Saturday, December 31, 2005

2006 TV Buying Ideas, Ratings

If you plan first quarter TV and can't afford Super Bowl prices, cable is a very viable option. Country's female target watches a lot of TNT, USA Network, Lifetime, Food Network and HDTV. You can still get 350+ GRP levels at reasonable prices, I've found, if you use broadcast TV very selectively for reach against your target and then support it with the right channels on cable. (You may not need to buy spots on CMT or GAC, for example, since you probably already reach those same folks on your own on-air self-promotion! So, be sure to air the audio portion of your TV spot on your station to improve the frequency of your message.)

Suggestion: do web-based, auditorium music test or callout-based poll to ask your listeners what their favorite TV shows are, then place your buy based on an index of that data and the latest TV ratings data. There's no sense doing TV if you can't dominate the channels and programs that your target views!
TNT Ends 2005 on Top as Most-Watched Ad Supported Cable Channel
(From Mediaweek) - Not only did TNT conclude the year as the most-watched ad supported cable channel, the network also has the most viewers in the 18 to 49 demographic (1.17 million) and the 25 to 54 demographic (1.24 million) for the fourth year in a row. USA Network placed second, and FX's Nip/Tuck was the most watched show among 18- to 49-year-olds, according to Nielsen Media Research. -
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That's a Wrap: GM Wraps HQ for Super Bowl - A Month before the Big Game
(From AdAge) - The Super Bowl isn't until February 5, but don't tell that to General Motors. The company has wrapped its Detroit headquarters in a 24,748-square-foot wrap that covers 20 stories of the building. The ad was given a seal of approval by the City Council but the National Football League and the Super Bowl XL Host Committee fought against the wrap, hoping to protect its sponsors from what it deemed "ambush marketing." -
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Nielsen Finally Issues New Ratings, 'House,' 'Medium' Get Biggest Boost
by Wayne Friedman
Nielsen finally released a complete set of its new ratings including DVR playback, and the initial impact has been statistically negligible. The data, which measured viewing including DVR playback that occurred on Monday, was released on Thursday, two days later than Nielsen normally releases its so-called "overnights." When comparing Monday's "live" viewing to the "live plus the same day of DVR playback" viewing, there was little difference. -
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