regional television advertising explained

Business owners often think television advertising will be too expensive for their business. The fact that regional television advertising covers a reduced geographic area brings the cost of advertising right down, making it affordable for many small and medium-sized businesses.

The practicalities of planning your own airtime, budgeting and making your own commercial can make television advertising seem too hard and out of reach. At Julie Hunt Advertising we do all this for you, starting with an assessment of whether regional television advertising is right for you and, if it is, how to get the best results for your business.

£45,000 return

On every £10,000 spent on television advertising*


The percentage of the UK population that TV reaches every week**

2hrs 49mins

The average time spent watching broadcast television**

*The Advertising Payback Study by PricewaterhouseCoopers (PwC) **thinkbox monthly TV viewing report July 2019

COST ExampleS

The cost of your campaign will depend on a number of factors, including the length of your commercial, when it runs and which regions it runs in.

Below are three real airtime proposals to give you a feel for the potential cost. If you would like an accurate proposal for your business, give us a call on 0117 932 3001.

Cost for a week of television advertising, daytime only with 10 second spots in December.


Cost for a week of television advertising, daytime only with 10 second spots in December.


Cost for a week of television advertising, daytime only with 10 second spots in December.


These are real airtime costs. They were transmitted this year as part of larger campaigns but could be bought as small stand alone campaigns if required.


If you're new to regional television advertising you will probably have lots of questions. Here are some of the most frequently asked, if you would like more information our experienced team is always happy to help.    

How do I make sure I’m reaching the right audience?

Reaching the right audience is critical to the the success of any regional television advertising campaign. Knowing who you want to target and in which regions will inform your choice of broadcaster and segment selection.

Is it cheaper to go direct to the broadcaster?

Cheaper than using Julie Hunt Advertising? No. The close relationships we have built with the television broadcasters mean we can offer clients exceptional rates with no markup and no additional fees. We can also offer 28-day payment terms on your television airtime – payment terms you’ll be hard pushed to get direct from the broadcasters.

What time of day should I run my campaign?

The best time of day to air your advertisement will depend on your target audience. You'll want your advertisement to reach and be seen by as many of your target audience as possible. So, paying top dollar for a prime position but only having the budget to cover a few spots is probably not going to achieve the best outcome.

How much will it cost to advertise on regional television?

It's the first thing we get asked and the answer is not straightforward. The cost of your campaign will depend on a number of factors, including the length of your commercial, when it runs and which regions it runs in.

The Process

We make the process of planning and booking your regional television airtime simple.

We start by getting to know you and your business so we can make the right recommendation for you. If regional television advertising is a good fit (and we'll tell you if we don't think it is) we'll guide you from initial proposal, to running your campaign on television. 

View more

Jargon buster

Every industry has it's jargon; here's some commonly used television jargon explained:

Audience Categories

Audience categories are the specific audience segments you can buy to make your television advertising campaign more targeted.

The 12 most commonly bought audience categories are: Adults, 16-34 Adults, ABC1 Adults, Men, 16-34 Men, ABC1 Men, Women, 16-34 Women, ABC1 Women, Housewives, Housewives & Children, ABC1 Housewives and Children.

TVR - Television viewer rating

This is a measure of the popularity of a programme or advert. It compares the number of your target audience who watched a programme or advert to the total potential viewers in that audience, giving a TVR.

When you buy ratings, you guarantee your commercial will reach a size of your audience. So, if your campaign guarantees 100 TVRs, your commercial will reach the equivalent of 100% of your target audience (by numbers, not individuals). The best thing about TVRs is that your campaign will continue until your viewings figures have been met - so you get what you've paid for!

Length of Commercial

Television airtime is sold in multiples of 10 seconds - the most popular commercial lengths are 10, 20 and 30 seconds.


The number of times your commercial is seen is called the number of impacts. An impact is one person who's viewed your full commercial on one occasion.


In television advertising, a universe is the total population of viewers in a specific audience category in a specified broadcast area.


Dayparts are the different advertising slot times during the day.

These are typically broken down into:

  • Daytime spots from 09:40 – 17:14
  • Peak spots from 17:15 – 22:59
  • Late night spots from 23:00 – close

Estimated 1+ Coverage

The estimated percentage of your audience who will see your commercial more than once.

Estimated Frequency

The estimated number of times people in your audience who see your commercial more than once will view it.

Want to know more?

We love speaking to new people
Call us for a chat on 0117 932 3001 or EMAIL us today

Our Clients