TV advertising vs Truck advertising... What format performs the best?

TV advertising the wonderchild in advertising. It’s often seen as the ultimate goal of any aspiring marketer, but how does it compare to truck advertising?

DrivenMedia’s guide to comparing truck advertising to other common formats, Including Bus Advertising and 48 Sheet Billboards.

In this guide, we compare truck advertising to TV advertising, as you might have already guessed. Tv advertising is a huge medium for those who use broadcast advertising.

We’ll look at how they compare on;

  • Cost Efficiencies
  • Advertising Environment
  • Target Coverage Area
  • Demographics
  • Key stats (Reach, Dwell Time and recall)

Cost Comparison

As you might know, truck advertising is incredibly cost-efficient, having an average CPM of less than £0.75p. If you need a recap on CPM this previous blog post covers this.

TV advertising, on the other hand, has a CPM of £14-15. For this, it’s only conventional TV advertising and not using your tv advert on say YouTube.

This means per pound spent you getting at best 20 times the reach with truck advertising. Your advertising budget goes further with DrivenMedia.

We should add that TV advertising has a much stronger record in the advertising world compared to truck advertising which could mean the price reflects this. But we’re determined to change truck advertising’s record. After all, Peter Jones (BBC Dragons Den Dragon) Said: “It is a medium for the future”!

Advertising Environment

With TV advertising being on your TV and not a conventional part of Out Of home (OOH) advertising, we thought it would be unfair to compare the size of adverts, as it depends on the size of your TV!

So instead of a break from the normal format we use to compare advertising formats, we’re going to look at the advertising environment.

Truck advertising is an underused format and motorists don’t see trucks as mobile billboards hence they are highly receptive to this medium. When you combine this with the Motorway environment being mostly media free apart from the farmers’ fields adverts you see Truck advertising is a very strong medium to make an impact on people in their day to day lives. Trucks by there nature are huge so naturally are unmissable on your drive.

Just how big are our adverts?  

TV advertising environment, on the other hand, depends on who you speak to.  We as a nation are consuming more, the first half of 2016 the average viewer watched 2 hours 24 minutes of commercial TV a day. That’s approximately 45 TV advertisements during that period.

However new technology means adverts can be fast-forwarded, meaning many thousands of viewers are not even seeing your adverts because they just want to watch their program and they can skip it.

TV advertising is also quite cluttered and loud you either need a huge budget or an incredibly creative advert to break through the noise. One of our clients was spending over half a million pounds on TV Advertising and not seeing anything from it. Their test campaign with us is due to launch soon and we can’t wait to compare how they performed.

Coverage Area

These are two completely different mediums, which makes them hard to directly compare.

Trucks can reach a wide geographic area on a daily basis across either a national or regional basis. National campaigns are delivered by HGV trailers and regional by lorries.

Campaigns on trailers travel further, and lorries have more urban reach. Want to find out more Does truck advertising reach urban areas?

The cost for truck advertising stays broadly the same however you target your campaign from the UK as a whole, England or a region such as the Midlands. We should add that southern based campaigns increase the costs slightly.

Trailer and lorry advertising areaTV Advertising has broadly the same split, you can target The Uk as a whole as well as individual postcode areas. this selection heavily affects the cost.  A national campaign will cost more than a regional one.


As we’ve established truck and TV advertising reach broadly the same people at different times

In general, DrivenMedia can get your brand in front of a young, mobile, mostly male audience from all backgrounds. ABC1 is the demographic category as the National Travel Survey published by the Department for Transport found that those with higher disposable incomes are more reliant on their cars.

Find out more about the audience DrivenMedia can put you in front off.

Tv Advertising can be more focused as there are thousands of channels. with there own set of demographics.

Key Statistics - Reach, Dwell Time and Recall

DrivenMedia put’s your brand in front of a highly receptive audience on their commute. The best way for you to understand the potential of truck advertising is to watch this video.

Why did we film it? 

Truck advertising’s opportunity to see varies based on location, London, M25 is going to be far higher than for example the Hebrides in Scotland. In this case M25/London our campaign delivered over 100,000 impressions and had a dwell time of 111 seconds (just under 2 minutes).

On average we expect your campaign to be seen by 55,000 people on a daily basis with the rear panel having a dwell time on average of 48 seconds.

Impact-wise truck advertising can be recalled by about 97 of people who have seen it for about 2 weeks. Meaning they are far more likely to be influenced by other mediums as you’ve already got in their head.

TV Advertising depends on the channel and timings of your advert if it’s just after X-factor it can be millions in one go. Recall can be an issue as X-Factor slots are highly regarded, so you either need a huge budget to force people to remember or it needs to be really creative that people want to watch it.


In the battle of Truck vs TV advertising, truck advertising has come out on top for national campaigns and the jury is still out on regional campaigns.

  • Truck advertising has a higher cost efficiency, costing on average £0.75 per thousand people reached.
  • Our trucks are unmissable and reach a highly receptive audience
  • DrivenMedia reaches one of the most densely populated road networks in Europe and yet still deliver urban coverage.
  • Truck advertising reaches a more mobile affluent audience.
  • The reach, dwell time and recall of truck advertising makes it stand out compared to national TV advertising.

Do you think we’re right? Challange us by getting in touch.