There a many variables in planning a campaign, how long it's to run for, whether it's supported by any other mediums such as print and the client’s demographic target market and campaign objectives.

We normally recommend a minimum campaign duration for regional markets of 4-6 weeks as this gives the campaign time to build momentum and around 3-4 weeks in metro markets. Reach and Frequency statistics reveal that the viewer needs to see the commercial 3 times to illicit a response. This is where frequency plays a key role, the more times the commercial airs, the more times the potential target audiences has of seeing it. That being said, frequency isn’t the only factor we take into consideration when planning a campaign, we also analyze the client’s target demographic and then choose the station or stations and programmes which best suit that target demographic.

Our media schedules include the reach on them, as in (the potential 1000’s the entire campaign offers to reach), as well as each programmes reach (how many 1000’s of people does the commercial have the potential to reach when placed around this programme).
Proper television media placement requires, consideration of the client’s target demographic, scrutiny of the most cost efficient programmes within that demographic, a good selection of day time, shoulder and peak placements and the skill and the expertise to negotiate the best media rates.

It is important to remember that the best commercial in the world won’t deliver results if the media is not placed properly, just as a poorly produced commercial with good media placement can have devastating effects on a business reputation and it is not just about selecting high rating programmes. A campaign won’t achieve the results you are after even if your commercial is placed in high rating programmes if your target demographic isn’t part of that potential audience. A results based approach is a proper understanding of the client’s target demographic and campaign objectives, a quality commercial which clearly sends the message and strategic media placement.

Contact our friendly and professional team and we’ll show you how.