Broadcast TV delivers major network programs as well as local news, sports and specialized programming. It’s a ‘brand safe’ environment due to strict FCC regulations on content parameters. It’s pertinent and ‘live’, meaning no on-demand for local News networks.
The beauty of broadcast TV other than its ability to reach people while in their homes in a large geographic area, is that broadcast TV is free to the viewer. This means a TV buy can reach across all socioeconomic status. Because of the relevant nature of local news, ads that run during local news segments have great reach and is very effective.
Local news channels have been able to incorporate several sponsored content elements during live newscast that allows your brand to be seen daily on-screen. When planning a TV buy we consider the elements that will reach viewers beyond the 30 second and 60 second ads. Promotional elements, as well as editorial content for weekend shows are all PR and ad elements that are considered. Our goal is always to utilize all the tools available to add value to your campaign.
Cable serves as a great alternative to broadcast television. It is similar to broadcast, where it delivers reach in a large geographic area, but it also allows audience segmentation based on targeted viewer interest in smaller geo-areas (specific zones).
Incorporating cable in your media mix allows for creative buying tactics. You can choose linear or spot scheduling, where you buy networks based on persona groups, opting for programming that is geared towards the attributes of the persona group you want to reach, e.g. HGTV, WE tv, TLC, OWN, or buying specific programs like a show, which would cost more.