The Best Reasons to Buy Cable TV Advertisements
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Effective advertising requires targeting the right audience with a compelling message and maximizing media frequency to ensure impact. Television remains the dominant medium for advertising, with viewers generally staying through commercials, highlighting the importance of this channel. Additionally, the decline of printed directories and the rise of internet searches underscore the shifting landscape of media consumption and advertising strategies.
The Best Reasons to Buy Cable TV Advertisements
- 1. Take Charge of Your Brand “Customers are going to have an image of your company and your product whether or not you consciously work to create one…and that image is going to affect their decision about whether or not to buy.” - Sergio Zyman, former Senior Vice President of Marketing, Coca Cola USA
- 2. Three Elements Needed For Effective Advertising The Right Audience: Target the core customers. Do not chase the extremes. The Right Message: Creative/Interesting. Time sensitive. Call to action. High Frequency in a Few Places: Dominate so your media message is not diluted. Do not spread the money into too many media “glasses” and dilute frequency.
- 3. “Results are obtained only by concentration of resources, especially by concentration of the scarcest and most valuable resource...” -- Peter F. Drucker Concentration Is The Key To All Economic Success ...
- 4. Daily Media Consumption Adults 18+ TV is the dominant media. It is far easier for an advertiser to reach the target prospect when time spent with the media is larger.
- 5. TV - The Most Powerful Advertising Medium • The average viewer watches 16 networks. • The average viewer watches 140 hours of TV per month, that’s 4.7 hours per day! • Cable networks are the main source for news, sports, and entertainment. Source:s Seeking Alpha by Davis Freeberg 3/22/07 and MediaPost News by Joe Mandese, 6/6/08
- 6. Daily TV Consumption Source: Council for Research Excellence, Nielsen, Ball State University, Sequent Partners LLC “Video Consumer Mapping Study (VCM)” - March 2009 • In Minutes • By Demographic
- 7. Most TV Viewers Are Watching Commercials • New Video Consumer Mapping research says 86% of viewers remain with live television commercials – Consequently, only 14% of viewers change the channel during commercials • Most adults are exposed on average to 73 minutes of live TV commercials or other TV messaging daily Source: Friedman, Wayne. “Ad Bonanza: Most Viewers Are Watching Commercials.” MediaPost. 10 May 2010. Web. 11 May 2010. Note: Video Consumer Mapping research sponsored by the Council for Research Excellence, conducted throughout 2008 by researchers from Ball State University and Sequent Partners.
- 8. Market Research A25-54 Share of Viewers More people watch cable networks than broadcast networks.
- 9. A18-29 A30-49 A50+ Local News 25% 39% 50% Cable News Networks 35% 36% 41% Nightly Network News 24% 25% 40% Talk Radio 12% 16% 17% Cable News Networks A Primary Source For News In Most Media Categories. Source: Pew Project For Excellence In Journalism The State of the News Media 2009
- 10. According to Bridge Ratings, since 2001 Radio has become less important to consumers as Internet Video grows and TV remains stable. Bridge Ratings is a research company for the radio industry that tracks listener behavior. TV: Consistently Most Important to Consumers
- 11. 54% of MP3/iPod Users Have connected & listened in the car regularly (more than once a week). Source: Edison Research and Arbitron Ratings “Infinite Dial” National Survey March, 2010 Apple Inc. total sales estimate as of 1/1/10 50 million iPhones sold 235 million iPods sold 44% own an MP3 device 19 million Sirius/XM subscribers
- 12. 98% of Cell Phone Users Turn the Car Radio Down or Off. Source: The Economist 2/18/2010 and Bridge Ratings LLC 1/7/07 Bridge Ratings is a research company for the radio industry that tracks listener behavior. Radio Loses 50% of Time Spent Listening To Cell Phone Usage
- 13. Hello – Goodbye. GOODBYE. Yellow Pages directories are projected to lose $5 billion in annual revenue over the next five years. The largest publishers of Yellow Pages filed for Bankruptcy in 2009. The prediction is that all printed Yellow Page directories will not exist in five years. Sources: Yellow Pages Dying Off In Ten Years, July 22, 2008-Chris Smith Lead Search Strategist Borrell and Associates, “Say Goodbye To Yellow Pages” 8/2008 “Economics of Search Marketing” June 2009 Webvisible and Nielsen, reported by Marketing Charts February, 2009 Today 5 times as many people use search engines on a regular basis than use the Yellow Pages. An amazing 63% of consumers and small business owners turn to the Internet first for information about local companies. HELLO.
- 14. Springfield News-Leader Average Paid Circulation 2007 2009 Daily: 55,138 44,365 Sunday: 78,904 69,373 Source: Audit Bureau of Circulations – Newspaper Publisher’s Statement – Newspaper City Zone (less Educational Programs) 2007 – 2009. HH coverage is M-Saturday. Household 29.9% 22.5% Coverage:
- 15. Minimal Impact of DVR on Cable • 35-40% of commercials are typically not fast forwarded during playback – According to minute by minute data from Nielsen and second-by-second data from TiVo. • Impact of DVRs on television ratings across the full day is minimal – only accounts for 6% of overall television viewing in primetime, where DVR activity is most prevalent. – That 6% is heavily skewed toward broadcast networks, which have about 15% of their viewing done via playback. Source: MAGNA Global’s latest update on the state of DVRs and Video On Demand. Cable Spots, Wednesday, June 17, 2009.
- 16. OnMedia Reaches 73.8% of Total Consumer Spending in the Springfield, DMA ($5.5 Billion Dollars) Springfield Zone St. Robert Zone Nixa/Ozark/Branson West Zone Branson Zone OnMedia Zones
- 17. OnMedia serves 56% of Households in the cable footprint. (178,590) Springfield Zone St. Robert Zone Nixa/Ozark/Branson West Zone Branson Zone OnMedia Zones Cable subscriber penetration is an estimate based on Nielsen data and total living units served by OnMedia - a percentage of total Households reported in the 2000 US Census.
- 18. Why Buy Cable? Target the Right Consumers Cable television targets specific demographic characteristics and lifestyles which means you can “zero in” on the customers you want to reach. Low Cost Cable television is cost effective by any quantitative or qualitative measure. Cable network viewership continues to grow as broadcast network television declines. No Waste 92% of retail sales are from customers that reside within 5 miles of the typical store.
- 19. SD Local Networks: HD Local Networks: