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Why Planning a Local or National Radio/TV Advertising Campaign Can Help Take Your Company to the Next Level
The Power of Local Radio/TV Advertising
Many say that television isn’t what it used to be. They are right…it’s better. Television remains the American consumer’s top media choice for news and entertainment. People are spending more time with traditional TV than with any other medium, and advances in new technology are offering more ways to access and enhance the TV-viewing experience. The fundamental changes that are reshaping the viewing landscape are playing out differently across local markets – meaning localism matters now more than ever.
Consumer competition is fierce. TV advertising is one of the best ways to get the attention of potential buyers. Afterward, the advertiser may seek to foster awareness, the first step necessary to encourage prospective buyer action.
Why Local Radio/TV Advertising Is Important
- All consumer purchases are local
- Every brand has geographic areas of opportunity
- Geography is often more predictive of sales than demography
- Loyalty is built not just on familiarity, but also on availability
- Brand loyalty relies on trust – and people trust their neighbor’s opinions and experience
- Local retailers are trusted resources for inventory and product knowledge
- People trust their local broadcasters’ information and community involvement
- Local television ads are a key driver for digital traffic and online sales
- Local television stations connect across all platforms, reaching consumers where they live, work, and play
Much like Google’s reach within the local SEO and digital space, national broadcasters FOX, CBS, ABC, and NBC reach over 120 million viewing households and almost 300 million individual viewers. TV succeeds at reaching almost everyone. Advertising Age says it reaches an astounding 95 percent of U.S. consumers.
Businesses that can afford the cost of 30-second spots during the Super Bowl enjoyed increased brand attention at a time viewers are feeling good. When viewers like the advertiser’s commercial, they are statistically more likely to buy the advertiser’s product or service.
Of course, not all advertisers want to reach every man, woman, and child in America. By segmenting potential viewers by age, race, and gender groups, advertisers select specific programs, channels, and networks for the best potential results.
Cable TV’s share of advertising spends and revenues have continued to grow over the past decade. Satellite TV has also contributed to cable penetration growth. About 75% of American households have cable. Cable audiences have actually grown as media researchers predicted their demise. Cable programming—or the focus on content, content, content—is a natural fit for marketers in search of the narrowest target audiences.
Narrowcasting on special interest cable channels, including cooking, fitness, health, history, shopping, or home and garden, allows marketers to successfully niche market to an almost unlimited array of specialized audiences.
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