Transcript
Why Advertise on Cable? Geo-Targeting Capabilities Specify geography down to the cable system. *Run two or more ads to different market segments simultaneously. Flexible Scheduling Choose which networks and which programs best match to your brand target viewers. Local One-Stop Shopping One phone + one contract + one invoice – across MSOs, markets, and networks. Targeted Reach Reach upscale consumers in your most important markets, on the most targets media channels available. Advanced TV Opportunities Interactive TV – Video on Demand – Program Guide Billboards *Only in Local Cable Promotional Opportunities Easily create targeted promotions matching the right networks with the right consumers. Buying Efficiencies Eliminate waste by reaching the right people at the right times and during the right programming. Atlanta
The Value of Cable Advertising
Deeper Consumer Connections Cable connects to viewers who actually are purchasing today’s products. Not only do cable viewers buy, they buy more and spend more. They are above average consumers of most product categories and services. Depth of Target Reach Cable can target a desired audience demographically (by sex, age, or income) and pursue audiences according to their interests and lifestyles. Local Media Vehicle “You get what you pay for” as Cable can target a desired audience geographically – as small as zip code or as large as a television DMA. Cable can support local retail trading areas with minimal waste.
Atlanta
Keeping the Retailing Experience Closer to Home
The majority of heavy commuters shop closer to home than work. Nearly 60% of people who travel over 30 minutes to work each way, known as super commuters, tend to choose stores closer to their homes for shopping. Onethird of super commuters shop half the time at stores near their homes and the other half at retailers near their places of employment.
Atlanta is one of the top commuting cities in the U.S., with nearly 30% of adults working full-time in Atlanta spending 30 minutes to an hour traveling to work. Over 20% travel between 250-500 miles in a week. This puts a significant amount of Atlanta in the “heavy commuters” category which means they prefer to shop closer to home or work. Cable is one of the few mediums that allows for geographic targeting.
Source: Scarborough Data, Atlanta DMA, Feb09-Jan10. Adults 18+ Employment Status: Employed Fullt-Time (35+ Hours) Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
Atlanta
Cable Television Is the Only TV That Allows Geographic Targeting 92% within 5 miles 83% within 4 miles 60% within 3 miles
o 92% of sales come from within 5 miles of the typical store o Cable’s geographic precision helps you hit your target consumers o You can finally spend less to advertise, and reach your best customers!
Where Your Customers Come From
Source: Cornell University
Atlanta
