How to Negotiate Cable TV Advertising?
A small business can get a big boost from placing spots on cable television channels. Cable broadcasts offer a way for companies to target key customer bases. Even though your commercial might be a low- or no-budget production, it can pay off with nice exposure to a potential client base in your market. To get the most for your money, though, you will have to know how to negotiate with the network to place your ad.
Types of Cable Advertising
There are two types of cable television advertising: “spot” and “network.” Buying commercial time on a cable system in a specific city is known as spot cable. A network buy puts your ad on a national cable channel like sattelite channels, regional language channels or in local cable tv channels, allowing viewers across the country see it. Network buys are more expensive. For most small businesses, a spot buy will usually be within budget and cover the company’s customer base. Typically, cable ads run 30 or 60 seconds. Depending on your budget and product, a short ad can be just as effective as a longer one, but at less cost.
Choose Your Channel
With niche programming, cable television can help a small business target a specific customer demographic. Perhaps you want to focus your campaign on high-income earners. Maybe you want to appeal to soccer moms or young people. It’s easy to do – just choose the right channel. The cable operator can provide you with demographic details for cable channels. The channel you select for your commercial affects negotiations for the best rate. Premium channels that reach more homes and more viewers are more expensive and less negotiable than niche channels that are available to fewer viewers.
Get Ad Rates
A wide range of ad rates are available for cable television. A small business may pay depending on location, number of commercials, duration of the buy and channel. The small business owner should use these factors in the negotiation. For example, if your business is located in a remote market and you want a year-long package of commercials on a niche channel, you can negotiate a less expensive rate than a larger market with a month-long buy on a premium channel. Overall, cable is much cheaper than broadcast TV.
Work a Deal
Cable television ad rates are highly negotiable. Few media buys are made at published rates. Small business owners should negotiate with sales people at their local cable company. Use your negotiation skills and the law of supply and demand to save money. If a cable system has open commercial slots, rates fall. Other strategies to keep in mind: the ability to negotiate a lower rate grows as market size decreases. The later the hour, the less expensive ads become. You’ll get better rates when you negotiate packages of multiple spots. Because cable commercials are less expensive than broadcast, a small business can spread its ads over time slots and usually run them multiple times, a requirement for successful advertising. But remember, the best deal may not be the cheapest one. Your commercial should air during times you feel your customer base will see it.