Advertising FAQs 

FAQs for Advertising on DM Digital Television and Online Website

How much does it cost to advertise on television?

The cost of advertising on television is determined by a range of factors.  These will include……

Transmission time

The day is divided into ‘Peak and off Peak’ parts.  Peak (1730-2300) is the most valued airtime in terms of audience size and profile and will command the highest price.  Daytime (pre-1730) and Late Night (post-2430) represent less demanded airtime. Nevertheless Daytime provides a highly effective environment for Direct Response advertising (DRTV), whilst Late Night is especially attractive for advertisers targeting a younger, or male-biased audience.

Programmes

Generally speaking, it is more expensive to advertise in and around high-profile programmes like Dramas, Documentaries, News and Movies.  On DM Digital, for example, these will include major feature films, live TV Programs, Current Affairs, News and popular documentaries.

Time of year 

The cost of advertising on television varies by season, depending on audience levels and overall advertiser demand.  For instance, the autumn months are relatively expensive, while advertising in July and August represents especially good value. The rates of advertising also go up during festive periods like Ramadaan, Diwali, Xmas and during new year.

Commercial time-length

The cost of television advertising also depends on the duration of the commercial, with the most popular length on DM Digital being 15/20/30 seconds.  As a guideline, transmitting a 30-second commercial will cost twice as much as showing a 15-second ad and a 60-second twice as much as a 30-second ad.

Target audience

Cost will also depend on the level of detail in specifying an advertiser’s target audience.  The more plentiful and accessible the target, the cheaper the rate for reaching them, on a per viewer basis.  For example, a broad group such as All Adults could be bought at an average cost of around £6 per thousand viewers / or a little under a penny each. However, a more tightly-defined target, such as Men aged 16-34, will cost closer to £50 per thousand viewers.

Channel choice

Terrestrial v Digital – The cost of advertising is also affected by the channel that you are looking at. The terrestrial channels are generally more expensive due to their transmission footprint and their audience size. The terrestrial channels are the only way you can communicate with over 2m viewers on a regular basis. A lower cost entry point for many advertisers is within the multi-channel environment. Smaller broadcasters can deliver a smaller but more targeted audience.

Rough guide to cost

All the complexities aside, the cost of a 30 sec (per spot) advertisement in Peak time would be approximately £20, whereas in off Peak the figure would be around £15. 

How do I define my target audience?

Almost any way you like!  We trade against most demographs, although a large proportion of advertisers look to target tighter groups, interlaced with age or social grade - for instance Adults aged 16-34, Housewives with Children aged under 15 or ABC1 Men.  Airtime will then be scheduled to reach your chosen target audience in the most cost-efficient manner possible, reducing wastage to an absolute minimum. 

How do I get a commercial made and how expensive will it be?

Advertisers generally use either a recognised production company or an advertising agency to produce their commercials. They will work directly with the client to ensure that the requirements of their communication brief are fully met.  The cost of the commercial will depend on the creative content, music, location, cast, celebrity endorsement, voice-over, presenter etc. and the overall production quality of the commercial.  A successful finished product could cost anything from £250 - £1750 pounds upwards. As a broadcaster we are also able to provide this service both for creative ideas and production. Please call the DM Digital Sales team on 0161 833 3774 for further information

Do you have a price guide that you could send me?

We do not have a price guide as such because, as we have attempted to illustrate in this section, a whole range of different criteria will determine the cost of a campaign on DM Digital.  You also probably have number of questions that we have not addressed here so if you would like us to prepare a tailored proposal, or if you would merely like to talk about the possibilities, please call the DM Digital Sales team on 0161 833 3774