What is a CPT TV campaign?

CPT (or CPM) buying pays for the number of verified viewers (impacts) delivered, as measured by BARB. You control reach and frequency, paying for audience delivery rather than fixed showings.

What is a Spot TV campaign?

Spot campaigns buy a fixed number of showings at set times, regardless of audience size. Suits niche channels and predictable scheduling but offers less audience accountability than CPT.

How does on-demand/addressable TV buying work?

On-demand platforms such as ITVX, All 4 and Sky AdSmart allow granular targeting (geo/demo/interests), incremental reach and digital-style measurement that complements linear TV bursts.

Why combine TV with social advertising?

TV builds rapid reach and trust; social drives immediate interactions and conversions. A hybrid plan coordinates bursts across TV, on-demand and social to maximise ROI and track outcomes across channels.

How TV Advertising Space is Sold | CPT vs Spot, On-Demand & Social Hybrid

The way TV advertising is bought and sold in the UK can seem complex at first, but once you understand the basics it becomes clear. Most TV advertising is sold in two traditional ways—CPT (cost per thousand views) and Spot campaigns. Increasingly, advertisers combine on-demand platforms and social media to build hybrid campaigns that maximise reach and ROI.

This guide explains the core methods and when to use each—so you can choose the right approach for your goals and budget.

The Two Traditional Ways TV Is Sold

1) CPT Campaigns (Cost Per Thousand)

With CPT buying (also called CPM), you pay for the number of viewers your advert actually receives. Audience delivery is measured and verified by BARB (Broadcasters' Audience Research Board).

Key benefits

Only pay for BARB-rated views (impacts)
Avoid overspend when fewer people are watching
Target precisely (age, gender, region, household, socio-economic)
Shape reach & frequency to campaign goals

Example: Target Adult Women only—pay for impressions from that segment, improving efficiency.

2) Spot Campaigns (Fixed Showings)

Spot buying secures a fixed number of showings regardless of audience size—for example, 10 spots on a channel at £500 each.

Advantages

Predictable schedule—know exactly when your ad runs
Useful for niche channels or specific programme contexts

Considerations

No guaranteed audience delivery
Smaller, non-BARB channels often sell this way
Less accountability vs audience-based buying

The Rise of On-Demand TV Advertising

ITVX · All 4 · Sky AdSmart · CTV Apps

Beyond linear broadcast, audiences stream and catch-up on platforms like ITVX, All 4, Sky AdSmart, Amazon Prime Video Ads, YouTube/CTV and broadcaster apps.

Precise targeting: geo, household, interests, viewing behaviour
Lower entry costs vs prime broadcast airtime
Digital-style accountability with incremental reach to lighter linear viewers

Most national campaigns now blend linear bursts with addressable/on-demand for efficient, full-funnel delivery.

Social Video Advertising & Hybrids

Why TV + Social Works

TV builds trust, authority and mass reach; social platforms (Facebook, Instagram, TikTok, YouTube) drive immediate interaction and conversion. A hybrid strategy: