STV is Scotland's main commercial broadcaster, reaching millions of Scottish viewers every month across Glasgow, Edinburgh, Tayside and the north-east. To advertise on STV, a business books airtime -- bought across the whole of Scotland as standard -- to run a Clearcast-approved advert during STV programming, either as traditional linear spots or as targeted AdSmart placements aimed at specific households.
This guide covers who STV reaches, the regions and formats available, the difference between linear and AdSmart, what it costs, and how the booking process actually works.
Why advertise on STV?
STV holds a position no UK-wide broadcaster can match in Scotland: it is the home of Scottish news, soaps and big entertainment, watched by a genuinely national Scottish audience. For a Scottish business, that means broadcast-level trust and reach concentrated entirely on the market you actually sell to -- no budget wasted on viewers in the rest of the UK.
The average Scot watches 4 hours and 47 minutes of TV every day
That is 49 minutes more than the UK average -- making Scotland one of the strongest TV-viewing markets in the UK. For advertisers, that means more opportunities to reach your audience in the most trusted advertising environment available. Source: BARB (AsViewed) Jan--Dec 2024
TV remains one of the most trusted advertising environments there is, which is why even first-time advertisers see a credibility lift from appearing on STV. Scots who see a brand on television are statistically more likely to consider it trustworthy than a brand they have only encountered online or in print.
Who STV reaches
STV covers almost all of mainland Scotland through its regional structure. When you buy STV airtime, you generally buy all of Scotland in one transaction -- the broadcaster sells it as a national-Scottish product rather than individual cities on linear.
For tighter geographic targeting -- down to specific postcodes or household types -- Sky AdSmart is the route to take. Many strong campaigns combine linear STV for scale with AdSmart for precision targeting.
Linear vs AdSmart: the two routes onto STV
Traditional spots
Your ad runs in a commercial break during STV programming, seen by everyone watching in Scotland at that moment. Priced per slot, by time of day and programme popularity.
- Broad brand awareness at national-Scottish scale
- Reaches the largest possible Scottish audience
- Strongest for credibility and brand recognition building
- Best for businesses selling across all of Scotland
- All-Scotland buy as standard
Targeted placements
Different households watching the same programme can be shown different ads, selected by postcode, location, household type and more. You only pay when the ad is actually watched.
- Precise targeting by postcode and household type
- Lower entry budgets than full linear burst
- Pay only when genuinely watched
- Best for local businesses or specific audiences
- Covered in depth on our Sky AdSmart page
"Many strong Scottish campaigns use both -- AdSmart for precision targeting, linear for the scale that builds brand recognition."
STV formats available to advertisers
What STV advertising costs
A realistic first campaign -- production plus a short airtime burst -- often lands around £12,000--£15,000, though we would usually recommend planning a proper campaign rather than a one-off burst. STV's Growth Fund can match-fund part of a campaign for eligible advertisers, meaningfully lowering the cost of entry for first-time TV advertisers.
Funding support for first-time Scottish TV advertisers
STV's Growth Fund has provided over £35 million in support to Scottish businesses since 2018. It can contribute towards the cost of a campaign for eligible advertisers. It is worth asking about before committing budget -- an independent agency can tell you whether you are likely to qualify and how to make the most of it. See our STV Growth Fund guide for the full picture.
How our booking process works
With Elementary Spark, all six steps from brief to air happen under one roof -- one team, one invoice, typically 3--4 weeks from brief to broadcast.
Brief & strategy
Who you want to reach, where, and what you want them to do. We challenge the brief here so nothing downstream is wasted.
Creative & production
Concept, script, shoot or animation, voiceover, music and edit -- all in-house. No separate production company, no handoff risk.
Clearcast clearance
Every UK TV ad must be approved by Clearcast before it can air. Script first, then the finished ad. We manage this as standard -- it does not sit on your to-do list.
Media planning & buying
Choosing linear, AdSmart or both; selecting slots and scheduling; negotiating the buy on your behalf. We do not earn more by pushing you towards one format over another.
Delivery to air
The finished ad is delivered to broadcaster technical specification ahead of the scheduled air date.
On air & reporting
The campaign runs and performance is tracked. We review results and advise on what the data means for the next campaign decision.
Frequently asked questions
How many people see STV advertising?
STV reaches approximately 75% of Scotland's population -- around 3.5 million people -- every month. The average Scot watches 4 hours and 47 minutes of TV per day, which is 49 minutes more than the UK average, making Scotland one of the strongest TV-viewing markets in the UK. A well-scheduled STV campaign can reach the vast majority of Scottish adults over the course of a few weeks.
How much does it cost to advertise on STV?
STV airtime ranges from around £200 per 30-second slot in off-peak daytime to £2,000 or more in peak evening programming. Your total airtime cost depends on how many slots you run and over how many weeks. A realistic first campaign including production and a short airtime burst commonly sits around £12,000 to £15,000. Sky AdSmart starts from around £3,000 in media spend. See our full TV ad costs guide for the detail.
How much is an advert on STV?
A single 30-second slot costs from around £200 off-peak to £2,000 or more in peak. But a single slot is rarely the right approach -- a campaign involves multiple slots over a period of weeks to build frequency and awareness. Production of the advert itself is a separate cost, typically £2,500 to £25,000 depending on the approach. We can give you a realistic all-in estimate for your specific brief in a free 30-minute call.
Does STV advertising work?
TV advertising in the UK delivers an average return of £1.79 for every £1 invested in the first three to six months, rising to £5.61 over three years. For Scottish businesses specifically, STV's unmatched reach and audience trust make it one of the strongest brand-building environments available. Results depend on the quality of the creative, the accuracy of the targeting and the budget -- which is why independent advice before you commit matters.
Can I advertise on STV in just one Scottish city?
On linear, STV is sold across the whole of Scotland as standard. For tighter geographic targeting -- down to postcode level -- Sky AdSmart is the better route. Many campaigns use both: linear for national-Scottish brand awareness, AdSmart for precision in specific areas or to specific household types.
Do I need my own advert or can Elementary Spark make it?
We make it for you end-to-end, including Clearcast clearance. You can also bring existing footage or assets if you have them -- we can often build an effective ad around existing material, which reduces production cost.
What is the STV Growth Fund?
A scheme run by STV Commercial that can contribute towards the cost of an eligible advertiser's campaign. It has provided over £35 million to Scottish businesses since 2018. Ask us whether your business qualifies -- it can meaningfully lower the entry cost for a first TV campaign. See our STV Growth Fund guide.
How long does it take to get a TV ad on STV?
Typically 3 to 4 weeks from brief to broadcast, including production, Clearcast script approval, the finished ad clearance, and broadcaster delivery. If you are planning around a specific date -- a product launch, a sale period, Christmas -- build in more time. Campaigns planned ahead always outperform rushed ones.
Sources: BARB (AsViewed) Jan--Dec 2024 (adults, 4-screen); STV Group plc Full Year Results 2025; Thinkbox TV advertising ROI data; STV Commercial Growth Fund Impact Survey Aug--Oct 2024. Elementary Spark Ltd is an independent creative and campaign agency and approved STV partner. We are not part of STV's commercial sales team.