Television and video
Television is not bought by the spot but by rating points in a buying audience. Two campaigns with the same budget can therefore land very differently depending on how the audience is defined, which stations are in the mix and what cost per point was negotiated. Alongside classic spots there is programme sponsorship and special formats — from sponsor idents around Showtime on Prima to product placement, where the brand enters the content itself.
What we deliver
- Choosing the buying audience and stations by viewer profile
- A GRP, reach and frequency plan broken down by campaign week
- Negotiating cost per point, prime time and position premiums
- Programme sponsorship — title selection, package and ident lengths
- Special formats and product placement, including statutory labelling
- Online video and smart-TV advertising as incremental reach
- Checking the spot’s technical parameters and delivering it to stations
- Evaluation in viewing data and verification of the positions that aired
Who delivers it within the group
This service is led by OMNIA PR. You contract with that company and it invoices you — OMNIA GROUP is a brand umbrella, not an entity you could contract with.
The buying audience is a commercial decision
A television campaign is planned and paid for in one chosen audience — women 25–54, say. The narrower the group, the dearer the point and the fewer of them the budget buys. The wider it is, the more reach is wasted on people who do not buy the product.
So the right choice is not the most precise one but the one that yields the most useful reach at the given budget. It follows from who actually buys — not from who the brand would like to be liked by.
Sponsorship says less and costs less
A sponsor ident is ten seconds with no call to action — the law allows it to remind, not to sell. That is a constraint but also an advantage: cost per contact is lower than for a spot, and the link to the programme gives the brand a context a spot does not have.
It makes sense where the job is to keep awareness up, not to explain an offer. So we pick the programme not by ratings alone but by whether its audience and subject actually fit the brand.
Frequently asked
- Is television still relevant when people watch streaming?
- Among younger groups linear viewing is falling; above forty it holds. That is why a television campaign today is planned together with broadcasters’ on-demand services and smart-TV advertising — reach comes from both and is evaluated jointly, overlap included.
- Does television need a different version of the spot than online?
- Yes, and not only in length. Stations have their own requirements for loudness, safe areas and delivery format; online needs vertical crops and sound-off versions. So cutdowns are planned into the script, not improvised in the edit.
Related services
Media strategy and buying
A media plan with reach and cost-per-contact estimates, negotiation of space with media owners, and a post-campaign check that what was ordered actually ran.
Read more →21Video production
Commercials, product, corporate and event video — from script and storyboard to cutdowns in the lengths media actually buy.
Read more →18Radio
Spots, slot sponsorship and competitions on national and regional stations — with delivery verified against station logs.
Read more →