How much does it cost to advertise on STV?
If you're a Scottish business considering television advertising for the first time, the question "how much does it cost to advertise on STV?" is likely your starting point. Understanding the investment involved is crucial. The good news? Getting your brand on STV is more accessible than many businesses realise, especially with regional targeting and new advertiser incentives.
Starting Regional: The Smart Approach for New TV Advertisers
Most brands new to television don't need to advertise across the entire STV network immediately. Instead, they begin with regional campaigns that focus on their core customer areas. This approach reduces costs while allowing you to test TV advertising effectiveness before scaling up.
How Much Does It Cost to Advertise on STV West?
When people ask "how much does it cost to advertise on STV?", we typically point them towards STV West as a starting point. STV West represents the largest regional audience within the STV network, covering a substantial area from Oban to Stranraer and West Kilbride to Lanark. This region includes Glasgow and surrounding areas, delivering significant reach across Scotland's central belt.
So, how much does it cost to advertise on STV West specifically? For a typical campaign, you're looking at:
Campaign Structure: A balanced mix of daytime and peak-time advertising slots Duration: 3-4 week campaign period Approximate Investment: Around £20,000
This budget provides meaningful exposure across varied programming, reaching audiences throughout the day. Daytime slots deliver cost-effective frequency, while peak-time placements ensure you're visible during high-viewership hours when families and professionals are watching together.
Understanding STV Advertising Costs: The Growth Fund Advantage
Here's where the answer to "how much does it cost to advertise on STV?" becomes more interesting for brands new to television. STV operates incentive schemes like the STV Growth Fund, specifically designed to help first-time TV advertisers get started. These initiatives can significantly reduce your entry costs, making television advertising more accessible than the standard rate card suggests.
The Growth Fund and similar schemes recognize that new advertisers need support to make that first leap onto television. If you qualify, these incentives can transform TV advertising from "aspirational" to "achievable" for growing Scottish businesses.
But Is Regional Right for Your Business?
While STV West covers a large geographical area, it's worth asking: do you actually need to advertise from Oban to Stranraer?
This is where understanding alternative approaches becomes valuable. Traditional regional television advertising casts a wide net, which works brilliantly for brands with broad appeal or multiple locations. However, if your customers are concentrated in specific towns or postcodes, you might be paying to reach audiences who'll never visit your business.
The Targeted Alternative: Addressable TV Advertising
Consider this comparison: an STV West campaign reaches everyone from Oban to Stranraer, including coastal communities, rural areas, and urban centres across a vast region. But what if your business operates exclusively in Hamilton, Motherwell, and East Kilbride?
With addressable TV advertising platforms like Sky AdSmart, you could show your commercials only in those specific towns. Your ad appears during the same programmes, on the same channels, but only in the households that matter to your business. The precision is remarkable—you're essentially cherry-picking exactly where your TV advertising appears.
This targeting approach often delivers:
Significantly lower costs due to reduced wastage
Higher campaign efficiency by focusing budget on genuine prospects
The ability to tailor creative messaging to specific local areas
Better return on investment for location-dependent businesses
Getting the Right Advice on STV Advertising Costs
How much does it cost to advertise on STV? The answer depends entirely on your business objectives, target audience, and geographical requirements. A £20,000 STV West campaign might be perfect for a brand building regional recognition, while a more targeted approach could deliver better results for half the investment if your customers are geographically concentrated.
At Elementary Spark, we don't sell airtime—we provide independent guidance on which television advertising approach genuinely suits your business. Whether that's STV regional, addressable TV, a combination approach, or even a recommendation to delay TV until your digital foundations are stronger, our advice is always impartial.
Before committing your budget to any television campaign, consider speaking with advisors who can assess whether STV, addressable alternatives, or a hybrid strategy offers the best path forward for your specific circumstances.
Ready to explore TV advertising costs for your business? Contact Elementary Spark for a free, no-obligation consultation. We'll help you understand the real investment required and whether television advertising makes commercial sense for your brand right now.