Television has come a long way since the days of rabbit ears and midnight sign-offs.
A report issued by the Cabletelevision Advertising Bureau (CAB) showed that, during March of 2011, cable advertising captured 68% of Nielsen primetime rating points for adult viewers aged 18 to 49. An analysis conducted by Target Cast TCM, an independent New York media agency, also revealed that, for the first quarter of 2011, the average unit cost for an ad run on one of the top 15 destinations for adults on ad-supported cable was $13,100, while a network spot averaged $108,956. The ability to reach a wide audience through cable ads is more accessible than ever, even for a tight advertising budget.
Instructions
Understanding Cable Advertising
1. Research ad-supported cable television to capitalize on its uniqueness. The most significant distinction is that network television reaches many different audiences by offering a variety of programming such as news, soap operas and sports. Cable television, through the proliferation of specialized channels such as Fox News, Lifetime and ESPN, delivers on a channel basis, making audiences available all day-everyday, not just at prescribed times.
2. Identify your objectives and the markets you want your message to reach. Cable television, unlike network television, allows you to target specific audiences.
3. Look into the costs of ad-supported cable advertising. Cable costs vary greatly, depending on where you want your ad to run, the time slot, time of year and the size of your audience. In New York City suburbs, for instance, a 30-second spot running on CNN or ESPN can be purchased for as little as $25.
4. Procure zone maps from your cable provider detailing the areas where you want to focus your advertising dollars. Write down the spot rates, coverage areas and volume or multiple spot purchasing plans offered by your cable provider.
Planning and Implementation
5. Build a media plan based on your advertising budget which details where and when you will run your ads.
6. Place your order early to ensure you get the times and channels you want at the lowest price possible.
7. Shop for discount pricing. Non-primetime spots, long term contracts and volume purchasing provide cost savings. January is a good time to negotiate with cable representatives eager to attract full year contracts.
8. Stay in charge of the negotiations. Sales strategies are designed to increase sales, not necessarily your advertising effectiveness.
9. Hire professionals. The digital era of television has lead to the growth of small production companies -- many as small as one or two people -- that offer quality work at competitive rates. Examine their previous work to determine the right fit for you.
10. Plan your commercial carefully as revisions are costly. Keep it simple and convey your message with enthusiasm.
