TV advertising cost isn’t one number. It depends on your markets, audience, timing, spot length and how much weight you need to be noticed. This guide gives you a plain-English framework to estimate what you’ll need — without guessy price ranges.
The real question isn’t “How much does TV cost?” It’s “How much TV do we need for this to work?”
Two businesses can run “TV campaigns” and have completely different costs because they’re buying different things: different markets, different audiences, different time slots, different networks and programmes, and different levels of reach and frequency.
So rather than give you a number that won’t apply to your situation, this guide gives you a framework to estimate what you’ll need — and what to ask for in a plan.
Metro markets generally price differently to regional markets, and each market has its own supply-and-demand dynamics.
What to ask:
Q: Which markets are recommended and why?
Q: Are we buying metro, regional, or a mix?
Buying a broad audience is different to buying a tightly defined demographic.
What to ask:
Q: What audience are we buying?
Q: Is the audience definition aligned to our actual customer?
Time slots matter because attention and demand vary across the day and week.
What to ask:
Q: What dayparts are included?
Q: Are we prioritising reach, cost efficiency, or response?
Not all impressions are equal. Context can influence impact.
What to ask:
Q: Are we buying specific programmes, or broader rotations?
Q: What’s the rationale (brand trust, audience fit, efficiency)?
A 15-second spot is not the same buy as a 30-second spot, and the creative requirements differ too.
What to ask:
Q: What spot lengths are recommended and why?
Q: Do we need cutdowns or multiple versions?
This is the one most small businesses underestimate. If you don’t run enough weight, you won’t build reach, create memory, or see measurable uplift.
What to ask:
Q: What level of reach and frequency are we aiming for?
Q: What’s the minimum viable weight for our category and markets?
Costs and availability can shift based on peak retail periods, major events and category seasonality.
What to ask:
Q: Is this a peak period buy?
Q: Are there smarter windows to run?
Different buying approaches can change cost efficiency and control.
What to ask:
Q: How are we building the schedule?
Q: What trade-offs are we making (control vs efficiency)?
Step 1: Start with your trading area
TV works best when your coverage matches where you can actually sell or service.
Checklist:
Step 2: Define the job TV is doing
TV can do different jobs: reach and trust, demand creation, or response support.
If you want response, make sure you have:
Step 3: Choose a flighting approach
Common options:
Step 4: Set a minimum viable weight
Ask your agency to define:
Step 5: Build measurement around uplift, not perfect attribution
TV rarely shows up as last-click.
Better signals:
Many small businesses ask: “Should we do TV or BVOD?”
A simple way to think about it:
Ask for a one-page summary that includes:
Why won’t agencies give a simple price?
Because the cost depends on what you’re buying: markets, audience, timing, weight and placement. A single number is usually misleading.
Is TV only for big budgets?
Not necessarily. But TV does require enough weight to be noticed. The key is matching markets and flighting to your trading area and goals.
How do I know if a TV plan is “too light”?
Ask for the minimum viable weight and the expected reach/frequency. If it’s vague, it’s a risk.
What does “management fee free” mean in TV buying?
It means there’s no additional management fee charged for the agreed scope of planning/buying/reporting (where that model applies). Always confirm what’s included.
If you want a TV plan that’s commercially clear, built for small business, and easy to measure, get in touch and we’ll map the right channels, markets and minimum viable weight — without the jargon.