To budget for a campaign, separate production, airtime and measurement. This guide explains what to ask and how to estimate profitability using your project data.
The two costs you need to keep separate
A TV campaign budget has two very different line items that shouldn't be mixed: production of the spot (creating the ad) and broadcast (paying for it to be seen). They're separate decisions with different logic.
Production is a one-off cost: once you have the spot, you can air it as many times as you like and reuse it digitally. Broadcast is a recurring cost that depends on the channel, the time slot and the frequency.
A common mistake is investing heavily in production and little in broadcast, or vice versa. An excellent spot that almost nobody sees doesn't perform; a mediocre spot with lots of airtime doesn't either. Balance matters.
How much does it cost to produce a spot
Production costs depend on the advert’s requirements. Compare these options by scope:
- Editing with client-provided or stock material.
- Custom filming with an agreed location and crew.
- Production involving casting, multiple locations or specialist post-production.
For most local businesses, a well-produced spot in the mid-range is more than sufficient. The key isn't a Hollywood budget: it's a clear message, a concrete call to action and a memorable URL.
Use the production shoot for more than just TV: from the same shoot you get vertical versions for social media, pre-roll for YouTube and clips for your website. The production cost is spread across multiple channels.
How much does it cost to air on local television
Airtime is bought per slot (each time the spot airs) or as campaign packages. The price depends on the channel, the time slot and the number of broadcasts.
Quotes depend on format, production, airtime and digital services. The packs on our television pages have a specific scope and are not universal prices for a complete campaign. Airings, dates and conditions are agreed in the proposal.
- Channel: a metropolitan local channel costs more than a county one, but reaches more people.
- Time slot: morning and midday are cheaper; prime time costs more.
- Frequency: more airings lower the unit cost but raise the total.
- Spot duration: 20 seconds costs less than 30 or 45.
The real CPM: local TV versus digital
CPM (cost per thousand impressions) allows you to compare channels in the same unit. And here local television is surprising: its CPM is often very competitive compared to Meta or Google, especially when digital cost-per-click rises.
Check the channel’s audience for the campaign period and time slot, with a source and date. Potential coverage is not measured viewership and does not determine cost per lead.
Check the channel’s audience for the campaign period and time slot, with a source and date. Potential coverage is not measured viewership and does not determine cost per lead.
How to calculate return before investing
You don't need to guess. With four data points you can estimate whether a campaign makes sense before launching it:
- Total campaign cost (production split + broadcast).
- Average value of a new customer for your business.
- Close rate: of each contact, how many become a customer.
- Number of new customers you need for the campaign to be profitable.
Required leads = total campaign cost ÷ (margin per customer × closing rate). Use a decimal rate and margins for the relevant period. This is a planning estimate, not a guaranteed forecast.
Margin per customer and closing rate determine the leads you need. Also consider the time to sale and your capacity to handle enquiries.
The recommended minimum budget
Agree reach and frequency with the channel before deciding the investment. There is no universal minimum duration that guarantees results.
- Agree duration and frequency in the proposal
- Separate production, airtime and digital services
- Budget for the landing page and measurement
- Use a campaign URL and review attribution limitations
- Plan reviews with sufficient data
Quotes depend on format, production, airtime and digital services. The packs on our television pages have a specific scope and are not universal prices for a complete campaign. Airings, dates and conditions are agreed in the proposal.
If you want a reach, cost and return estimate for your business on betevé or Girona TV, we can prepare it in under 48 hours.