|
Two full generations
of consumers have been raised on 'the tube.' Television has given us Captain Kangaroo, The
Clampett's, Bart Simpson and a host of "Friends". Baby Boomers (34-50 year olds)
and Generation Xers (18-33 year olds) grew up with television, and the medium continues to
attract new, young audiences. For an advertiser, a television commercial gives your
business a 'larger than life' persona, putting you in the same category as Coke, Ford and
Delta Airlines. Broadcast Television still
enjoys the largest share of television viewing. The up side is that network programs have
the most viewers; the down side is the cost for an advertiser to place a commercial in the
top-rated programs.
Cable Television is growing in popularity,
largely because most American households now get at least basic service and spend more
than half their viewing time watching cable. For small advertisers, cable is a very
cost-efficient option because you can place your ads almost on a zip code basis; placement
in specific zones that eliminates waste-exposure.
Many advertisers prefer cable because it is a
lifestyle medium. That means advertisers may target consumers and businesses whose
demographics match what sellers are looking for. Niche networks catering to everyone from
history buffs to rock music fans allow an advertiser to effectively reach the consumer
most likely to buy a particular product or service. For example, younger shoppers are more
likely to watch MTV than read a newspaper.
The
"PLUS" & "MINUS" side of Broadcast & Cable Television. |
