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TV advertising doesn’t have to be a big budget “shout-all-about-it” spectacular. It can also be a selective communication medium, hitting niche audiences. Many advertising spots are traded not only on a national network basis but also on a regional basis.
Traditionally the three main channels below gave advertisers the opportunity to target regionally.
ITV macros are combinations of two or more ITV regions
- Scotland is a combination of STV and Grampian
- Granada/Border macro does what it says on the tin
- YTV/Tyne Tees includes the two areas in its name
- North is a combination of Granada, Border, Yorkshire and Tyne Tees
- South East is a combination of Anglia and Meridian and so covers East Anglia and the south coast
- West is ITV West, ITV Wales and Westcountry
- MidWest includes ITV West, ITV Wales, Central and Westcountry
For more information on ITV regions please click here.
Channel 4 divides the UK into six different regions for its main channel or can be accessed across the whole of the UK with one network.
- London corresponds with ITV’s London region
- Midlands is the same as ITV’s Central
- North includes Granada, Yorkshire and Tyne Tees
- South covers Westcountry, HTV, Meridian, Anglia and Channel
- Scotland extends from Grampian and STV to Border
- Ulster is C4’s smallest opt out
For more information on Channel 4 regions please click here.
More than one region can be bought at a time to create super-macros. A common option for Channel 4 advertisers is to buy UK only (ex-Northern Ireland) and England only (ex-Northern Ireland and Scotland)
Channel Five can be bought on a network basis but also offers five different regions of the country as macros.
- Scotland extends from Inverness and Aberdeen across the border to Carlisle.
- The North covers Newcastle, Blackpool, Liverpool, Manchester, Leeds, Sheffield and Lincoln.
- South Central ranges from Northern Ireland, the West Country, Wales, Central and most of Anglia and Meridian
- London includes the area around the capital and extends from Luton in the North to Basingstoke in the West
- Ulster (Northern Ireland) has only been an option for regional targeting on Five since 2012 having previously been a part of the south central ‘PNet’ macro.
To find out more on how we measure TV viewing in these regions, please click here.
Local TV Ofcom has licensed 28 channels to deliver local TV services in their particular area. Over the next few years we expect it to advance over many more towns and cities. 5 Local TV channels have now launched, these include:
- London (London Live)
- Grimsby (Estuary TV)
- Norwich (Mustard TV)
- Nottingham (Notts TV)
- Glasgow (STV Glasgow).
Throughout the rest of 2014 and 2015 many more launches are planned to happen. In England and Northern Ireland you can find Local TV on Freeview channel 8 and in Scotland and Wales on Channel 23. To find out more visit http://www.localtv.org.uk/
Access to multi-channel stations is only available to advertisers on a national (network) basis. This is apart from Sky and their newest advertising offering (Sky AdSmart). To see which multi-channel stations are represented by which sales house please click here.
Since the beginning of 2014, Sky AdSmart has also become available to the market. With Sky AdSmart, different adverts can be shown to different households watching the same programme. Households can be selected based on factors like age, location and life-stage, derived from a combination of Sky’s own customer data and information from consumer profiler experts such as Experian.
By allowing advertisers to cherry-pick their audiences the power of TV can now be used to greater effect by existing advertisers, whilst becoming accessible for the first time to niche brands, small and medium-sized businesses (SMEs) and location-specific advertisers. Sky AdSmart is currently only available on Sky’s wholly owned channels. To find out more about Sky AdSmart please click here.