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Procurement Market Intelligence Report

Television Advertising
Sourcing Guide & Market Trends

Comprehensive intelligence for making smart purchasing decisions

Learn about actual and potential costs

How much should I pay for Television Advertising?

What is the average price of Television Advertising?

This procurement report includes pricing information to help you purchase Television Advertising. Our analysts provide a benchmark price and a price range based on key pricing factors to help you understand what you should be paying for this specific product or service. To see the average price for this and hundreds of other products and services, subscribe to ProcurementIQ.

Has the price of Television Advertising been rising or falling?

Analysts look at market data from the previous three years to determine an overall price trend. You can use the recent price trends to help you understand price volatility and plan your budget.

I’m not ready to purchase Television Advertising yet. Will I pay more if I wait too long?

We forecast the next three years of price movements by looking at factors likely to affect the market's supply chain, such as inputs, demand and competition. You can then use the price forecast to figure out the best time to purchase.

What other costs are associated with purchasing Television Advertising?

Our analysts calculate the total cost of ownership and assign a level of low, moderate or high, depending on things like customization, integration and installation. Use this information to budget for Television Advertising with a reduced risk of unexpected costs.

See how we display average pricing information, trends and market data.

Find the vendor to meet your needs

Where can I purchase ?

ProcurementIQ estimates there are about 1,280 suppliers of television advertising. Of these suppliers, the top four collectively generate more than 50.0% of market revenue, indicating a high level of market share concentration. Heavy regulation is the predominant factor underscoring a high level of market share concentration. Suppliers are required to... Subscribe to learn more.

Questions to ask potential suppliers

How can I gain leverage during negotiations?

Experience and Expertise

How long have you provided these products to your longest-tenured client?

What qualifications does your staff have and what measures do you take to keep those qualifications up to date?

What industry do you most commonly supply this product for?

To what extent will ordering multiple products from your firm allow me to save on costs?

What is your repeat business rate for businesses in my industry and how does that compare to your overall rates?

Supply Chain Risk

Over the past three years, what percentage of your revenue has been dedicated to raw input materials? How has that changed?

Has the availability of raw materials tightened due to the coronavirus outbreak?

Over the past three years, what percentage of your revenue has been dedicated to labor?

How have fluctuations in input prices affected the prices of your products during the past three years?

How do you mitigate sudden price increases in raw materials?

When input prices rise, how much of the cost is absorbed by you and how much is passed onto buyers?

How, if at all, has your supply chain been affected by import tariffs levied in 2018?


How do you manage regulatory change? Do you have regulation advisers or methods to track regulation?

How have changing regulations influenced your pricing now and how will the changes affect prices over the life our proposed agreement?

What ongoing training procedures do you provide for your staff?

Have you ever been found to be noncompliant with regulatory frameworks?

Amid widespread health concerns during the COVID-19 pandemic, what contingency plans are in place to mitigate risk to your clients and employees? Do you offer clients any flexible exceptions, such as contract suspensions?

Advertising Selection

How long are the time slots you offer?

What pricing model do you use for your television advertising?

In what DMAs do you offer television advertising? Which are your most popular?

What television programs do you have available during which my advertisement can be aired?

What kind of restrictions do you place on the content aired on your channel?

What new solutions have you introduced to address issues brought on by the coronavirus pandemic?

Supplier Experience

What channels does your company manage?

What are the demographics of your channels' viewers?

What advertisements have you aired that are similar to mine?

How long has your company been involved with television advertising?

Have you acquired any new channels recently or plan to acquire any in the near future?

How has your product/service helped similar buyers operate efficiently during the pandemic?

Supplier Finances

Is your company at risk of bankruptcy?

How does your company drive sales when the economy is growing?

What proportion of your revenue comes from television advertising?

Would the bankruptcy or revenue volatility of any of your key clients or suppliers adversely affect your operations?

If your company operates internationally, how do you mitigate risk from exchange rate fluctuations?

Are you experiencing fluctuations in demand as a result of the coronavirus outbreak? What measures are you taking to handle increased/reduced demand?

Advertising Policies

What is your cancellation policy for television advertising?

How far in advance must you receive advertising materials?

What type of performance reporting do you provide for your advertising?

What discounts do you offer to agencies? If I work with a media buyer, how much will my television advertising cost?

How do you compensate buyers if you are unable to air their advertisements? Do you reimburse their expenses or provide them makegoods as replacement time slots?

Client Base

What is the average retention rate among your clients?

Who are your top five clients and how long have they been your clients?

How diverse is your customer base? Do you serve buyers from different markets?

Have you ever experienced any major complaints from clients? If so, how did you address their concerns?

Can you provide a list of clients that are willing to give references on your behalf?

Supplier Service

What services does your company offer aside from television advertising?

What discounts can I receive if I purchase additional services with my television advertising?

By what means do you prefer to communicate and how often do you communicate with your clients?

How does your company handle customer service? With whom would I be communicating most, and during what times would they be available? Who should I contact if I need to make changes to my order?

Amid widespread health concerns, what contingency plans are in place to mitigate risk to your clients and employees? Do you offer clients any flexible exceptions, such as contract suspensions?

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Key elements for every RFP

What should my RFP include?

Project Budget

Buyers should indicate their total budget for television advertising.

Buyers should disclose the method they expect to use to purchase ad spots (up-front vs. scatter).

Selection Criteria

Buyers should give preference to vendors with a diverse selection of programs and dayparts to air television advertisements.

Buyers should evaluate the DMAs a supplier's channel can target.

Buyers should give preference to vendors that are capable of offering competitive pricing.

For a detailed list of key selection criteria, buyers should reference the Buying-Decision Scorecard of this report.

Project Schedule

Buyers should indicate the final date that bid queries and questions will be accepted to garner a response.

Buyers should explicitly state the date and time that completed bid proposals should be submitted for award consideration.

Buyers should specify the initial date(s) on which they expect television advertisements to be aired.

Evaluate major factors to mitigate risk

How risky is the supply chain?

Supply chain risk for television advertising suppliers is moderate. Upstream risk primarily stems from video production and postproduction suppliers, which inherit significant risk from the growing popularity of digital advertising over film and television media. This trend has placed increased competitive pressure on video production and postproduction providers as demand... Subscribe to learn more.