The local targeting.
radio, and over-the-air local television cover very large areas -
suitable for companies with multiple locations or national product distribution.
Why would a small restaurant in Northridge want to spend a lot of money
to advertise all the way to Long Beach? With cable-TV, you can focus
your advertising resources on a strictly local level such as Glendale -
Burbank, or West San Fernando Valley). Even the larger cable systems
in L.A., like "Time Warner" and "Media One", are several times more cost-effective
for local businesses than regional media outlets.
One reason why Television
is recognized as the most efficient marketing tool is its impact on the
viewer. Besides its ability to deliver a powerful audiovisual message,
it conveys prestige and credibility. Also, in the average family
the TV set is turned on seven hours per day, and the average Joe spends
about four hours per day in front of it! Sad - but real.
After work, watching TV is the most important "activity" - and the main
source of information - for the vast majority of people. A much smaller
amount of time is spent on reading newspapers or browsing the Internet.
The low cost.
In most areas, each 30-second
TV spot has the same price as a newspaper classified ad, and it is delivered
to more than half of the local households. Minimum / maximum prices
may vary all the way between $5 and $140. However, in the vast majority
of circumstances, the average price is between $15-$75 per 30-second evening
spot. We are talking about spots on major channels like CNN, USA,
Lifetime, MTV, or Discovery, or on ethnic programs, during daytime and
prime time hours! All you need is an effective commercial, which
we’ll produce on a surprisingly low budget.
(Note: morning spots
are often 2-4 times cheaper, and this is why some “packages” offered by
agents may look like better deals. In reality, who needs a very small,
unemployed audience? I recommend morning spots only when trying to
address senior citizens, or when a package includes consistent evening
spots on a single channel. We’ll work with you and with the representative
of the Cable company in making a good choice.)
The number of viewers
For example a $50
spot, delivered to 100,000 households with 2½ members each, means
5,000 potential viewers per dollar. Of course, only a limited percentage
of all these people will watch TV and will tune on your channel at any
given time. Yet, for every 1% of people who actually tune into your
channel, you get 50 real viewers per dollar (2,500 per spot). Compare
this with the cost of direct mail advertising! Even handing out simple
"fliers" is about ten times more expensive. On top of that - be aware
that many prime time TV shows attract 3% to 5% of the potential audience.
More and more viewers will see your message every day, while the repeated
exposure amplifies the impact. For the price of a single large display
in a metropolitan newspaper, you can place hundreds of spots on major Cable
networks - to get a leading position in your local market. On larger
than average Cable-TV areas, the spots cost more, yet the number of viewers
per dollar is roughly the same. (Example - "Adelphia", formerly
known as "Century Cable" has about 200,000 households, most of them in
affluent areas of L.A.; an evening spot may cost around $100.)
The audience selection.
Young people are more
likely to watch MTV. Lifetime is dedicated to women. USA and
TNT offer a broader, family-type entertainment. NICK, one of the cable
channels with the highest ratings, reaches children. CNN, A&E,
Discovery, and the History Channel are aimed at the more educated, higher
income viewers. ESPN deals with sports. Ethnic programs deliver
the largest viewership in many city areas. You can also create your
own special interest programs. From all the mainstream media, only
Cable-TV offers such an extreme accuracy in targeting.