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2. Choose a partner to work with

When embarking on a TV campaign for the first time, we would advise choosing an agency partner to work with. You certainly can do it yourself and deal directly with the broadcasters, but working with an agency partner can provide valuable assistance:

  • In depth knowledge of how TV planning and buying works and the most effective ways of reaching your target audience
  • Access to BARB data (TV viewing measurement) and systems to analyse the data e.g. best converting programmes for your target audience
  • Long standing working relationships with the broadcasters and expertise at negotiating deals
  • Understanding of what each broadcaster can offer that might benefit your brand
  • Technical specifications and requirements

Most often, advertisers will choose a media agency to plan and buy their media and a creative agency to come up with the right strategy and produce the ads, although there are some agencies that do both. A large proportion of agencies are to be found in London, but there are agencies all over the UK so you can find one near you. The IPA (Institute of Practitioners in Advertising) publishes a list of its member agencies and can be contacted for advice about finding an agency. 

If you do decide to deal directly with the broadcasters, you will find dedicated people who can help you through the process. These people are geared up to help new TV advertisers every step of the way, from coming up with an initial brief through to booking the spots for you. You can find details of who to speak to here.

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