the best reasons to buy cable tv advertisements
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Take charge of your brand and advertise on cable TV. The right audience, message and frequency can make the difference in growing your business.TRANSCRIPT
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
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.
“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 ...
Daily Media ConsumptionAdults 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.
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
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
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.
Market Research
A25-54 Share of Viewers
More people watch cable networksthan broadcast networks.
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 NewsIn Most Media Categories.
Source: Pew Project For Excellence In Journalism The State of the News Media 2009
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
54% of MP3/iPod UsersHave 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
98% of Cell Phone UsersTurn the Car RadioDown or Off.
Source: The Economist 2/18/2010 and Bridge Ratings LLC 1/7/07Bridge Ratings is a research company for the radio industry that tracks listener behavior.
Radio Loses 50% of Time Spent ListeningTo Cell Phone Usage
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 2009Webvisible 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.
Springfield News-LeaderAverage 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:
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.
OnMedia Reaches 73.8% of Total Consumer Spendingin the Springfield, DMA
($5.5 Billion Dollars)
Springfield Zone
St. Robert ZoneNixa/Ozark/Branson West ZoneBranson Zone
OnMedia Zones
OnMedia serves 56% of Households in the cable footprint.
(178,590)
Springfield Zone
St. Robert ZoneNixa/Ozark/Branson West ZoneBranson 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.
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.
SD Local Networks:
HD Local Networks: