Prime Time or Daytime? Discover the Best UK TV Advertising Time Slots for Maximum ROI

If you want to get the most out of your TV advert, it is essential to choose the best advertising time slots. Your choice of time slot can significantly impact brand visibility, ROI, and customer engagement.

However, identifying the best time can be challenging. With so many channels, shows, and demographics to consider, the decision process can feel overwhelming. But don’t worry — this blog will help you understand the key elements to consider when choosing your advertising time slots. At Impress Video, we specialize in creating impactful TV adverts that not only captivate audiences but also ensure your ad is seen at the right time. Our experience in video production has shown us that picking the perfect advertising slot is just as crucial as creating the ad itself.

In this guide, we’ll help you understand the different time slots available, how to choose the best one for your brand, and the costs involved across popular UK TV channels like ITV, Channel 4, and Sky. With the right strategy, you’ll be able to make data-driven decisions that drive awareness, increase conversions, and boost your return on investment. Let’s dive into everything you need to know about the best UK TV advertising time slots.

1. Research Your Target Audience

When it comes to TV advertising, knowing your target audience is the most important thing. Without a clear understanding of who you’re targeting, it’s difficult to know when they’re most likely to be watching TV. Different demographics have different viewing habits, and your goal is to reach them when they’re paying attention.

How to research your audience:

• Demographics: Age, gender, location, and income level of your target audience.
• Viewing Habits: Identify what shows they watch and at what times they’re most likely to be watching TV.
• Competitor Analysis: Look at where and when your competitors are advertising.

It’s worth noting that media buyers can provide insights into which time slots are most effective. They will give you suggestions on the best slots available to you and your needs. However, as they won’t be able to tailor it to you 100%, you’ll get better results if you combine their insights with your own customer research.

Pro Tip: Use platforms like BARB (Broadcasters’ Audience Research Board) to analyse TV viewing trends for different audiences.

2. Define Your Advertising Goals

Before you start planning your TV advertising strategy, it’s essential to clearly define your objectives. What do you want to achieve with your TV advert? Your goals will influence every aspect of the process, from selecting the right advertising time slots to the creative direction of the ad itself.

For businesses, especially new companies, a common objective is to build brand awareness. If your brand is new to the market, you need to introduce yourself to potential customers. TV ads offer a powerful way to showcase what makes you unique, distinguish yourself from competitors, and stay memorable in the minds of your target audience.

Brand awareness for new companies

If you are a new company, one of the smartest moves is to focus on creating brand awareness. The goal here is to inform customers of your existence, build trust, and create an emotional connection. When people know and trust your brand, they are more likely to purchase from you.

To do this, you must clearly convey your brand’s unique selling proposition (USP) — the thing that makes your company stand out. Is it your pricing, your quality, or perhaps your brand story? Highlight it in your TV advert.

If you have prior experience with other advertising channels like print ads, you already have a head start. The process of creating a TV ad follows a similar path. It starts with a creative brief where you define your target audience, set goals, and outline the key messages. However, with TV ads, you have the added elements of sound, visuals, and motion to engage your audience more deeply.

Other objectives besides brand awareness

But brand awareness is just one possible goal. Here are other objectives your campaign might focus on:

• Drive Sales: Want to push for immediate action? Then a direct-response ad (DRTV) with a strong call-to-action (CTA) is essential. This works well during key shopping seasons like Black Friday or holiday periods when consumer buying intent is at its peak.
• Build Trust and Credibility: If you’re launching a new product or entering a crowded market, you may need to focus on building trust. This is often achieved with testimonials, case studies, or celebrity endorsements.
• Promote a New Product or Service: If you’ve recently developed a new product or launched a new service, your TV advert can educate your audience on how it works, the problems it solves, and why they need it.
• Customer Retention and Loyalty: Sometimes, it’s not about attracting new customers but ensuring existing customers remain engaged. This can be achieved with promotions, loyalty schemes, or feel-good brand messages.
• Seasonal and Event-based Marketing: Many brands ramp up their TV ad spend around Christmas, Halloween, and other holidays. Think of Coca-Cola’s iconic Christmas trucks or John Lewis’ yearly festive campaigns.

Align your objectives to fit the best advertising time slots

Once you know what you want to achieve, the next step is to align your objective with the best advertising time slots. For example:

• If your goal is brand awareness, prime-time slots (between 7 PM and 11 PM) are ideal. Viewership is highest during this period, ensuring maximum exposure to a broad audience.
• If your goal is to increase sales or drive immediate action, consider advertising in the morning or daytime slots, where you can reach stay-at-home parents, students, and retired individuals with the means and time to make a purchase.
• If your goal is seasonal marketing, such as a Christmas or holiday campaign, you’ll want to target peak times closer to the season. Competition for ad slots is high at this time, so book early to secure a prime position.

By identifying your objective and matching it to the right advertising slots, you can ensure your TV advert is seen by the right people, at the right time, and delivers maximum ROI.

3. Media Planning: Understanding Costs of TV Advertising Time Slots

TV advertising in the UK is not a one-size-fits-all solution. Costs vary depending on the channel, time of day, and the popularity of the show. Here’s a breakdown of how much you might pay to advertise on major UK channels:

ITV advertising costs

ITV is one of the UK’s most-watched broadcasters, so it’s no surprise that ad slots on ITV are highly sought after. The network offers local and national advertising opportunities, giving businesses flexibility.

• Morning Shows: Advertising during “Good Morning Britain” or “Lorraine” can cost between £3,000 – £4,000 per 30-second slot.
• Daytime Slots: Midday advertising slots cost around £3,500 – £4,500.
• Prime Time Slots: Evening and peak-time advertising during high-demand shows can cost between £10,000 – £33,000 for 30 seconds.

Channel 4 TV Ad costs

Channel 4 is popular for its unique programming and shows like Gogglebox (with 5 million viewers), The Great Celebrity Bake Off (4 million viewers), The Great Pottery Throw Down (3 million viewers), Jeremy Kyle Show: Death on Daytime (2.7 million viewers), or Celebrity Hunted (2.7 million viewers).

This makes it a prime choice for brands targeting younger, more engaged audiences.

• Daytime Slots: Ads during daytime TV range from £1,000 – £2,000 for 30 seconds.
• Peak Time Slots: Prices can go up to £10,000 – £20,000 for prime shows like “Gogglebox” and “The Great Celebrity Bake Off.”

Channel 5 Advert costs

Channel 5 offers more affordable ad slots while still reaching a wide audience. It’s an excellent option for small businesses that want to reach families and older audiences.

• Daytime Slots: Prices range from £800 – £1,600 for 30 seconds.
• Prime Time Slots: Costs can go up to £2,500 – £4,500 for major shows like “Big Brother.”

Sky Commercial costs

Sky offers a unique advertising opportunity through Sky AdSmart, which allows advertisers to target specific households. This is a great option for brands with more niche audiences.

• Daytime Slots: Typically cost between £150 – £250 for 30 seconds.
• Peak Time Slots: Prices rise to around £650 – £1,150 for prime shows.

Other Digital Media costs

• Daytime Slots: Cost around £50 – £150 for smaller digital channels.
• Prime Time Slots: Rates rise to £150 – £300.

Pheew! We know… that was a lot to take in!

Take a deep breath, just like the Cadbury Gorilla , and get ready for a moment of pure joy.

Once you’re ready, scroll down and keep reading. We promise it’ll be worth it! 🚀

4. Types of TV Advertising slots

Like we explained in this blog, understanding the types of TV ads available helps you position your brand in front of the right audience. Each type serves a different purpose and influences the best time slot for the advert. Here is a quick summary of what we explained in detail in our blog:

• Brand Adverts: Focus on creating brand awareness and building emotional connections with viewers. Best for prime-time slots.
• Product Adverts: Showcase specific products and their features. Best for slots aligned with shopping times or relevant content.
• Charity Adverts: Often air during emotional shows or documentaries. Best for slots with high emotional impact.
• Animation Adverts: Use animated visuals to explain products or services. Great for family-friendly slots.
• Celebrity Endorsed Ads: Boost brand trust using famous personalities. Best for prime-time or entertainment slots.
• Seasonal/Christmas Ads: Air during the holiday season to capitalize on high consumer activity. Prime-time slots are ideal.

So, take your time to identify which of these your TV adverts belong to. Consequently, it helps you narrow down the best options available to you.

5. Why, or why not, advertise during prime time

If you want to reach the widest, most diverse audience, prime-time advertising slots are the way to go. Prime time in the UK typically runs from 7 PM to 11 PM, and during this period, families, professionals, and students are all tuned in. Primetime is the time slot when the audience is at the highest. 

Wondering how much do Prime-time TV Advertising time slots cost? Here’s the answer: Prime-time slots are the most expensive due to high demand. For example, a 30-second slot during the final of The X Factor can cost around £200,000, but the visibility and engagement it generates are unmatched. Brands like Asda and John Lewis often advertise during this period to get the most out of their TV advert.

Advantages of prime-pime advertising

Why not save money? Well, simple answer it drives more ROI depending on the way you go about it, and…:

• Larger Audience: Shows like The X Factor and Britain’s Got Talent draw millions of viewers.
• Higher Engagement: Viewers are more focused and attentive.
• Better Brand Recall: Ads seen during prime-time are more memorable.

Making key decisions when it comes to TV advertising such as having the best time slots is key to converting sales. and drive traffic to your website.

6. How to maximise your ROI on TV Advertising slots

To get the best ROI, you need to be strategic. Here’s how:

• Match Your Slot to Your Goal: If your goal is brand awareness, aim for high-traffic slots (prime-time) even if they’re more expensive. For sales-focused campaigns, consider morning or daytime slots.
• Use Retargeting Strategies: Run complementary social media and Google Ads campaigns so your TV audience sees your brand across multiple platforms.
• Consider Programmatic Advertising: Platforms like Sky AdSmart allow you to target specific households, so you pay only for relevant impressions.
• Plan Ahead: The most popular slots (like Christmas) are often booked months in advance, so plan early to secure your spot.

To ensure your TV advertising campaign is successful, selecting the right advertising time slots is critical. By researching your target audience, aligning your goals, and leveraging insights from top channels like ITV, Channel 4, Channel 5, and Sky, you can make data-driven choices that maximise ROI.

Whether you’re building brand awareness, promoting a new product, or boosting sales, remember that prime-time slots offer the most visibility, while daytime slots provide cost-effective options.

If you’d like help producing a TV advert for your business, we (aka: Impress Video) can support you with professional video production and media planning. Contact us today to get started with a TV advert that truly impresses!

Thank you for reading,

Marta

Contact Impress Video now

If you would like to do a TV Advert with video production and marketing professionals, or any other type of video, we can help you at Impress Video. We make video production for businesses, the ones that impress. Don’t hesitate to contact us here!