Much Does it Cost to Buy a TV
Spot?
This is
probably the most frequently asked question I receive regarding
advertising on TV. That question is about as simple to answer as
"How much does a car cost?". What make, what model, what
options, from which dealer, etc. One of the most stupid myths is
that cheap spots are always better. Cheap is Cheap and can have
an adverse affect on your ROI (Return On Investment). Let's take
a quick look at a few of the available options, and there are
just far too many, not to mention the variables, to list in
detail in this TV Ad tip article as you'll clearly discover. So
consider this your intro into Air Time Costs.
First off, National Broadcast networks are those being ABC, CBS,
NBC, FOX. Before you even start to dig into a spot by spot, or
CPS (Cost Per Spot), you really shouldn't be even considering
this media platform unless you have a startup monthly budget of
around $35,000+ (+ is the key word here), however there are some
exceptions that come in the form of a 'supplemental usage'.
Here's an example; one 30 (:30 second) spot on either
of these Top 4 medias can cost you $1000+ and that's not even
close to Prime Time slots, 7-11pm, maybe the early 6 to 9 a.m.
spots or afternoon soaps, etc. I stretch the traditional
prime time hours from 8-10p due to the lead out's and in's,
(out's= the 15 minute 4th quarterly hour 7:45 to the in' of the
11:15p
range. There's good logic to that I won't go into detail here on
but the above gives you an idea of what you're up against with
the big Network Stations.
Next
comes, Cable, the area most individuals, small and medium sized
businesses ($1000 to $30,000 month), fall into. This I cover
extensively in my new book 'The Entrepreneur's Secret Weapon
for TV Air Time Buying' for order below Now if you
just wanted to 'test' TV you could probably
buy yourself $500 worth of $10 spots and run
them for 2 weeks and see what happens,
but that's not really going to give you much
of a 'test', you're really gambling or
experimenting, as they say with that budget.
But, you could always promo your
service/product by saying 'As Seen on
TV' for that, if that's what you want.
That used to have some value, not so much
anymore. Now it's 'As Seen on the
Internet'.
Just
like in Network Stations, the cost for Cable spots is based
according to the Ranking of the State/City you intend on airing
in, and I'm not even going into the competitive ratings between
each station in each ADI (Area of Demographical Influence).
Here's a wide ranging example for you, a recent Nielsen Survey
of Ranked TV Homes; #1 New York 7,368,320 and #2 Los Angeles
5,489,810, the #1 and #2 markets in the country, as opposed to
#209 North Platte 14,420 and #210 Glendive 4,230 whereas you
might get a spot in one of those for 75 cents (just joking, but you get the idea
because that's about all that's going to be
worth).
But...for the sake of ease and getting to the point on this
topic, The mentioned references are to the Top 20 market
averages.
Ok,
so I've given you an idea of a spot you might be able to arrange
on Network TV for a 30', a spot on Cable TV in that same Market
area might go for as low as $10 in off primetime programs and
$60+ in primetime in some cases. But, and I say, 'But',
remember, Cable varies greatly from Network TV in one main area, with
Cable you have the ability to 'select' your 'zones' 'within' each
city or county of the coverage area or ADI of that particular Cable
Station, expanding or narrowing it down. With Network TV you buy
into the entire Broadcast Coverage Area, often
by county. Larger the county area, the higher the CPS.
I
hope that gives you a little more insight or an idea on the
question, "how much does a TV Spot Cost?" In
my eBook I get into a wide range of variables with some neat
tricks and industry secrets you can use to give you Maximum
Impact and show you how to deal with the stations to get a much Higher ROI than you could ever expect.
While this might sound hard... I call it like it is because it's reality, if you can't afford
$19.95 (the cost for one 30' on Cable TV) for the only industry inside
secret book on the market for buying TV Air Time, then you can't afford to 'Buy TV
Air Time', I assure you, the mistakes and money wasting methods
you'd get sucked into are enormous and the station reps can be
sharks, you wouldn't jump into the lagoon of tiger sharks
without a weapon to defend yourself would you? You'd be better
of taking your TV Budget to the Race Track.
Get
the Entrepreneur's Secret Weapon for TV Air Time directly from
my site here or on either of the listed Distributors.
Thanks for 'Tuning In!'
Bob
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