Advertising in your locality rather than across the whole region

What if you could be offered the chance to advertise on television, in just your local area, at prices which start at £500.00 per month?

What if you could find a competitive "cost per thousand" viewers which was on a par with other advertising methods, which gave you just those potential customers in your area, rather than including some who would be almost a third of the way across the country?

That's what Hereward Television makes possible. You campaigns will see you reaching just those in the Peterborough conurbation and the Fenlands. The marketplace to get your messages and promotions out, in terms of your options, is shrinking. Now we can give you the opportunity to really hit the nail on the head.

From Spalding, Bourne, and Holbeach in the North of our region, through Market Deeping, Crowland, Whittlesey, March, Yaxley, and down to Alconbury, Ramsey and Chatteris in the south, Hereward Television’s plans are for serving all these areas. Some parts of Stamford, Oundle, Long Sutton and Wittering will also be covered.

Many will try to convince you that television advertising is on the decline. If we look at the evidence from Thinkbox - February 2016, they had this to say: "TV advertising revenue in the UK totalled £5.27 billion in 2015, up 7.4% on 2014, according to full year revenue figures provided to Thinkbox by the UK commercial TV broadcasters. This is the sixth consecutive year that TV advertising revenue has grown in the UK."

In terms of media options, there are, of course, the ITV television services - if you took the Anglia East region to advertise in, this would also see you cover the likes of Bedford, Cambridge and Northampton. The coverage would stretch to Daventry in the West, Corby in the North West, Ely, Littleport and Newmarket in the East, and Leighton Buzzard, Milton Keynes, and Hitchin and Letchworth in the South.

To the North you would perhaps look to Central (Midlands) East for Stamford (which would also take you into Bakewell, Derby, Nottingham, Leicester and Grantham), and Yorkshire Belmont for coverage of Bourne (a territory which also includes Bridlington, Hull, Scunthorpe, Cleethorpes, Chesterfield, Mansfield, Newark-On-Trent and Skegness).

Turning to radio, Heart FM (formerly Hereward FM) vacated its premises in Peterborough five years ago now, and is amalgamated in Cambridge; Connect FM, which notes its service covers Peterborough, broadcasts from Northampton.

BBC Radio Cambridgeshire still has studios in Peterborough, but at most broadcasts for only a couple of hours, no more than three days a week from there. PCR Radio offers a community radio service which is based six miles away from the City centre, which will be limited to an FM broadcast footprint of just five kilometres; currently it is broadcasting as an online-only service.

In terms of the current potential audience for the Hereward Television Local TV service, rough figures suggest a catchment of 342,900; areas included to arrive at this figure are:

  • Peterborough = 188,400
  • Bourne = 12,000
  • The Deepings = 15,000
  • Spalding = 32,000
  • Fenland District (Chatteris, March, Whittlesey, Holbeach, etc) = 95,500

The population is forecast to increase by 21% by 2031, to bring the total target population to 414,900.

The growth of our audience figures will be assisted by being on Freeview channel 7 - a 'low number' place on the Electronic Programme Guide (EPG) is much prized in the industry, as it means channel 'surfers' will come across our programmes more easily.

Audience numbers are notoriously difficult to assemble for small channels, meaning those provided by BARB are unlikely to be revealing for potential advertisers. However, we will encourage advertisers and partners to build within their spots ways to monitor response, either via 'coupon codes' or other incentives to reveal Hereward Television as the source of customer interest or purchase. However, as previously noted, our driver is training success rather than audience ratings, which makes our service different from the usual commercial operations. We will encourage advertisers by noting the support of Hereward Television is the right thing to do, due to the bonus of the impact on the local community which our training will achieve.

Local advertisers served by Local TV services around the UK are reporting success with their campaigns. The Local TV station Made In Leeds noted the following feedback from advertisers: "As a direct result of our advert on Made TV, we've had a 500% return on our investment. I have phone calls everyday from family, friends and customers saying they've seen me on TV. I honestly believe advertising on Made TV works." David Moon, Managing Director, Supa Sofa

"The advert we ran on Made TV definitely touched people from all over the Leeds area. When we asked people who called how they found out about us, 15% said the advert. When the advert was running we found it particularly successful regarding parents watching the sport related programmes. I would definitely recommend this type of advertising to anyone and as the popularity of the channel grows it will become even more of a great platform to increase business sales." Chris, Managing Director of Swim Leeds

The Made In Tyne & Wear station also has a relevant line of support: "We ran a strong month long campaign on Made Television and have been pleasantly surprised by the feedback we received, both from our members and local consumers who had seen our advert. The general consensus has been that North-East viewers liked to see proper local firms on the local station and it appealed to their civic pride in some way. As a company we have been impressed by the value for money, quality of the programming and the excellent support offered by the station's staff". Millie Warham, Head of Customer Service at Checked and Vetted

Include TV advertising in a campaign and you increase its efficiency up to six fold (Statistics from IPA - 'Advertising Effectiveness: the long and short of it', 2013).

Thinkbox - TV advertising works also has the following to say about TV advertising:

  • TV advertising delivers an average return of £1.79 for every £1 spent, well above other media, and is more effective now than ever (Ebiquity, 'Payback 4', 2014)

  • An econometric study by the Radio Advertising Bureau also showed that TV creates the most profit (RAB, 'Radio: The ROI Multiplier', 2014)

  • TV pays back both over the short- and long-term, but the long-term approach is where the greatest profit is generated. In campaigns lasting 3+ years, TV advertising creates an average uplift in profit of nearly 140% (IPA, 'Advertising Effectiveness: the long and short of it', 2013)

  • TV advertising is, on average, twice as effective at increasing sales per equivalent exposure than the next best performing medium, which is press (Ebiquity, 'Payback 4', 2014)

  • TV delivers its value over a much longer time frame. TV spend from year 1 still affects sales in year 2 almost as strongly - in fact 45% of TV's total sales effect were delivered after year the first year of investment (PwC, Payback 1, 2008)

  • TV adds the greatest number of business effects to a campaign - things such as sales, profit and market share. It increases these effects on average by 41%. The next best medium is press, which increases business effects by 14% (IPA, 'Advertising Effectiveness: the long and short of it', 2013)

  • TV is becoming even more effective due to growing synergies with online and increased competition reducing the cost of reaching mass audiences with TV (IPA, 'Advertising Effectiveness: the long and short of it', 2013)

To summarise, you will get results like no other media can deliver. With changes in advertising rules there are other never-before-seen opportunities at affordable prices; Local TV really is the biggest thing to happen to UK media in a generation.

This means programme-length features with an advertising slant; sponsorship with your logo shown at the beginning of a programme series, even during and at the end of a programme; and digital opportunities, via the internet and social media, which get you directly in front of your customer in ways controlled by you.

We are offering special launch rates for early adopters. Please note: Prime time is 6.00pm to 11.00pm daily. All prices we quote will be exclusive of VAT.

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