TV Advertising

Whether you are new to advertising on TV or an established presence seeking a fresh and improved strategy, our team is fine-tuned to deliver bespoke campaigns that reach the heart of target audience groups, build brand fame and drive sales. Take a look at some of our work below:

Back in 2001 when we founded Guerillascope the TV landscape was dominated by big players with big clients. The small to medium sized business really wasn’t catered for, and indeed, often had the perception that TV was beyond their marketing budget.

We have grown Guerillascope as a company catering for SMEs and are proud today that some of our multimillion spending client’s started their Television branding with us and from small beginnings. We have grown with our client’s business and we are part of their brand’s story. Nowadays, as our own business has matured and grown, yes we have some very large clients, but we still pride ourselves on putting new brands on Television. As a full service agency we can take a brand from creative concept through production and onto Television seamlessly and affordably.

In 2018 we put more new brands on TV than any other UK or Irish agency. The proliferation of smaller channels allows for more targeted TV advertising at lower costs, allowing a more democratic and targeted TV landscape for all advertisers big and small.

Our mission is simple: to provide a hands-on, flexible and transparent service that supports scalable business growth at reduced TV advertising costs.  By growing businesses, we have grown our business over the past two decades. Whether you are new to advertising on TV or an established presence seeking a fresh and improved strategy, our team is fine-tuned to deliver bespoke campaigns that reach the heart of target audience groups, build brand fame and drive sales. We’re always available for a friendly chat about your TV advertising objectives, please call Oliver Durkin direct on +353 (0) 87 052 2646 to discuss any new business. Or perhaps you’d like to complete our TV planning form to set the ball rolling on your campaign?

Our TV Advertising 7 Step Process

Guerillascope’s team of TV experts work hard to bring your TV advertising ambitions to the screen. Below we’ve organised everything involved in achieving your goals into seven steps – each one crucial to the success of your targeted TV advertising campaign.

Get in touch

By completing the TV planning form, or by giving our team a call on +353 (0) 43 668 6666, you’re effectively taking the first steps towards launching your business on TV.

Understanding your business

Having received your TV advertising brief, a member of the Guerillascope team will contact you within 24 hours for a chat. We’ll get to know your business inside and out, learning about your target audience, marketing objectives and preferred strategy. We’ll then set to work on developing a plan based on your goals.

Analysis of TV market

Our TV analysts and researchers will conduct preliminary market research, evaluating competitor and sector activity and official viewing data to provide you with a comprehensive overview of the market place and your sector.

Planning your TV campaign

Now we begin translating your brief into a tangible TV advertising plan, matching your objectives to our competitor and sector analysis. We’ll pinpoint the TV spots centred on the most cost-efficient TV channels, day-parts, days of the week and programming.

Booking TV spots

With a flexible TV advertising plan in place, our team will then book your TV spots, negotiating the best television advertising rates for your business. Once your TV airtime is booked, Guerillascope will provide a full list of up-to-the-minute scheduling which allows you to track your TV spots.

Monitoring your TV ad

At this point, give yourself an almighty pat on the back – your business is now on TV! Guerillascope will work tirelessly to deliver the number of viewers we say we will through the continual monitoring of your campaign, using unique TV analysis software to identify areas of possible improvement and new engagement opportunities.

Improving campaign performance

Once your TV advertising campaign has launched, Guerillascope will ensure that its performance is enhanced through a process of campaign optimisation. We’ll focus on reducing your ‘cost per lead’ and maximising response with the help of cutting-edge analytical tools, enabling us to provide an overview of what’s working and what isn’t whilst improving performance by audience group, TV channels, and day-parts.

Production

We offer creativity, fun and competent work. Guaranteeing transparency, flexibility and a strict adherence to deadlines. We offer full creative and production or project management/lead agency role in delivering your creative brief.​

Tried and tested

There are so many benefits to being a full service agency when creating video content in terms of communication – full understanding of the product/marketing / media strategies – speed of execution in response to market changes/change in client requirements. All of which offer savings for the client.

Any brief

Whether you’re looking for a direct response TV ad, live action, animation or kinetic typography, we can create a crew or working group that excel in bringing any creative brief to life.

Any budget

You could be a brand with an established TV presence in need of a new direction or approach in your TV advertisement, or a local business looking to enter the TV or online video advertising market for the first time with a small test campaign. We will to work with you within your budget.

If you’re keen to explore the creative options available to you, why not give us a call on +353 (0) 870522646
Alternatively, complete our TV planning form and we’ll call you.

FAQ

Here we’ve answered many of the questions frequently lodged about the TV advertising industry.
The digital switch over has driven a swell in television content now available to TV viewers, bolstering an advertiser’s capacity to run targeted TV campaigns relevant to the interests of fragmented audiences. And, with the advent of HD and 3D television, TV viewers are being engaged in exciting new ways. Yet, despite these technological innovations, research indicates that linear television viewing remains a staple of the nation’s daily viewing habits. In fact, far from replacing linear TV, the rise of on-demand and Smart TV technologies are seen as a supplement to the live schedule. Irish television viewers are now watching more TV ads than ever before, and advertisers are spending more than ever before, with Ireland’s total TV ad spend rising to €220 million in 2013. This spend is forecast to increase by a a further 4% in 2014.
‘Cost per thousand’ (CPT) is the cost of 1,000 commercial impacts for a target television audience. TV advertising is traded in this way. For example, if you want you TV commercial to be seen a million times, and the CPT is €5.50, the cost of advertising on TV will be €5,500.
‘Cost per spot’ (CPS) is calculated by dividing the total impacts by 1,000 and multiplying the number by the purchased cost per thousand (CPT). For example, if a TV spot reached 80,000 viewers, and the CPT was €4.90, then the cost per spot would be €392. The greater the number of TV viewers reached, the more expensive the cost per spot becomes, therefore television channels with higher TV ratings, such as RTE and TV3, will require a bigger budget than the smaller Sky Living.
Launching a TV advertising campaign during the weekend prime time slot on RTÉ One would cost approximately €5,000 per 30-second spot. Prices will differ considerably depending on which TV programme holds the spot, as well as the TV viewing figures said programme generates. You would expect to pay a premium price for top rating television programmes such as Love/Hate and The Late Late Show.
A TV advertising campaign can be launched in a variety of formats. The difference is mainly found in the length, with 10, 20, 30, 40, 50, 60 and 90 second durations commonly available to TV advertisers. Different ad lengths serve different purposes; for example, a 30-second TV ad is typically aired to introduce a key selling point or new promotion. A 10-second creative is an effective tool in reaffirming brand presence and driving response, whilst a longer 90-second television advertisement is customarily seen as a marquee launch, designed to build brand awareness and stir viewer engagement. Many businesses will use a combination of lengths during the course of a television campaign to serve different stages of the marketing process.
 
Although the answer to this question generally varies from channel to channel, analysis of television viewing figures proposes that a majority of TV viewing in Ireland emanates from the C2DE demographic. When measured against all day parts, the split between ABC1 and C2DE is marginal. However, when focusing on specific day parts such as daytime the difference grows, reverting back to a more even standing when centred on the breakfast and peak time television day parts. Typically, women consume more television content than men, though again this is dependant on the television channel and its content. When focusing on age, it becomes apparent that daytime viewing exhibits a high prevalence of older adult viewers; namely the 55+ demographic, whilst housekeepers and students also hold a notable presence. Evenings typically see the arrival of a strong 15-34 viewership.
 
No one demographic is more profitable than another. The most important and profitable way to advertise is ensuring that you are targeting the appropriate TV audience at the right time and on the right platform.
This completely depends on your product/service, the objective of your campaign (is it for direct response or brand awareness?), budget and the television audience that constitutes your core customer base. There is no single day part that offers the most profitable return on your investment. For more information, please contact Guerillascope with your specific requirements.
 
Advertisers are unable to run regional campaigns in Ireland at this current time.
Nielsen TAM is a research panel of 1,050 homes who are representative of all TV households in Ireland. Each home denotes, on average, about 1,500 Irish households. They help provide statistics around what and when people watch, their age, gender and demographic. Guerillascope uses TV advertising software to obtain and analyse TV viewing data from any day, month or year, therefore allowing us to measure the TV ratings for a specific show, television channel, or advertisement. A TV viewing audience is measured in Impacts or TVRs (TV Ratings).
 
The information and data gleaned from a combination of official Nielsen TAM viewing figures and our bespoke analytical software equips Guerillascope with the research required to effectively analyse a TV advertising campaign. Using such information, our team of TV experts can measure how many impacts are generated by a campaign, the amount of spots secured compared to the budget allocated, and which channels, day parts and programming generate the highest TV ratings. From this, we can develop comprehensive campaign analysis reports, as well as competitor analysis reports and sector analysis. All of this contributes significantly to the accountability of your TV campaign, with data measured in line with leads generated as a method of evaluating your activity.
 
Nielsen TAM does not measure TV viewing outside of residential households; meaning engagement on portable devices is not recorded. In this sense, ‘television viewing’ is what people watch on their TV set at home. Catch-up television is a recognised source of measurement, however, a TV viewer must observe a TV advertisement for at least 10-seconds in order for it to registered and recorded on the Nielsen TAM system.
 
Consolidated TV viewing figures are the finalised number of television viewers from a specific date, time or particular time period. These finalised figures are a union of live and non-linear (catch-up) viewing data, which typically takes about 7 days to reach publication.
 
BAI is the industry body responsible for regulating the content of television advertisements in Ireland, though some sales points operate on a UK transmission license, and therefore clear via Clearcast. Businesses and agencies must adhere to a set of strict guidelines when developing a TV advertising campaign; failure to do so may result in your TV ad being banned from television.
 
If you believe a TV ad could benefit your business give Guerillascope a call on +353 (0) 43 668 6666. Our team of TV advertising experts will provide you with a free TV plan, equipping you with a hassle-free launch pad for your TV advertising campaign.

Planning your TV Advertising Campaign

For all new business enquiries please call Oliver Durkin direct on +353 (0) 87 052 2646, drop us an email at info@guerillascope.ie, or fill in the form below: