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COMPETITIVE MEDIA

Television / Video



Media Facts   Advantages   Disadvantages   Plus Radio   Glossary of Terms

Total TV/Video Advertising Advantages

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



Network TV Advantages

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



Local Spot Advantages

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



Syndicated TV Advantages

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



Ad-Supported Cable TV Advantages

In 2017, there were 98 million cable+ households in the U.S. according to The Video Advertising Bureau (VAB).

Geographic targeting is easily accommodated

Unlike Broadcast TV Networks, cable nets have programming available in all dayparts

Ratings have risen over the years as viewers migrated from broadcast TV platforms

Many channels afford niche programming with targeted demographics and psychographic attributes

Cable increasingly offering engaging, quality programming that broadcast networks wouldn’t attempt (Game of Thrones, The Walking Dead, etc.), creating high social buzz

All age groups now spend more time with cable than broadcast TV, with younger consumers spending significantly more time:

Highly affordable, with low CPM

Upfront audience delivery guarantees; also use engagement, commercial viewing as metrics in upfront

Fair pricing for short commercials

Product integration opportunities available to advertisers

Precise audience available through Nielsen PeopleMeter measurement, similar to broadcast networks



Satellite TV Advantages

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.

(Source: TVB, 2017 – wired cable figures include telco)

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.