Commercials broadcasted?

Kegan

Kegan

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I've been recently asked by a local restaurant to do a 30 second spot to promote their restaurant. Now, I've contacted my local Rogers channel (I live in Toronto) and they told me that they don't sell air time.

I've also been trying to contact some of the larger television stations as well, such as CityTV and CBC. I know they're a quite a bit larger, but the station manager at Rogers says community channels don't normally sell air time.

I'd like to do this commercial, but I have to let the restaurant owner know where he can air it and how much it will cost. I'm really not sure where to go from here - I'm considering trying to promote it online, but that seems a little much as its not a franchise - only a single, local restaurant.

Any one have any ideas who I should contact or what I should do, if I can't find a reasonable rate to have this commercial aired for?

Thanks,

Kegan
 
Local TV stations don't want to sell air time? Erm.. you are calling regular Commercial TV stations arn't you? And talking to their sales departments?

- Mikko
 
He's in Canada - talking about community television.
At least thats what I understood.

I'm a bit confused as to why you would be in charge of media buying anyhow.
Are you starting up an agency - or do you just want to do production work?
 
Well, I know the owner of the restaurant and I'm just doing some research for them. They don't know much about it, so I'm sort of finding quotes and how many times the spot would be run per day/week/month etc.

Well, originally I called Rogers, as I thought that would be my safest bet. Turns out I was wrong, but then I started thinking of more channels and spoke with their sales departments and I've been getting quotes. It seems to be working out and I'll let the restaurant know more when I get in touch with them today.

This isn't something that I HAVE to be doing, but it's something I thought would help them out a little more.

Thanks for the responses,

Kegan
 
Not sure if it works the same in Canada as it does in the US - but ad agencies here generally get an 'agency discount' of 15% off the usual rates (at least locally). This is how they make their money - they charge the client the full rate, and they get it at 15% off.

Point is - whether you pass those savings on to your client or not - tell the stations you are the Agency for the restaurant, and you want an agency discount.

Of course, you might want to talk to someone in Canada first to see if it works the same as it does here.
:)
 
Thanks, I like that idea. It sounds like a good plan. I'll look into it and see if thats how its done in Canada before I go ahead and try it. I got a quote of $3000 CDN to air a 30 second spot 80 times for the month. That would be during peak times with shows that are more directed for the demographic I'm going for.

I asked about a 15 second spot and she told me it would be $2300 CDN to air during the same period, for the same amount of time. Doesn't sound like very much savings to me, but I'll pass on the information and see what comes out of it.

-Kegan
 
Luis is right. If you can grow this part of your businees you can generate some serious revenue if you get a hold of some high volume clients. It's like any slaes job, it's all about relationships. It's not as simple as placing an order though. Air time is a commodity so the price is negotiable. A good media buyer can negotiate a better price for his client. Film makers make movies. Media buyers make money.
 
I never thought of it like that. I telemarketed for a little while and I wasn't too bad at it. I always had the highest sales percentage, so I guess that says I have a potential in sales. Telemarketing is a hard business (which, by the way I'll never do again).

I'll consider it though and do some more research and see what my competition is in my area and if its a good idea to add to my company or not.

Thanks for the help guys,

Kegan
 
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