Broadcast TV Advertising Buys
The greatest audience reach on the planet.
Broadcast TV Buys FAQ
What is broadcast television buying?
What is a Designated Market Area (DMA)?
A Designated Media Area is a region in the United States utilized to designate television markets. Currently, there are 210 designated markets in the United States.
Generally, DMAs obtain their name from the most significant cities within them. Even though they stretch out much further than that large city, take the Nashville, Tennessee DMA as an example. While it encompasses the whole city of Nashville, it also includes Murfreesboro, Franklin, Hendersonville, and Clarksville, Tennessee. The DMA also consists of 9 counties in the state of Kentucky.
If I place ads on broadcast, will people watching the channel on cable see my ads?
Does broadcast offer the greatest audience reach?
What shows or channels should I place ads?
Depending on what you’re selling, you’ll want to target shows or even general dayparts that your demographic is watching. It’s a very simplified example, but if your aim is to sell a product or service to active young men, then you probably don’t want to load up on soap opera spots. Knowing what stations and shows to advertise on requires compiling viewership data, your business data, and pricing from the stations. The magic comes with analyzing and then marrying those three data points to achieve an acceptable ROI.
It is not uncommon to do this data compiling, and the final result is not to place broadcast buys. Broadcast television advertising isn’t for everyone. If you don’t have the money to buy frequency (number of times people see your ads in a selected time frame), then you may be better off spending your money somewhere else. People aren’t going to know who you are or remember you if they see your ad once a month.
What is posting?
When you buy broadcast television, you’re entering a contract with that station where they are selling you eyeballs. If the station does not provide those eyeballs within a specific time frame, which is defined in the contract, then they have to make-up those eyeballs. The process of taking the deal and comparing it to the actual viewership then notifying the stations where you get what you paid for is “posting the buy.” Also known as a post by or “getting what you’re paying for.”
That might seem like a bunch of industry jargon, so here’s a boiled down example:
Let’s say your contract states that YYZZ Television station will deliver 1 million impressions in the broadcast month of June. The agreement also states that they guarantee they will provide 95% of that number. They are on the hook for 950,000 impressions to their viewers of your television spots.
June passes, and your ads run. Once the June books come out from Neilsen, we look at the data, and your spots only totaled 850,000 impressions. So you’re owed 100,000 impressions by the station to satisfy the contract.
That is posting. If you’re running large campaigns, it’s smart to have someone (like OEPMA) do this for you. Depending on the DMA, this can be done monthly or quarterly.