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The price of television varies significantly from month to month. This is because television is traded on a price that has a relationship with the station average price. The SAP is calculated by dividing the total revenue in a month by the total viewing for a particular audience.
Therefore, the higher the viewing on one particular month, the lower the price will be. The months where viewing is highest are in the winter when it’s colder, evenings are darker and we all stay at home more and watch more telly. For example, the average amount of time individuals spent watching TV daily in January 2009 was 4.02 hours compared to 3.43 hours in June 2009.
The higher the revenue is in a particular month means the price will be higher. The months that are most demanded are usually October and November as pre Christmas advertising is in full swing.
Therefore, the cheapest month to advertise is usually January as demand/revenue is low but supply/viewing is high. The most expensive months are usually September/October/November. For example according to ITV’s pricing, September’s cost per thousand is 18% higher than the average price and January is 20% lower.
If there is a big sporting event such as a World Cup (football, rugby, cricket) or Euro 2008 (football) or The Ryder Cup (golf), there will be a significant increase in men viewing. This means that there will be more male targeted brands competing for airtime. Sometimes, broadcasters will have special rates for key games such as the World Cup Final. These rates are usually outside of any deal arrangement.
If there is a big sporting event on the BBC (such as the Olympics) there is likely to be a decrease in viewing to commercial channels
Clearly some products lend themselves to a particular time of year.
January: retail outlets sales and holiday advertisers
February: chocolates and flowers around 14th
March/April: Easter egg deals from chocolate brands and supermarkets
May: DIY advertising around the bank holidays
June/July: summer brands like cold drinks, ice cream, clothing and also sports brands if big tournaments on
August: back to school brands
September: Golf brands in Ryder Cup
October/November: Christmas products
December: winter brands like cold and flu remedies, hot drinks