Local Television Advertising—Benefits & Resources
Posted by Lisa Lucas on Mon, Jan 24, 2011 @ 02:06 PM
Television continues to offer the greatest reach of all local media channels, and its ads are characterized by sensory impact and emotional engagement.
As an awareness medium, television advertising performs well in multi-channel campaigns designed to inform and persuade through different media and conversion paths. Key attributes of television advertising are that it's
- Targeted (geographically, demographically, psychographically),
- Emotionally engaging through sensory impact and storytelling,
- A connection to consumers through their involvement in the surrounding programming,
- An “intrusive” medium that makes an immediate impact through sight, sound, and action, and
- A medium designed for high-impact branding.
Broadcast TV Resources
Broadcast television offers extensive reach and full DMA coverage for advertisers.
For reports on the reach of television advertising and how ratings and rankings work, see the Television Bureau of Advertising’s Facts & Figures and Market Profiles, or Nielsen’s Insights and audience Measurement.
Cable TV Resources
Local cable advertising provides ever greater ability to segment and target an audience based on demographic, programming, and location.
Original, engaging programming brings high audience involvement and viewer loyalty for local cable tv advertising.
Local cable television reaches a generally higher income audience with more niche programming and specific geographic targeting.
Cable Advertising Bureau (CAB) provides an extensive library of resources for planning and buying local cable tv advertising. Here are four key resources from CAB:
What are your favorite local television advertising resources? Join in the conversation--sign up today to be a member of adve.nu, an online community for local advertisers.