Print and out-of-home

Print sits in the middle from a licensing standpoint.
Costs increase because:

• Content is harder or impossible to change once it is live
• Usage can last longer than expected
• Distribution can be regional or national

A single billboard in one city for a few months is very different from a national magazine run, and licensing reflects that difference.

Broadcast TV

Broadcast is the highest tier and for good reason.

Broadcast licensing costs more due to:

• Massive reach and exposure
• Higher perceived brand value
• Longer usage periods
• Increased legal, talent, and union considerations

When content airs on television, everyone involved assumes a higher level of visibility and impact. That expectation is built into licensing costs.

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It's not about agencies charging more arbitrarily. It is about accounting for scale and protecting everyone involved.

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A common misconception worth clearing up

Something I hear often is, “If I paid for it, shouldn’t I own it forever?” It is a fair assumption, but that is not how creative licensing typically works. Most content is licensed, not sold outright. Full buyouts are possible, but they come at a premium because they remove future earning potential for creators, talent, and production partners. Licensing is about aligning value with usage, not creating hidden fees.

Advice before you approach a creative agency

If you want smoother conversations and fewer surprises, here are a few things to keep in mind:

1. Be upfront about where the content will live
   If broadcast is even a possibility down the line, say it early. Planning ahead is always easier and more cost-effective than renegotiating later.
2. Start with web and scale intentionally
   Many brands begin with digital usage and expand once they see results. That is often the smartest budget decision.
3. Ask questions
   A good agency should be able to clearly explain licensing. Transparency is a must.
4. Do not overbuy usage
   You do not need national broadcast rights for a local social campaign. Buy what actually supports your goals.
5. Remember that content is an investment
   Licensing is part of making sure your content works hard and works legally.

Why this matters

When clients understand licensing, budgets feel intentional instead of confusing. Expectations are aligned, and the creative process becomes collaborative rather than transactional. Great agencies are not just there to make things look good. They are there to guide you through decisions that protect your investment and maximize impact. If licensing ever feels unclear, ask. The right creative partner will walk you through it.