CABLE TV IS A GOOD BUY                  

Soundstrategies has no particular stake in promoting Cable TV.  I want to make that clear from the beginning.  However, we have always thought Cable was a smart buy.  Now we have confirmation of that. 

A recent article (www.nytimes.com/2008/06/24/business/media) from the New York Times states that Cable TV is catching up with so-called Broadcast TV.  Broadcast TV is the term used for the Networks: ABC, CBS, NBC, Fox, etc.  Cable TV refers to those channels available only on some form of Cable or Satellite such as TBS, TLC, TNT, ESPN, HBO, MSNBC and yes, FOX, again, as in FOX News or FOX Sports. 

The article makes the point that we have far more choices than ever before and, as viewers, we are taking advantage of them.  With our choices more fragmented than ever before, advertisers have an easier time targeting specific audiences.  For example, a company in the business of landscape design has a built audience on HGTV.

In addition, advertising on local Broadcast TV stations will cost you far more than advertising on cable.  As the article points out, it doesn’t make sense to spend all of your money on your local NBC station, when you can buy TNT for half the price.  That isn’t to say it’s inappropriate to utilize your local TV station.  I’m just encouraging you to utilize your advertising choices, as well.  And this will help you spend more wisely and stretch your advertising dollar.

An even more compelling argument for buying cable TV is “area targeting”.  We’ve already established that you can use niche targeting with Cable TV advertising, but did you know that you can also target by neighborhoods, in most areas?

In the case of our landscape design company, let’s place it in the Southwest of Denver.  Though Denver is spread out over a wide area, this company owner only wants projects in the local SW area.  Buying time on one of the Denver TV stations presents two obstacles: First, the cost to advertise may prove to be prohibitive. Second, the ad would reach a city-wide demographic, beyond our company (and the owner)’s intended market.   

Here, Cable TV provides a better alternative to the previous scenario, by reaching a narrower, targeted audience and geographical area.  Most Cable outlets offer an advertiser the ability to target his/her audience by zip code(s). As we discussed earlier, HGTV, along with other Cable channels, could be a potential niche for a landscape designer. Furthermore, the designer can select specific zip-codes and run the ad only in those areas, reducing marketing costs to a fraction of a local TV buy.

Buying Cable TV isn’t rocket science, but it should be done by a media buying professional, who will ensure that you get the best plan available.  (Read: the best results for your money spent.)  Among other advantages they offer, media buyers will often provide a free consultation for their customers. Being well-informed will certainly help you make the best advertising decisions for your company’s individual and specific needs.

http://www.nytimes.com/2008/06/24/business/media/24adco.html?_r=1&ref=business&oref=slogin