Updated on 9 November 2026 by Nicolas Finet, CEO of Sortlist. This guide has been rewritten for UK advertisers: it breaks the cost of a TV advert into airtime and production, shows what addressable TV has done to minimum budgets, covers Clearcast clearance and connected TV, and gives current viewing data.
Many small businesses assume TV is out of reach. For a national prime-time campaign with a high-end production, it can be. But addressable TV and connected TV have opened a route for much smaller budgets. This guide explains what a TV advert costs in the UK, what drives the price and how to decide whether TV is worth it.
Key takeaways
- A TV advert has two costs: media (airtime) and production. Airtime can start in the low thousands with targeted formats and reach tens of thousands for national peak-time spots; production runs from about £8,000 for a simple 30-second ad to £80,000-£450,000+ for a high-end commercial.
- Live TV is still significant: Barb reported live TV at about 45% of viewing in 2025, with streaming at 38%.
- Every UK TV ad must be cleared by Clearcast before it is broadcast. Allow at least two weeks for script clearance.
How much does a TV advert cost?
Costs split into two parts, and you should budget for both from the start.
| Cost | Typical range (UK, 2026 guides) | What drives it |
|---|---|---|
| Airtime (media) | From a few hundred pounds for small-channel daytime slots, to £35,000 or more for a national ITV peak-time spot | Channel, time of day, audience, season, campaign length |
| Addressable TV (for example Sky AdSmart) | Campaigns reported from about £3,000 in media spend | Targeting, geography, number of households |
| Production (basic) | About £8,000-£25,000 for a 30-second ad; £12,000-£40,000 for 60 seconds | Script, locations, talent, crew, post-production |
| Production (high-end) | £80,000 to £450,000+ | Celebrities, music licensing, visual effects, multiple locations |
| Clearance (Clearcast) | A fee per ad and per version | Number of versions and speed of clearance |
Figures come from UK agency and production-company guides published in 2026 (Toast TV, Video Recording Experts, One Day Agency). They are guides, not rate cards, and negotiated prices vary widely.
How airtime is priced
UK airtime is traded on the basis of audience delivered. Buyers and sellers talk in terms of cost per thousand viewers in a chosen demographic, and a spot costs more when it reaches more people in the audience you want. A cheap spot that reaches the wrong audience is poor value, so the cost per thousand of your target group is the figure to compare.
The cost per thousand varies sharply by audience. A UK media-buying site reported 2026 averages of about £14 per thousand for all adults and about £35 for ABC1 adults, while harder-to-reach groups such as housewives with children or men aged 16-34 cost far more. Prices also moved up year on year, which is a sign of strong demand.
Factors that affect TV advertising costs
Channel and programme
Major commercial channels and popular shows command the highest prices. Smaller digital channels cost far less but deliver smaller audiences.
Time of day and day of the week
Evening peak time has the largest audiences and the highest prices. Daytime and late-night slots are cheaper. Weekend programming has its own pricing.
Region
You can buy national airtime or regional airtime in a single ITV or Sky region. Regional spots cost a fraction of national ones and suit local businesses.
Length of the ad
Standard lengths are 10, 20, 30 and 60 seconds. Longer spots cost more, and shorter ones may fit smaller budgets, though a 30-second ad is the usual benchmark.
Audience size and targeting
The more specific the audience, the higher the cost per thousand, but the less waste. Addressable TV targets households by data rather than by programme.
Season and demand
Prices rise before Christmas and around major events, when many advertisers compete for the same audiences. Quieter months, such as January and early summer, can offer better rates.
Linear or streaming
Traditional linear spots and on-demand or connected-TV spots are priced differently. Streaming formats often use cost per view or cost per thousand impressions.
Addressable and connected TV: TV for smaller budgets
Addressable TV lets different households see different ads during the same programme, based on data. Sky AdSmart is the best known. Agency guides report that Sky AdSmart campaigns start from around £3,000 in media spend, with a charge of roughly 5p per view and payment only when at least 75% of the ad is watched. Treat those figures as indicative and confirm them with Sky or an agency. ITV's Planet V platform provides targeted and self-service buying, and the main broadcasters have discussed a joint self-serve route for smaller advertisers, although a final offer should be checked directly.
Connected TV (CTV), meaning adverts on streaming services delivered to the television, is growing fast. One 2026 report says spend grew 21% in 2025 and is forecast to rise 15% in 2026. Amazon's Prime Video ad tier and other streamers have added inventory in the UK. This format is priced and bought more like digital advertising, which can suit businesses already running online campaigns.
Cost of television ad production
Production is separate from airtime and can be as large a cost as the media itself. For a UK campaign, plan for:
- Concept and script: the idea and the words; this also feeds the clearance process.
- Pre-production: casting, locations, storyboard and scheduling.
- Shoot: crew, equipment, talent, locations, catering and insurance.
- Post-production: editing, colour grading, sound, graphics and music.
- Versions: different lengths (10, 20, 30 seconds) and cut-downs for social media.
- Licensing: music, talent usage fees and stock footage rights.
A simple 30-second ad shot in a few hours can cost from the low thousands up to about £25,000, while advertisements with well-known talent, large crews or visual effects can reach hundreds of thousands. For animation costs, see our guide to types of animation, and for editing costs video editing rates.
In-house or outsourced?
Producing in-house can reduce costs for simple ads if you have the skills and equipment, but TV standards are demanding: broadcast-quality audio and picture, correct technical delivery and compliance. An agency or production company brings experience, suppliers and a view on what will clear. Compare a few quotes and ask for examples at your budget level.
Clearance: Clearcast and the rules
All UK television adverts must be cleared before broadcast. Clearcast, which clears ads on behalf of the main commercial broadcasters, checks scripts and finished ads against the BCAP Code. Its guidance says to leave at least two weeks for script clearance, and longer if the script is complex or needs a lot of substantiation. Clearance of the finished ad usually takes two to three working days when the ad matches the cleared script. Fast-track services exist for urgent work.
“You should leave at least two weeks for clearance of the script but please note clearance could take longer if the script is particularly complex or requires a considerable amount of substantiation.”
Clearcast, FAQs
Build clearance time into your schedule and budget. Claims must be substantiated, and restrictions apply to categories such as alcohol, gambling and food and drink. Advertising for less healthy food and drink faces additional restrictions; see UK ad complaints.
Is it worth advertising on TV?
Reach and attention
TV remains one of the few channels that can build mass awareness quickly. Barb's report on 2025 viewing says UK habits are better explained by adaptation than a clean break from linear television: live TV still accounted for about 45% of viewing, and streaming reached 38%. Ofcom's Media Nations report also tracks the shift to broadcaster on-demand viewing.
Trust and brand building
TV advertising is widely used to build memorability and credibility, and TV creative works across other channels when reused in social and video. The effect is typically on awareness and consideration rather than immediate sales, so measure it over time.
When TV is not the right choice
- You need immediate, trackable response from a small budget.
- Your audience is narrow and found more cheaply online.
- You cannot afford both production and a long enough burst of airtime.
When TV can work for small businesses
- You are a local or regional business with a clear customer area.
- You can target households by addressable TV rather than buying broad audiences.
- You plan to reuse the creative on social and video channels.
How to plan a TV campaign budget
- Set the objective: awareness, store visits, sign-ups, brand lift.
- Define the audience: the demographic or household data you want.
- Allocate the budget: a common guide is to avoid spending so much on production that too little remains for airtime. Frequency matters: a few spots rarely work.
- Choose the format: national linear, regional, addressable or connected TV.
- Allow time: script, clearance, production, booking and delivery.
- Measure: track web visits, branded searches, enquiries and sales in the campaign period, and use regional tests where possible.
See our media planning guide, how to create an advertising campaign and the advertising guide. For other channels, compare radio advertising costs and out-of-home advertising.
Benefits of working with a TV advertising agency
- Buying power: agencies negotiate rates and access discounts that small advertisers do not see.
- Expertise: they know what clears, what works and how to plan frequency and reach.
- Production management: they brief, manage and control the budget.
- Measurement: they evaluate results and adjust plans.
- Time: they handle clearance, delivery and booking logistics.
Ask for fees, how they are charged and whether discounts are passed on. See why you need an advertising agency and how to hire an agency.
Frequently asked questions about TV advert costs
How much does a TV advert cost in the UK?
It depends on production and airtime. Production can run from about £8,000 for a simple 30-second ad to £80,000-£450,000+ for a high-end commercial; airtime can start from a few thousand pounds with targeted formats and exceed £35,000 for a national peak-time ITV spot.
Can a small business afford TV advertising?
Yes, with addressable or regional formats. Agency guides report Sky AdSmart campaigns from about £3,000 in media spend, plus production.
What is Clearcast?
The body that clears UK TV adverts before broadcast, checking scripts and finished ads against the BCAP Code. Allow at least two weeks for script clearance.
How long should a TV advert be?
Common lengths are 10, 20, 30 and 60 seconds. A 30-second ad is the standard benchmark.
Is TV still effective?
Live TV still made up about 45% of UK viewing in 2025 and streaming 38%, according to Barb. It remains an effective route to mass reach, especially when combined with online video.
What is connected TV advertising?
Advertising on streaming services delivered through the television. It is bought more like digital advertising and is growing quickly.
Planning a TV or video campaign? Post your project on Sortlist and compare UK advertising agencies for free.
Sources: Toast TV, Video Recording Experts, Clearcast FAQs, Broadband TV News on Barb, Media Performance, UK ad spend 2026, ITV plc half-year report 2026. Prices are provider-published and indicative.
