3rd December 2020
TV advertising is one of the most effective marketing tools, especially if you want to send a general message to a broad audience. It sells your products, raises brand awareness, builds brand trust and boosts online traffic. In addition, the digital channels have made it affordable for small businesses to use this outlet too.
Getting a commercial on TV isn’t an easy task, that’s why we have decided to write a complete guide on how to get a commercial on TV.
A complete guide on how to get a commercial on TV
1. Evaluate your goals
Before you start creating your TV advert, make sure you take some time to evaluate your goals. What’s your message? Who is your target audience? Rarely a generic message to a broad audience is not the way to go if you’re thinking about TV advertising. However if you have a specific target audience, there are better ways to spend your marketing budget.
2. Create your TV commercial
To create a TV commercial, you need some planning.
- Create a storyboard. Making decisions in the actual shoot can be very expensive. Thus, draw all the scenes of the commercial and include some notes below with all the details.
- Write a script. Here you should include any dialogue as well as any camera direction (“close up”, “wide angle shot”…)
- Clearcast. Once the script is finished, you should send it to Clearcast, an organisation that pre-approves all British TV Adverts. No TV channel will broadcast your TV advert unless it is Clearcast approved. Follow this step to avoid wasting your money producing an advert that doesn’t follow the UK advertising guidelines. You can’t change it after approval. Any further change requires a new approval.
- Work with a director. The director is the one that translates the idea into a TV commercial. Remember to set your budget and deadlines before you start the production process. Location and casting are also decided at this stage.
3. Production day
The idea you’ve been working on, finally comes to life. At the end of the shoot, everything should be backed up and sent to the post-production facility.
4. Post-production day
Here the editor selects the best clips, edits them and adds some music and voiceovers. Depending on your budget you will use composed or library music. Regardless of the type of music used, you’ll have to listen to many tracks until you find one that works.
5. Final TV commercial to ClearCast
The final TV commercial is then sent to Clearcast for approval. It can take up to 3 working days or more if you send it during busy periods.
6. Find the right TV channel and buy air-time
Once Clearcast has approved the commercial, you have to figure out where and when you would like to air your TV advert. Basically, you have to find out when your target audience is watching TV and buy that air- time. The price varies depending on how many times you want to air your commercial, for how long, the times and the chosen TV shows. You can always ask for demographical insights to make the final decision. Airing the commercial for 2-3 weeks usually has better results.
7. Social media marketing
At the beginning of this blog, we have said that TV advertising is one of the most effective marketing tools. But, the best practice is to combine both TV and online advertising. By using both, you will reach larger audiences and boost conversions. Thus, invest in TV advertising production and maximise your investment sharing it on as many platforms as possible.
After reading this blog you may have a better understanding on how to get a commercial on TV. Should you have any questions, don’t hesitate to get in touch.
Thank you for reading,