Cable TV Advertising Buys
Everyone hasn't cut their cord yet.
Cable TV Ad Buy Overview
Cable Television Advertising remains a valuable tool for businesses seeking targeted audience reach. Despite headlines about cord-cutting, cable TV continues to offer unique opportunities for advertisers. By placing ads on popular networks like ESPN, CNN, Fox News, HGTV, TBS, Hallmark, and Discovery, companies can effectively engage specific demographic groups and interest-based audiences.
While not suitable for every business, those who strategically use cable TV advertising can see significant benefits in audience targeting and brand visibility. Cable’s diverse programming allows for more precise placement than broadcast television advertising, ensuring your message reaches a more targeted audience.
OEPMA offers cable TV media buying services, utilizing years of experience. Our knowledge of the medium enables us to develop strategies tailored to your business.
If you’re considering cable TV advertising to grow your business, reach out to OEPMA.
Our team is ready to help you craft a strategic cable television campaign that aligns with your goals and budget. From identifying the right programming to negotiating placements, we’ll ensure your 30-second spots find their perfect home to foster growth.
Frequently Asked Questions About Cable Television Advertising
What is cable television advertising?
Cable Television Advertising involves strategically placing video advertisements, typically 30 seconds in length, across a variety of cable networks. This includes popular channels such as ESPN, HGTV, Fox News, Fox Business, CNN, MSNBC, TBS, and TNT, as well as more specialized stations.
By leveraging these diverse platforms, businesses can reach targeted audiences through engaging visual content during cable programming.
What is the advantage of cable television advertising?
Cable television advertising offers a key advantage: a wider array of channels with niche programming. This translates to more precise audience targeting for advertisers. The main difference from broadcast TV is in the numbers – cable typically reaches smaller, but more specific audiences due to its specialized content.
For businesses with products or services tailored to specific demographics, cable can be highly effective. For example, if you’re targeting men, advertising on ESPN might yield better results than a broad broadcast buy. Similarly, home service businesses might find HGTV a more suitable platform for their ads.
In essence, cable TV provides a more detailed audience profile, but with a trade-off in overall reach. You get a more targeted viewer base, but in smaller numbers due to the specialized nature of cable programming.
Is cable television advertising cheaper than broadcast television advertising?
“Cheaper” in TV advertising isn’t always meaningful when your goal is brand exposure. Whether it’s broadcast or cable, higher viewership means higher costs, period.
Depending on your offering, you might find more cost-effective spots here and there. But fixating on “cheap” in cable or broadcast is misguided.
Cable is often “cheaper” due to smaller audiences. But your cost per thousand might be higher because you’re hitting a specific demographic. So “cheap” depends on your definition.
You could negotiate a deal with thousands of commercial runs on cable or broadcast. But if nobody’s watching or the channel doesn’t match your demographic, it’s pointless. It might look “cheap” on paper, but it won’t drive business.
The key is finding the right balance between cost, audience, and relevance. The key is in the negotiated cost per thousand impressions (CPM). Don’t let a low price tag fool you into ineffective advertising.
How does cable television's geographic targeting capability compare to broadcast TV?
Broadcast TV buys are based on DMAs (Designated Market Areas). When you place a broadcast ad, everyone in that DMA can see it, even if your business doesn’t serve the entire area.
Cable TV offers more flexible geographic options:
- Multiple cable companies may offer advertising within a single DMA.
- Cable companies often provide zone targeting within their coverage area.
Zone targeting benefits smaller, local businesses. For example:
- You’re a burger joint in the northern section of a city.
- Broadcast ads waste money reaching viewers too far to be regular customers.
- Cable zones let you target nearby areas at lower rates.
Cable TV geography can get complex depending on your target area. If you’re stuck, contact OEPMA.
We’ll get the details on your desired market and help navigate the options.
It depends on your specific situation. Frankly, cable TV isn’t the best fit for most businesses. We often recommend other advertising methods before considering cable television.
However, cable TV can be effective for:
- Larger businesses looking to boost brand awareness
- Local businesses wanting TV exposure without the large audience and reach of broadcast television
- Companies targeting specific demographics (e.g., sports fans, men via ESPN)
- Home service providers (advertising on channels like HGTV)
- Luxury goods or services (targeting high-income viewers on certain networks)
- Regional chains expanding into new markets
- Professional services (law firms, medical practices) seeking to brand build
- Automotive dealerships reaching car enthusiasts
- Financial services targeting business news viewers
- Tourism and hospitality businesses in specific regions
The key is aligning your business goals with cable TV’s strengths: targeted reach and brand building. Before deciding, consider your budget, target audience, and overall marketing strategy. Cable TV should complement, not replace, other marketing efforts.
If you’re considering cable TV advertising solely because it’s the cheapest way to “be on TV,” we strongly advise you to contact us first.
Making advertising decisions based on perceived low cost alone often leads to wasted budgets and poor results. Let’s discuss your goals and ensure your marketing spend is truly effective, not just cheap.
How much should my monthly budget be for cable television advertising?
Consistency is key. A one-time $10,000 blast on cable TV won’t do much. TV advertising is generally a long-term brand building exercise.
If you’ve only got $5,000 for a one-time spend, forget TV. It won’t work for 99% of businesses. However, if you can commit $5,000 monthly for 12-24 months and want to expand your reach, cable might make sense.
$5,000 is just an example. Market size matters. In a huge market, $5,000 is nothing. In a small market, it might be significant.
The bottom line: There’s no one-size-fits-all budget. It depends on your market, goals, and long-term commitment.
If you are seriously considering cable TV ads, Contact OEPMA. We’ll get specific numbers for your geo-targeted areas so you know exactly what you’re getting into.
