by Sandra Schierhorn (Marketing Lead - Business Development)

How much does television advertising cost?

The cost of television advertising depends heavily on the channel, broadcast time, spot length, and reach. In traditional, linear TV, campaign budgets often run into six figures. Depending on the environment, individual spots cost several thousand euros or significantly more. For example, anyone who wants to build up noticeable national reach over several weeks must therefore expect to spend a correspondingly high amount on media. Television advertising is therefore an effective but budget-intensive channel.
However, this view only reflects part of the reality. The TV market has changed significantly in recent years, and with it, the possibilities for planning advertising on the big screen have changed. Connected TV (CTV) has established new approaches for managing moving-image campaigns more effectively and allocating budgets more precisely.

Therefore, it is not only the cost of TV advertising that is decisive, but also how it is controlled. Viewing behavior has shifted noticeably: viewers continue to spend a lot of time in front of the big screen, but increasingly via smart TVs, media libraries, and streaming services.
This development expands the strategic options: TV campaigns can be targeted more precisely, measured more transparently, and optimized more flexibly.

Reach does not equal efficiency

The central question is therefore not only: What does a TV commercial cost? But also: How precisely are these contacts reached, and how transparent is their impact?
Linear television stands for fast and broad reach. Planning and booking are carried out via clearly defined environments and time slots. This creates visibility and brand presence, but leaves only a limited scope for ongoing control.
At the same time, connected TV has opened new possibilities that expand the medium's logic.

Connected TV: Big screen with digital control

Connected TV refers to advertising on Internet-enabled televisions. For viewers, it remains the familiar TV experience in the living room. For advertisers, however, it creates a data-driven and more flexible planning structure.
Campaigns can be targeted by region, household characteristics, or the specific content environment. Instead of planning exclusively across broad program environments, playback can be more closely aligned with clearly defined target groups and relevant content. Reach remains a key objective, but is used in a more differentiated and precise manner.

Measurability creates transparency

A key difference lies in the evaluation. While linear TV campaigns are heavily based on forecasts, connected TV enables the analysis of actual delivered contacts. Reach building, contact frequencies, and playouts are traceable and can be optimized during the campaign period.
This creates a reliable basis for decision-making, especially for companies that view TV not only as an image channel but also as a strategic component of their media mix. Connected TV can be used throughout the entire marketing funnel, from reach-building to performance-oriented activation. We show how the big screen can be increasingly integrated into measurable performance strategies in our blog post “CTV goes Performance.”

Flexibility and predictability

Connected TV campaigns are usually planned based on delivered impressions. Budgets can be defined, scaled, and adjusted over time. This reduces barriers to entry and increases controllability, especially for companies that want to test TV gradually or use it in a targeted manner.
TV advertising thus remains emotional and attention-grabbing, but gains precision and control.

Conclusion: Rethinking the cost issue