TV Advertising

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.

Why use truck advertising?

Advertising on trucks? Why should it be part of my media plan?

Truck advertising it’s a simple concept, using commercial trailers already travelling the country effectively as mobile billboards.

But why should truck advertising make your media plan?

Let’s find out:

The Basics

  • High Reach Medium

Truck advertising is a high reach medium, reaching on average 55,000 people on a daily basis. These aren’t any people, these are highly receptive motorists who take in your advert without realising, this effect is amplified by traffic. Truck advertising makes an extremely effective broadcast medium.

The stats tell all, 97 of people can recall a truck advert weeks after exposure. What other media get’s you this level of impact and recall?

  • Dwell Time

When thinking about your commute this morning, what’s the first thing that comes to mind? Traffic! Congestion and traffic is a where truck advertising outperforms anything else. Dwell time can go from under a minute to five, ten or more minutes. Your audience will be thanking you for keeping their brains active and they have nowhere else to look.

Don’t believe us? Check out the results we achieved following one of our trucks round on a typical Thursday.

  • Unavoidable Media Space

The rear panel is unavoidable while driving, it’s directly in front of you where you have to be looking. Next time you’re on the motorway just try not to look at the back of trucks. Looking at the back of anything else so much could get you in trouble with your other half!

Advanced Considorations

  • Hard to Reach Space

The Uk’s major road network is one of the most densely populated in Europe, making it a perfect place for advertising. Just imagine the volume of traffic that can see your advert.

The problem is that advertising across this network is nigh on impossible with spotty roadside billboard coverage. Truck advertising, however, can reach across the whole network. And rather than hoping a traffic jam will stop traffic near your advert, your truck advert get’s stuck in them where ever they occur.

  • Cost Efficient

This space is incredibly cost-effective. On average our truck advertising campaigns cost our clients less than 75 per thousand people reached.

Our previous blog post highlights the savings in detail, but if you were using another outdoor advertising platform you could expect to spend £4 per thousand. Radio, £5 per thousand and Tv, expect to spend £14.5 per thousand people reached.

That’s before you consider the size difference: Truck advertising is huge!

  • Demographics

Truck advertising can reach all demographic categories, but did you know those with a high level of disposable income are more reliant on their cars? ( National Travel Survey, DFT)

Our medium reaches a predominantly ABC1 category mostly on their way to or from work and over 66 of these commutes to work by car. (Road Usage Statistics, DFT)

So what are you doing advertising on the tube!

Find out more;

  • Positive Interruption. 

Truck advertising is a positive interruption, this means rather than getting in the way of a users activity, it’s a welcome interruption particularly with heavy traffic.


Truck advertising is an underutilised media space overlooked by most of the advertising market, why would you try and outspend when you can outsmart?

Get into a space your competitors haven’t and be associated with thanks to first mover advantage. Gain and competitive advantage with your advertising.

Exclusivity is an option with truck advertising. Secure it for your brand today

To book a chat with our team, fill out the form below.

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Advertising Slang

Advertising Slang words:
A guide to those bamboozled
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Slang words are prevenient in every industry and the outdoor media market is no exception. So if you don’t know your OOH from your POP, this is the blog for you.

Alphabetical ordered for ease of reading.

  • Copy – The industry term for the written word. As a guide studies have found 10-12 words is the sweet spot for response.
  • Coverage – The area that an advert will be seen, e.g Nationally, Midlands etc)
  • CPM/CPT (Cost Per Thousand)- The cost per thousand impressions. A deeper explanation can be found in this blog post.
  • Creative – The design of your advert or the name of the people designing adverts. Did the creatives name creative or did creative name the creatives?
  • Dwell time –  The length of time somebody looks at an advert. Did you know truck rears have an average dwell time of 48 seconds?
  • Impacts/Impressions – Impacts or Impressions is the total number of times an advertising campaign is seen.
  • Media Owner – The company that owns and advertising space. E.g DrivenMedia (Us), a newspaper publisher or TV channel.
  • OOH (Out Of Home) – OOH refers to any advertising that targets people outside of their homes.
  • Opportunities To See – Refers to the number of times an advert is likely to be seen. Very similar to “Impacts or Impressions”.
  • POP (Proof of Posting) – A picture that proves your advertising material has been installed. Normally a photograph.
  • Reach – Reach is the percentage of your target audience your ad reaches.
  • Response- The outcome you’d like to see from your advert. Could be going to your website or tweeting about it.
  • Sheet Size – The size of the billboard, traditionally from 6 sheet to 96 sheet and beyond. Truck sides measure between 48 sheets and 96 sheets. Truck rears roughly compare to a 16 sheet size.

Want to add any we’ve missed or you get stuck on? Get in touch and we will update with your suggestions.

Questions you want answering

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What Does “Cost Per Thousand” Means In The Advertising World

What Does “Cost Per Thousand” Means In The Advertising World?
Cost Per Thousand (CPM) of truck advertising

The marketing and advertising industry can be a bit confusing to those outside the industry. With lots of jargon like OOH, dwell etc, it can be hard not to be overwhelmed. We like to keep things simple here at DrivenMedia, much like our advertising platform.

Before we start, let’s clear up what us advertising lot mean by “CPM” sometimes “CPT” depending on who you’re speaking with. Both mean “cost per thousand” and we’ll stick with the industry definition.

“A marketing term used to donote the price of reaching 1000 people, including all associated production costs.” Essentially the cost of the medium, plus all associated production costs, per 1000 people reached in your campaign.”

CPM is used as a comparison tool across different types of advertising. The lower the CPM the more people you can reach with your budget and the more cost effective the advertising is.

CPM Formula

For our own data, we’ve used an average CPM of our launched campaigns over the last 12 months, using the campaign price our customers actually paid. These ranged from £0.21 to £1.23, giving us an average CPM of £0.75, looking at our figures the vast majority fell between £0.50 and £1, so we are confident this average price is accurate.

For our industries figures, we’ve used as recent as we can find on official trade body websites and materials and the most cost-effective is clear.


The graph above shows the average relative cost to reach a thousand people across common advertising mediums. The lower the amount the more cost effective the medium.

Understanding each medium is key, truck advertising is the most cost effective in the long term, because the longer you run the campaign the more people the costs are spread across and the media cost per month are low.

If you’d like to drive your advertising further and reach more people for less, then get in touch with the team. We will even compare your advertising to see how your advertising compares to the average industry CPM.

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