Dear Advertiser/Marketer,
In 2007, strategic media planning pros will be relying on Cable television even more heavily as their lead video advertising option, with good reason(s).
The simplest reason for using ever-more Cable to do the lion’s share of reach and ratings tasks is that these media pros will again “following the viewers” – the perpetual migration of TV viewers from Broadcast options to Cable brands, with 2006 being another year where Cable TV brands drove the overall growth of television viewing, despite another year of audience declines in Broadcast.
What will accelerate is the trend of doing “Cable First” in the creation of video solutions to a marketer’s higher-order deliverables in advertising.
The practice of doing “Cable First” has been driven by the profound strength of Cable brands, the environment of personal attachment to video content that connects viewers to their passions. Strategic planning practitioners are planning the full range of branded linear and non-linear Cable platforms first, as the critical foundation of their video plans.
Knowing ever-more about the geographic buying patterns of their client’s best customers, the Cable First practice allows for the best deployment of messages in all of geographic market definitions that Cable can activate advertising in: nationally, at the DMA-Interconnect level, in Zone Cable markets down to the neighborhood, or with customized market/message insertion techniques that are executed only in Cable TV.
It’s "Cable First" for...
- Linear :30 Branded TV
- Best National Reach-Building Economics
- Interconnect & Zone Cable
- Hyper- Targeting
- On Demand – Nationally and Locally
- Marketing Extensions
- Web Properties
- Deeper Consumer Connections – Pursuits, Passions, Personalization
The 2007 TV fact book provides the data detailing Cable Televisions leadership position in today’s Video World...Cable First.
Regards,
Sean Cunningham
CEO& President
Cabletelevision Advertising Bureau
LEARN MORE:
CABLE GROWTH CHARTS:
CABLE VIEWERSHIP CHARTS:
CABLE MARKETING & MEDIA PLANNING CHARTS:
Archives:
2006 TV Facts
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