It's Not Just Our Name...
Broadcast & Cable TV
Television is truly the mass medium. It reaches more people at home every day for longer periods of time than any other medium. It is hands-down the most effective medium for demonstrating the use of a product and explaining its features.
Broadcast TV time is sold nationally on networks, such as ABC, CBS, NBC and FOX, or as spot time on individual stations. Cable TV can also be purchased nationally or locally on channels like ESPN, CNN and MSNBC. While there are generally five or six broadcast stations in a market, there are hundreds of cable channels.
Obviously, advertising on the national network level gets very expensive very fast. At the top of the heap is a 30-second spot during the Super Bowl, which has skyrocketed to prices well into seven figures. And that doesn’t even include the production of the spot. Generally speaking, national television advertising campaigns are only within the reach of very large corporations with very generous advertising budgets.
Therefore, most advertisers buy on the local level, which is much more economical and allows for more flexibility. For instance, a company might air different versions of a commercial in different cities.
Advertising on cable or satellite TV is relatively inexpensive and you can select channels based on the demographics of the viewership, but the audience is highly fragmented.
Strategic Marketing analyzes programming and stations that rate well with a client’s target demographic, for instance, Adults 25-54. We compare programming in various time periods from station to station, looking at both qualitative and quantitative data. Only after thorough research do we then allocate budget dollars across the most suitable programs and stations to maximize reach (the number of people reached by a commercial) and frequency (the number of times the commercial airs). We aggressively negotiate with the stations to make sure our clients are paying the lowest possible rates for the airtime and receiving any kind of promotional support that might be available.
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