Summary
TV advertising has commanded one of the best audiences among all of the mediums available for decades! I mean, several reliable TV reporting sources cite the average American is watching at least six hours a day of TV. SIX, people! That’s 25% of your day, glued to the tube! Does that mean we’re all watching local news? Nope! Far from it! Let’s dig into the different places we get our TV watching on and what’s effective for local & regional businesses to capture new customers/leads!
For years, I used to think that broadcast TV was the ONLY way to get famous in a local TV market. After all, I was anchoring the news at WNEP TV and it seemed like that did the trick. I couldn’t grab milk and bread at the grocery store without signing an autograph. No, but seriously, I’ve signed a lot of autographs at grocery stores. Enough about my TV News Guy ego!
TV advertising has commanded one of the best audiences among all of the mediums available for decades! I mean, several reliable TV reporting sources cite the average American is watching at least six hours a day of TV. SIX, people! That’s 25% of your day, glued to the tube! Does that mean we’re all watching local news? Nope! Far from it! Let’s dig into the different places we get our TV watching on and what’s effective for local & regional businesses to capture new customers/leads!
1. Cable Advertising:
Cable television advertising involves airing commercials on cable networks. We’re talking Fox News, CNN, HGTV, ESPN … you name it! Unlike broadcast channels, which use radio frequencies to transmit signals, cable channels transmit through coaxial or fiber-optic cables.
Target Audience: Cable TV reaches a more specific and segmented audience compared to broadcast television. Advertisers can select specific channels that align with their target demographics, making it easier to reach niche markets. If you’re a restaurant, the Food Network is a GREAT choice for your commercial!
Advantages:
a. Targeting Capabilities: Cable advertising allows for precise audience targeting based on viewers’ preferences, interests, and demographics, improving the effectiveness of ad campaigns.
b. Less Interruption: Compared to broadcast TV, cable channels usually have fewer commercial breaks, resulting in reduced ad clutter and potentially higher viewer attention.
C. Cable has smaller, more targeted geographic areas, whereas broadcast TV covers enormous territories.
2. Broadcast Advertising:
Broadcast television refers to traditional over-the-air channels that use radio waves to transmit signals. These channels are available to anyone with a television and an antenna, making them accessible to a wide audience.
Target Audience: Broadcast TV reaches a broad and diverse audience as it does not require any paid subscriptions. This medium is ideal for products or services with mass appeal and regional business draw.
Advantages:
a. Wide Reach: Broadcast television offers unparalleled reach, making it suitable for businesses seeking to reach a large and varied audience. If you were a tractor dealer with four locations throughout the market place, broadcast TV can be an excellent choice!
b. Brand Building: The widespread exposure of broadcast TV helps establish and reinforce brand identity, making it an excellent option for companies looking to build brand recognition.
3. Over-the-Top (OTT) Advertising:
OTT advertising refers to advertisements delivered through internet-based streaming services, bypassing traditional cable or broadcast distribution. Viewers can access OTT content on various devices, such as smartphones, smart TVs, tablets, or streaming devices (e.g., Roku, Amazon Fire Stick).
Target Audience: OTT platforms offer sophisticated audience targeting capabilities, allowing advertisers to reach specific demographics, behaviors, or interests. This makes OTT ideal for targeting niche audiences.
Advantages:
a. Enhanced Targeting: OTT platforms gather user data and preferences, enabling precise targeting, leading to higher relevance and engagement of ads.
b. Interactivity: Unlike traditional TV ads, OTT advertising can be interactive, allowing viewers to engage with the content directly, leading to better brand engagement.
So, in conclusion – which one of these is BEST for YOUR business? It’s an easy answer! Build a custom plan that’s suited to your business. Since no business is the same, rely on an expert with decades of TV advertising experience, such as your friends at Cup o Code! 🙂 We’ll always steer you in the right direction to grow your brand and sell your products and services using the extremely powerful and ever-changing medium of TV advertising!
