Is deliverable 24/7
Combines all the elements of sound, sight and motion to deliver a powerful impact on the senses
Is intrusive, comes directly to the viewer for immediate impact
Can be placed in a programming environment that complements the brand or retailer’s business or message
Allows for repetition of messaging with a defined timespan
Exclusivity of product category is usually available at a price
May reach consumers who tend not to access any other form of media
Has largely moved away from seasonal viewing shifts as networks rose to challenges presented by independent stations and cable over the years, creating more program options and rolling out first-run programming even during summer months. Nielsen trends now indicate that peaks in winter months and valleys in summertime have leveled off to relatively flat year-round ratings.
Growing use of alternate video devices (computer, tablet, streaming services) creates an opportunity
VOD (Video on Demand) opens growth area for consumer usage and awareness
Reaches virtually all U.S. markets, households
Broad reach allows for fairly rapid cume build across a schedule
Network programming is available in most dayparts
Time buying and post-buy analysis are relatively easy compared to other TV platforms
Attractive, high-visibility sponsorships are available
Nets and program producers are increasingly offering product placement and digital sponsorship deals
Pricing for short commercials is fair
Primetime hours are relatively uncluttered with commercials. Clutter rates had risen earlier in this decade but have stabilized more recently
Upfront audience delivery guaranteed on broad demographics
Audience research through Nielsen’s PeopleMeter provides a degree of precision in data compared to most other media.
Nielsen’s commercial ratings give advertisers an ad-relevant overview
For local market advertisers, the small number of local channels makes selecting programming and buying time relatively easy
Advertisers can usually buy time in any daypart
Geo-targeting capabilities are available
Local TV stations offer community sponsorships and location-based opportunities to drive traffic to retail locations
Short ad units (:15s) are accepted by most local stations, unlike on network TV
Nielsen to intro new product-use interface with local TV ratings
Buying and tracking is simple, much like broadcast networks
CPMs are usually lower than broadcast nets’ – but higher than cable
Guaranteed CPM delivery for upfront buys, similar to network TV
National breaks have less clutter (and less zapping)
Syndication audiences may be the most ad receptive of any TV platform
Certain syndication formats (dating shows, sitcoms) are effective at targeting younger audiences
As of November 2017, Alternate Delivery Systems (ADS) such as satellite TV had attained 29.8% penetration of U.S. TV households versus 50.6% for wired cable; in November 2000, that ratio was 11.4% versus 70.2% respectively.
Satellite TV delivers programming via communication satellites and is received by an outdoor antenna, typically a parabolic reflector called a satellite dish. Satellite TV is available anywhere that a dish can be installed to face south, whereas consumers must live within an area served by a cable provider in order to access service. Satellite is the only option in many rural areas.
Satellite and cable TV frequently offer the same channels (including premium channels such as HBO and Showtime), but satellite TV’s basic package (approximately 200 channels) is equivalent to a premium cable package, making satellite the better value-for-dollar option.