BBC - there's no ads so how can you find out the advertising equivalent value of something that's aired

Question

If something appears on the radio or the telly, and you want to find out how much it would have cost going down the advertising route, you would phone them and ask them for their rate card.

But what do you do when it's a BBC channel / station...as there are no ads I presume they wouldn't have rate cards. So how do you evaluate it?

Answer 1

the bbc have ad's for other bbc programs and channels all the time, ie its self advertising

Answer 2

You can’t evaluate it. The BBC is a complete anomaly and any estimates would be based on plain old guessing. You could compare it with similar organisations but the reality is the BBC is a one off and any comparison would be inaccurate.

GOOD LUCK

http://www.4psmarketing.com

Answer 3

You would compare the ratings for that show with the ratings for an show on a commercial channel (with similar target audience).

So for example, you could compare Eastenders with Coronation Street and depending on the ratings work out a rate - but you wouldn't compare Eastenders with the News at Ten as different people watch these programmes.

Answer 4

You compare with their nearest competitive rival such as the ITV if you wish to assume a value to PR. But all values are only estimated anyway. If you are talking of PR then the value to a commercial entity is initially the resulting response business and then dependant on how well they can use PR from the exposure in future credibility marketing. Hard to say more without knowing more about why you ask.

Answer 5

They calculate how many viewers are watching each programme. The more viewers, the more popular it is. Viewing figures are published in most UK TV mags each week.

Answer 6

Most advertising is sold on a time slot to a particular audience... You can therefore work out the equivalent for the BBC as stats are available on which audiences watch what and for how long... You then count the number of mintues / seconds that the product was placed (again available - through PR companies)... Take these and use rate card info from commercial sources to work out an equivalent cost.

The really interesting part is that you then need to factor in that the BBC air time is worth more than advertising as the audience is more engaged with the entertainment / information (we all know we switch off during the adverts). This factor changes depending on which PR company is trying to explain the numbers to you.... But it can be as much as 3 times i.e. 5 minutes of product placement is actually worth 15 minutes of advertising.

Trust that helps.