Expert: Peter Gabany - 1/6/2005

Question
Thanks Pete,
My question is about the secrecy on what they charge for spot ads. Is it just my local stations not wanting to tell me the costs or is this a common trend? I've been working with one station here since Monday-Tuesday and can't get a dollar amount out of the sales rep yet.

I'm trying to get this information for my group at http://www.ringsurf.com/netring?ring=publicaccesstv;action=list  so that our non-profit organization can make an online catalog of what it costs to put a show on here.
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Followup To
Question -
can you tell me what category to search for an experienced media buyer who knows how to buy spot ads on tv stations?
Answer -
Advertising is the category and many f us have experience buying media including Television.You should look through the consultants in AllExperts and reference those that have media buying within their descriptions.

We do NOT purchase a lot of television and that that we have purchased has been in Canada, so it would be best to look for a media person in the US.

If you require additional assistance please write back.

Pete

Answer
More common than we wish - but here is the problem. Your are looking for a REAL price. They can and should be able to give you a rate card. But this usually bears little resemblance as to what price you will actually pay for a spot. Case in point. A local station lists a spot commercial - 30 second - for $208 but they will sell me a program where the per spot cost drops to $38 if I commit to an $8,000 buy.

Think about what it is that you wish to achieve. Create a plan and fax your plan off to your local rep and ask them to provide you with a rate card and an estimate on the program you have laid out.

If you are still experiencing problems I have two recommendations. Approach the Sales Manager of the station with the same request. If this still doesn't work, call a media company that specializes in television buying. Let them know up front that you are a not-for-profit looking for answers and would they mind assisting you with you inquiry - I'm certain that they will help - and frankly - get you a better rate.

I can only assume where and why you want this information - but do remember that the station exists to make a profit - hopefully show producers can make one as well. I hope that I have helped. It would be good to know from where you are working as there are many regional differences. Stay well and best of luck.

Pete