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Making the Most of Cable TV

Increase your company's profile and marketing by making the most of cable TV

By Kelley Keith
Cable television just a few decades ago was struggling to become an industry player in the face of traditional network television. Now there are so many channels available in the cable television industry that your business can target specific demographics by advertising on any of the hundreds of viewing options. Most cable TV companies offer a demographics and tracking package so that you know who watches what channels and if they respond to your advertisement. In addition, the local and regional cable television companies offer local advertising packages.

Cable companies now are beginning to work in conjunction with major networks. These network television stations either purchased cable TV networks or started specialized networks own their own. To take advantage of these relationships, your business could run both local and national advertising campaigns on both network and cable television through the same outlet. To succeed in making the most of cable TV, there are few items you should consider, such as:
  1. Use cable TV marketing and advertising tips to maximize marketing exposure.
  2. Contact associations that represent the cable television companies.
  3. Research cable television services companies.

 

Learn how cable TV advertising operates

Advertising on cable television can boost your business. However, you need to know what channels or programs are best for your company's product or service, what time to air the ads and the best pricing for the advertisements. Use professional consultants if your time is limited or research website information if time isn't a constraint.
Try: Submit a registration form to receive a cable-advertising guide from Spot Runner. Learn more about cable TV services at DrNunley's Marketing Tips. Contact the professionals at Media Associates for help in maximizing your advertising.

Call national cable TV associations for advertising assistance

Associations are not only a great reference source; you can often find business cable TV services with a national reputation. These associations offer best practices information on cable TV and help with overall advertising strategies.
Try: Use resources available at the National Cable & Telecommunications Association or the Cable & Telecommunications Association for Marketing to learn more about cable television and help your company take advantage of advertising opportunities.

Identify regional or national cable TV companies

To get the most coverage from your cable TV advertising it's a good idea to research large cable TV companies. Through large cable TV companies, you typically have two options: you can purchase national airtime or contact the national company's local outlets to roll out smaller advertising campaigns. Both options give you some latitude on just how to maximize cable TV for your business.
Try: Get information about national advertising opportunities at the Time Warner Cable advertising sales department. Check out Comcast Cable Company to learn more about how cable TV services can benefit your business.

 

  • Before you air any advertisement on cable television, test market it with a focus group. The advertising message may seem effective to you or the cable TV company, but the public may have an entirely different reaction.

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