Regional TV planning options
There are a host of reasons why brands might not want to hit the whole country with a single message at the same time. Here is the top line on how TV can be bought on a regional basis across the major TV sales houses.
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.
Below are all of the different opportunities to target regionally:
One of ITV's biggest USPs for advertisers is their regional flexibility. ITV is the only broadcaster that allows advertisers to target consumers on a national, macro, regional and micro region level.
Find out more about ITV regions
Channel 4 Sales divides the UK into six different regions for its main channel. More than one region can be bought at a time to create super-macros giving simultaneous transmission over a larger geographical area.
Detail of the macro regions are outlined in the document available to download to the right of this page.
Find out more about the C4 Sales website
AdSmart from Sky
Since the beginning of 2014, AdSmart from Sky has also become available to the market. With AdSmart from Sky, 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.
Advertisers using AdSmart from Sky can deliver TV ads to Sky homes by postcode areas. The ability to focus advertising using the first one or two letters of a postcode builds on pre-existing location-based targeting offered by AdSmart from Sky, which allows the selection of TV regions and metropolitan areas across the UK such as Leicester, Belfast and Cardiff.
Find out more about AdSmart from Sky
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)