Brief To Broadcast: The TV Advertising Process

What Is TV Advertising?

Let’s start with a definition, just to provide full clarity & context.

TV advertising is a form of marketing where businesses promote products, services, or brands through commercials broadcast on television. These adverts are strategically placed during specific time slots or programmes to target a defined audience, combining visual storytelling, audio, and messaging to create emotional connections and drive consumer action. TV advertising reaches large audiences, builds brand awareness, and remains one of the most effective ways to deliver impactful marketing campaigns.

You got all that? Let’s go.

Why Is TV Advertising Effective?

Just in case you’re at that stage where you need to internally sell the proposition of a TV advertising campaign, let’s get you a little ammunition…

High Return on Investment (ROI): TV advertising delivers an average profit return of £5.61 for every £1 spent, accounting for 54.7% of the total advertising-generated profit.
Source: Marketing Week

Weekly Reach: Television reaches over 85% of the UK population each week, extending to over 90% when including on-demand digital services.
Source: Concept

Trusted Medium: Studies show that consumers trust television ads more than online or social media adverts, making it an ideal platform for building credibility and brand loyalty.
Source: Advertising Association

As you can see, TV advertising remains one of the most powerful marketing tools. This is due to its unparalleled ability to combine sight, sound, and storytelling to connect with audiences on an emotional level. It offers massive reach, delivering campaigns to millions of viewers across diverse demographics, while allowing brands to target specific audiences through prime-time programming, regional slots, and on-demand services. And finally, in an era of disinformation & AI-Generated content, television advertising is trusted by viewers.

Writing Your Brief

The creative brief is the foundation of any successful TV advertising campaign. It serves as the guiding document for the production company, creative team, and media planners, ensuring everyone works towards a unified vision.

A strong brief aligns the brand’s goals with the creative direction and avoids costly miscommunication during production. To get you started, please read our guide to writing a creative brief and feel free to download the video brief template.

Develop A Media Strategy

The creative brief helps the production company make a start on the creation of tv advert, but almost hand-in-hand, you will need to develop your media strategy. A strong media strategy is essential to ensure your TV advert reaches the right audience, at the right time, on the right platforms. While the creative execution is what viewers will see, the media strategy dictates how and where the advert will appear to maximise its impact and return on investment (ROI).

Before you start eyeing up the Prime Time slots, you must remember that placements and frequency will be dictated by your budget. To help you understand how placements affect cost, and where your budget is best spent, you can also read our Guide to the cost of TV Advertising.

Define Your Audience

Understanding your target audience is the cornerstone of any media strategy.

Demographics: Age, gender, location, income, and education.

Psychographics: Interests, behaviours, attitudes, and lifestyle.

Viewing habits: Do they watch live TV, recorded programmes, or streaming services like ITVX or All4? Are they loyal to specific channels or genres?

Example: “Our primary audience is professionals aged 25-40 who are frequent viewers of sports programmes on Sky and Channel 4.”

Choose the Right Channels and Platforms

Selecting where your advert will appear is key to ensuring you reach your audience effectively:

Linear TV: Traditional live television on channels like ITV, Channel 4, Sky, or regional broadcasters.

Video on Demand (VOD): Digital platforms such as ITVX, All4, Sky Go, or YouTube allow for targeted ads that align with online viewing habits.

Connected TV (CTV): Ads served on smart TVs during streaming content offer precise audience targeting.

Determine Ad Placement and Scheduling

Where and when your advert appears can significantly affect its performance:

Prime Time Slots: High viewership windows, such as evening shows or weekend broadcasts.

Daytime Slots: Cost-effective for targeting specific audiences, such as stay-at-home parents or retirees.

Programme Alignments: Advertise during shows that align with your audience’s interests (e.g., sports, reality TV, or dramas).

Frequency: Ensure your advert runs often enough to build recognition without oversaturating the audience.

Plan Regional vs. National Coverage

Decide whether the advert will target specific regions or go nationwide:

Regional targeting: Useful for localised campaigns or smaller budgets.

National broadcasts: Ideal for reaching mass audiences across the country.

Example: “We’re targeting the South East region with placements on ITV Meridian and London-based channels.”

Allocate Your Media Budget

Work closely with media buyers to determine how much of your budget will go toward:

Airtime costs: Vary depending on the channel, time slot, and programme popularity.

Platform mix: Split the budget between linear TV, VOD, and digital platforms to reach audiences across multiple touch points.

Additional costs: Consider sponsorship idents, bumper ads, and negotiated deals with broadcasters.

Set Campaign Duration and Flighting

Decide how long your campaign will run and how you’ll structure ad frequency:

Burst strategy: High-intensity airing over a short period for maximum impact.

Drip strategy: A steady, lower-frequency approach over a longer timeframe to sustain awareness.

Flighting: Alternating periods of heavy and light advertising to maximise ROI.

Example: “The campaign will follow a burst strategy, airing intensively during the two weeks leading up to our product launch.”

Creative Development

The creative development stage is the ideation and pitching phase. The production company will present a compelling concept that meets the campaign’s objectives and resonates with the target audience. You have a say in the creative direction that is suggested, but believe us, sometimes you need to trust the process and don’t try to over-engineer a creative concept. Simple works best.

As part of the creative pitch, you can expect…

Creative treatments: Detailed explanations of the concept, tone, and execution, often presented as a written document or pitch deck.

Storyboards and animatics: Visual outlines of how the advert will play out shot-by-shot, helping the client visualise the idea.

Mood boards and visual references: Images and videos that reflect the advert’s proposed style and aesthetic.

Director’s vision: The chosen director often presents their interpretation of the concept, discussing how it will translate on screen.

As well as the overall creative concept, this stage will also explore casting, location, script, visuals and art direction.

An insider tip to consider is that when it comes to TV advertising even small suggestions can have big ramifications. For example, suggesting the inclusion of a dog in the advert (‘cos everyone loves dogs) then requires the addition of a costly animal handler, an on-site veterinarian, additional insurance and the production itself will have to comply with UK animal welfare legislation and may be limited by working hours, comfort and breaks and animal behaviour on the day.

Media Buying

The media buying process is where your strategy from earlier becomes execution. Either you, or the production company, can liaise with a media buyer to negotiate and confirm your ad placements. Always ensure that you are at least involved in the process, and approve all placements.

Negotiating Airtime

You will convey your strategy to the media buyer who will then negotiate on your behalf with broadcasters to secure the best possible deals on airtime, balancing impact with budget efficiency. Their responsibilities will include:

Spot buying: Purchasing specific ad slots during high-viewership programmes that align with your target audience.

Package deals: Bundling airtime across multiple channels or programmes to maximise reach while reducing costs.

Sponsorship opportunities: Associating your brand with specific shows through idents (e.g., “sponsored by…”) or bumper slots for added visibility.

Discounts and value: Media buyers leverage industry relationships to negotiate competitive rates, especially for multi-platform campaigns or off-peak slots.

Booking and Scheduling

Once the airtime is secured, the media buyer ensures the campaign is flawlessly scheduled:

Finalising the schedule: Ad slots are booked and distributed across the agreed channels, time slots, and platforms.

Regional vs. national placement: Confirm whether the advert will target specific regions (e.g., ITV regional networks) or be broadcast nationally.

Airtime delivery: The media buyer will confirm the required formats with the production company to ensure compliance with technical requirements and deadlines.

At this stage, you should be clear on the air date for your advert. This needs to be communicated with the production company. However, the finished advert should be completed a number of weeks before your air date to ensure ClearCast approval, broadcasting compliance and to avoid any last minute technical issues.

Pre-Production

Pre-production is where all the planning happens to ensure a smooth and successful shoot. It’s the stage where the creative vision is turned into an actionable plan, bringing together logistics, talent, and technical details to prepare for production day. A well-executed pre-production process saves time, prevents costly mistakes, and keeps the project on schedule and within budget. It’s the responsibility of the production company to deliver the actions below, but remember, yo will need to be involved for feedback and approval. And, with TV advertising, swift, decisive decisions are appreciated.

Finalising the Creative Concept

Creative sign-off: Lock in the script, storyboard, and overall visual direction with the client.

Clearcast approval: The script is submitted to Clearcast for initial compliance to avoid problems later.

Director’s treatment: The director presents a detailed vision, including the style, tone, and approach for executing the concept.

Casting Talent

Casting sessions: Auditions will be held for actors, presenters, or voiceover artists.

Client approval: Shortlist and present options for final approval.

Usage rights: Agree on contracts that cover talent fees, usage duration, and media platforms (e.g., TV, VOD, social).

Location Scouting and Set Design

Location scouting: Locations will be identified that align with the storyboard, whether real-world settings or studios.

Permits and permissions: Filming permits, insurance, and legal clearance for public or private locations will be secured.

Set design: If needed, the art department designs and builds any required sets.

Assembling the Crew and Equipment

Hiring the crew: Many production companies will source a crew of freelance talent, this could include Director of Photography (DOP), gaffers, grips, sound technicians, stylists, and hair and makeup artists.

Equipment sourcing: Cameras, lenses, lighting rigs, and grip equipment, will be booked in, ready for the production day.

Insurance: It’s the responsibility of the production company to ensure the shoot is fully insured. However, it may be your responsibility to ensure your products or people are insured separately.

Scheduling and Call Sheets

Production schedule: The producer will create a detailed schedule outlining each day’s shoot locations, scenes, and required talent or crew.

Call sheets: You will also receive a call sheet, a document of essential shoot details (timings, locations, crew contacts) with everyone involved in the production.

Wardrobe, Props, and Styling

Wardrobe: Costumes will need approving to ensure they align with the creative vision and ensure brand consistency.

Props and styling: The production company will source props, accessories, or practical effects needed to dress the set and bring the visuals to life.

Contingency Planning

Risk management: Shooting in the UK is never easy. Your production company should be Identifying potential issues, such as bad weather for outdoor shoots, and planning alternatives. It’s always worth discussing alternative approaches in advance.

Backup options: Have spare talent, equipment, or locations ready as needed.

Production

The production stage is where the planning and creative vision come to life. While every TV advert production will vary in scale, style, and complexity, whether it’s a live-action shoot, studio-based recording, or an VFX-heavy project, there are core elements that remain consistent across all types of productions. These key aspects ensure the shoot runs smoothly, stays on schedule, and captures the material needed for post-production.

Filming the Content

Capturing high-quality footage is the core of production:

Shot list and schedule: The Director and crew ensure all shots outlined in the storyboard and schedule are captured efficiently.

Lighting and camera setups: Cinematographers and lighting technicians create the visual style, ensuring each shot looks polished and consistent.

Sound recording: For ads requiring dialogue, voiceovers, or ambient sound, sound engineers ensure clarity and quality.

Talent performance: Directors guide actors, presenters, or models to deliver the intended performance, whether it’s dialogue, expressions, or physical actions.

For a look behind the scenes of a Lambda TV advert, you can read about our production of the MG Motors TV Advert.

While the production team takes care of the technical and creative aspects of filming, your presence and engagement on set are essential to ensure the production runs smoothly and the finished advert aligns with expectations. However, you also have responsibilities to avoid any delays, misunderstandings, or jeopardising the advert’s outcome.

Avoid Last-Minute Changes: Understand that your changes to the script, location, or shot list during production can increase costs, cause overages, and disrupt the schedule.

Timely Feedback: If you have concerns about specific shots, performances, or visuals, these should be communicated promptly, ideally during real-time playback. However, feedback should remain constructive and focused on priorities to keep the shoot on schedule.

Ensuring Brand Consistency: As the brand guardian, you should check that visuals, messaging, and performances align with their brand guidelines, such as logo placement, tone, or product presentation.

Avoid Over-Corrections: While it’s important to address critical brand issues, micromanaging small details (e.g., the position of a cup or minute expressions) can slow production unnecessarily.

Respecting Agreed Timelines: Additional takes or on-the-spot requests should be weighed against the impact on time and budget.

Respecting the Crew: The crew works under tight schedules and high pressure. You should allow the team to do their jobs without unnecessary interruptions.

Ensuring Products Are Ready: If a specific product, branded materials, or props need to be featured, you should confirm these items are available, pristine, and camera-ready on set.

Legal and Compliance Checks: You should ensure any visual claims (e.g., logos, packaging, or text) have been pre-approved for broadcast to avoid compliance issues later.

Post Production

Post-production is where the raw footage captured during production is transformed into the polished, broadcast-ready TV advert. This phase involves editing, sound design, visual effects, colour grading, and ensuring compliance with broadcaster standards. While the creative direction remains consistent, the magic happens here, as all the visual, audio, and narrative elements are brought together to create a cohesive and impactful advert. However, the process doesn’t end with the final edit. Our editors are then responsible for liaising with Clearcast to ensure compliance, and making fine amends to ensure clearance. They will then upload the correct files and formats to delivery platforms for distribution.

Editing

The first step in post-production is to organise and refine the footage:

Rough Assembly: Our editor compiles the best takes based on the script and storyboard to form a rough sequence.

Drafts: The pacing, transitions, and flow are refined to align with the desired tone and timing (e.g., 30, 20, or 10 seconds).

Client Feedback: The fine cut is shared with you for review. Feedback should address key priorities while keeping within the agreed scope.

Sound Design and Music

High-quality audio enhances the emotional and narrative impact of the advert:

Voiceovers: Professional voice artists record narration, ensuring clarity and alignment with the brand tone.

Sound Design (SFX): Subtle effects are added to enhance realism or draw attention to specific elements.

Music Selection: A soundtrack or licensed music track is chosen to reinforce the mood. Custom music may be composed for a unique score.

Mixing and Mastering: All audio elements are balanced and optimised to meet broadcast standards.

Visual Effects (VFX) and Graphics

If the advert requires enhancements, VFX artists and motion designers step in:

Visual Enhancements: Adding CGI, compositing (combining visuals), or motion graphics to reinforce storytelling.

Product or Pack Shots: Creating clean, polished visuals for product close-ups or logo animations.

On-Screen Text and Titles: Any disclaimers, calls to action, or promotional messaging are added and checked for legibility. Titles must also comply with broadcast standards and should remain on screen for a specified duration.

Colour Grading

Colour grading ensures visual consistency and elevates the overall aesthetic:

Adjusting the Look: Colourists enhance the footage to match the mood and tone of the advert, whether it’s warm, bright, or cinematic.

Consistency: Colours, lighting, and tones are balanced across all shots for seamless transitions.

Compliance and Clearcast Approval

Before the advert is finalised, compliance checks are carried out:

Final Review for Claims: Ensure all on-screen visuals, audio, and messaging align with Clearcast guidelines and legal requirements.

Clearcast Submission: The finished advert is submitted for final approval to guarantee it meets UK broadcast regulations (BCAP Code).

Broadcast Delivery

Broadcast delivery is the final, critical step in the TV advertising process where the finished advert is prepared, formatted, and delivered to broadcasters for airing. This stage requires strict adherence to technical specifications and deadlines to ensure the advert reaches the right channels, platforms, and audiences on time.

Technical Compliance

Before delivery, the advert must meet specific technical requirements set by broadcasters. These include:

Resolution: Full HD (1920×1080) or UHD (4K), depending on broadcaster specifications.

Frame Rate: Standard 25 frames per second (fps) for UK broadcast.

Safe Zones: Text, logos, and critical visuals must remain within “safe areas” to avoid cropping on TV screens.

Audio Levels: Sound must be mixed to meet loudness standards (EBU R128), ensuring consistent volume across all broadcast content.

Clock Number: Assign a unique clock number to identify the advert. This ID is used for tracking and scheduling by broadcasters.

Ad Clearance

Before delivery, the advert must pass Clearcast approval:

Final Compliance Check: Ensure the ad complies with the BCAP Code and any claims (e.g., health, financial, or product-related) have been substantiated.

Clearcast Clock Approval: Once approved, Clearcast provides a clearance certificate and clock number for broadcast.

File Encoding and Delivery Platforms

The advert must be encoded into the correct format for TV networks and delivered through approved platforms.

Encoding: The advert is formatted into broadcast-ready files (e.g., MPEG-2 or MOV with embedded clock numbers).

Delivery Platforms: Platforms like Adstream, Peach, or IMD are used to distribute the advert securely and efficiently to broadcasters.

Delivery Deadlines: Each broadcaster has strict delivery cut-offs. Media buyers or agencies ensure the advert is delivered well before the campaign’s scheduled start date.

Scheduling and Airtime Coordination

The media buying team ensures the advert is scheduled as planned:

Slot Confirmation: Verify that the advert is slotted into the correct time slots, programmes, and channels based on the media plan.

Regional and National Splits: Ensure the advert airs in the intended regions if part of a regional targeting strategy.

Final Checks

To guarantee a flawless broadcast:

On-Air Tests: Broadcasters may conduct playback tests to check file integrity and quality.

Backup Versions: Provide backup files in case of technical issues or last-minute changes.

Monitoring and Reporting

Once the advert goes live:

Broadcast Verification: Confirm that the advert has aired in the correct slots. Platforms like BARB (Broadcasters’ Audience Research Board) provide data on viewership and reach.

Performance Tracking: Analyse campaign performance metrics such as audience size, frequency, and engagement to assess impact and ROI.

What’s Next?

Armed with a clear understanding of the TV advert production process, it’s time to take action. To help you get started smoothly, here are 5 helpful tips to ensure your campaign is a success:

Start with a Clear Brief & Media Strategy:Outline your objectives, audience, key messaging, budget, and timeline. A strong brief will keep everyone aligned and ensure the creative stays on track.

Plan for Compliance Early: Submit your script and storyboard to Clearcast for pre-approval to avoid delays later. Ensure all claims are accurate and can be substantiated.

Collaborate with Experts: Choose a production company and media buying agency with experience in TV advertising. Their expertise will save you time, money, and headaches.

Stick to the Agreed Plan: Avoid last-minute changes during production. Trust the pre-approved creative direction to keep things on schedule and within budget.

Maximise Your Investment: Think beyond TV: repurpose your advert for social media, video on demand, or cinema to reach even wider audiences.

By following these tips, you’ll be well-prepared to move into production with confidence. Plan ahead, trust the process, and focus on creating an advert that delivers real impact.