As you consider cross channel solutions to meet your company’s advertising needs, one medium you’re likely to consider is cable TV, and with good reason. Recent Nielsen statistics suggest there are more cable subscribers than ever, and thanks to mobile viewers catching their favorite programmers via a channel’s website, advertising through cable TV means a diversified strategy that is likely to reach a solid target audience group. If you remain unconvinced of the power of cable TV, though, you may want to consider the following.Cable Programming Means More Commercial Opportunities and Lower Costs
Cable has been shown to offer more commercial opportunities than traditional network advertising. A 2014 Nielsen study suggested cable programmers offer average commercial times of fifteen minutes and 38 seconds. Networks, however, only offer fourteen minutes and fifteen seconds of commercial time per hour.1 As a result, you’re staring at far more opportunities with cable channels than you might with network channels, and that can mean the chance to run your ads with a frequency you just won’t find on network TV. It also means lower costs. Cable channels simply don’t charge the excessive fees network stations do. While prime spots on a network may run in the thousands of dollars, that same spot on cable television might go for just a few hundred dollars. No matter how large or small your business is, today’s shifting economic landscape demands a very different look at how marketing dollars are spent, and cable programming can help change the way you spend your budget.
Cable Programming is Targeted
There are hundreds of cable television channels around the world, and Canada alone plays host to many of those. When you factor in local channels along with national brands like Animal Planet and Discovery, you have the opportunity to reach a very specific audience that is far more likely to visit your brick and mortar location than a national might be. Imagine, for a moment, that you’re targeting customers who are passionate about cross country skiing. Finding a channel with a viewership that includes a high percentage of viewers in that demographic is far less complex when you’re shopping among cable channels than it might be if you were shopping among network television channels.
Making The Most of Your Choice
As with any media advertising selection, ensuring your dollars are well spent is an absolute must, and there are several ways you can do just that. Start by identifying your customers as specifically as you can. Factor in all of the demographics, including age, location, household income, and even number of children. Then think carefully about your budget. Research suggests several viewings are necessary before your ad will begin to register with viewers, so don’t underfund your endeavor. If money is an issue, try to go for a shorter, well-produced commercial with a longer run time (something like three months tends to work best) to ensure you get the results you want. Finally, choose a professional company to help produce your ad so you can attain the level of sophistication you want.
Cable TV advertising provides a solution many other options simply don’t, particularly for smaller companies. It’s an excellent way to diversify your marketing efforts and ensure your marketing investment realizes the necessary returns.
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