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Advertising on cable TV offers you unmatched precision and
flexibility, ensuring that your message ends up where it will
do the most good - your future customer. Here are just a few
reasons why advertising on cable is right for you:
Cable's
audience keeps growing.
Cable reaches more than 78% of all households
in the U.S. - and continues to grow. Cable television’s
U.S. household ratings are climbing annually - up 10% between
1997/98 and 1998/99 alone, reflecting the growing appeal of
cable programming to viewers throughout the nation. New networks
and original programming are appearing all the time, drawing
still more viewers.
Compare
this to broadcast TV, whose household share has steadily been
declining - down from 81.5% in 1985/86 to 47.5% in 2000/01.
Radio listenership has decreased in recent years, due in large
part to a lack of new and innovative programming. Newspapers
are feeling the crunch as well, with daily U.S. newspaper
circulation dropping over 10.5% in the past decade.
Cable
delivers the demographics.
Cable households are much more likely to make
major purchases in key product categories such as home furnishings,
clothing, groceries and new cars than non-cable households.
Cable
households tend to be "early adopters" and are much
more likely than non-cable homes to acquire new communications
and entertainment technologies, including online services,
personal computers, software, cellular phones and large screen
televisions.
Cable
delivers better "mainstream" demographics than non-cable homes.
Cable households, for example, index significantly higher
on $50,000+ HH incomes, college education, full-time employment
and home ownership. Cable television also reaches a higher
concentration of households with upscale characteristics.
These include $75,000+ HH incomes, frequent flyers, owners
of stocks and luxury cars and professional/managerial occupations.
Cable
can target your market.
The wide variety of high-quality programming
offered on cable spans every genre and interest - comedy, kids,
sports, information, home, drama, movies, music, entertainment,
food, news and more. Genre-based and special interest channels
provide the perfect venue for advertisers to tap into a concentrated
audience of compatible consumers. Market your sporting goods
business on ESPN, your record store on MTV and VH-1 or your
kitchen supplies on Food Network. Advertising on cable can get
your message to the people who are most interested in your product. |
