How to Negotiate Cable TV Advertising
The attention-grabbing nature of television commercials is just one of the reasons why this particular medium is so coveted among businesses, regardless of size or industry. Despite the overall decline in U.S. ad spending, Nielsen reported that cable television was the top-gaining medium in 2009. Why? Cable TV spots cost a lot less to produce than those created for traditional network television. Entrepreneur reported that costs for cable TV spots can range anywhere from $8 to $2,000. Of course location, stations and quantity of purchase are all variables that need to be taken into consideration.
But more importantly, cable television provides access to highly targeted niche audiences by leveraging unique channels instead of programming like network television. The Food Network, Bravo and ESPN are all examples of cable television.
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Instructions
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Gather information in order to define media objectives and the target audience. What do you hope to accomplish by advertising on cable? What type(s) of people use your product or service? This helps set benchmarks to measure the effectiveness of the media buy, both during and afterward.
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Figure out which cable channels are most relevant to the target audience. A lot of times, general information about website traffic and a simple demographic profile of their audience can be found online. Search for each cable channel's Web page and scroll to the bottom. Generally, this information can be found within the "advertise with us" link. Take notes, so when you contact a sales representative and start discussing possible media initiatives, you will be able to cross-reference the information they give you with your research.
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Call the cable channel and get in touch with a sales rep in your area. They'll probably ask you about the product or service, how much you want to spend and who your target audience is. Make sure you ask if they have any special offers, such as bundling programs or discounting for cash payments. They should provide you a variety of content options that coincide with your budget. It's perfectly normal to have the media plan revised numerous times before settling on a final plan. Take your time to review and understand what that the cable channel will deliver, prior to signing the insertion order (i.e. contract).
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Be proactive throughout the campaign. Make sure you hold the media company accountable for its contract. Track placements to ensure delivery. If they miss a placement, make sure that they give you a make-good. A make-good is an equivalent ad unit offered at no charge when a spot either runs improperly or just plain doesn't run at all.
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Tips & Warnings
Most costs associated with cable TV advertising are directly linked to production costs. The better prepared you are, the better off your pockets will be.
References
Resources
- Photo Credit tv image by martini from Fotolia.com
