buying air time for commercial

[smithgallTV]

I am doing a commercial for a local firm and am also going to handle the buying of air time. I have purchased air time before as a customer but never in the capacity of an agency. i realize there is a discount as an agency but I need some advice on what to look out for when speaking to the sals reps. I have always found radio and tv sales reps to spin a little smoke and mirrors with the numbers and coverage. Can anyone tell me how to cut through this and see what they are offering for what it really is?

 

[xilixfilms]

Does anyone have any idea to this question please?

 

[faultygoblin]

I'm no expert by any means,
but usually the station reps will try through numbers at you which is pretty much their ratings or if its not so great something other than the ratings. You should be able to check out their Nielson (sp?) or arbitron ratings depending on their format. Those listings are published every year I believe and has the ratings of local tv stations, radio stations, and pretty much any media producer in the market.
The key thing to do is find out their place in the market, make sure the viewers are the people you want to advertise to (Demographics).
From what I understand you also want to look out for their price per thousands, which is another way of saying how much they charge for every estimated thousand viewers/consumers of your ad,
pay attention to air time as well, the prime markets depend on your product.
If nothing else you can call the sales person and have them explain to you why you should go with them.
Dont know Im still in uni but have some friends in marketing and the likes.