US Cable networks steal a march over b'cast counterparts in ad efficacy

MUMBAI: In an increasingly fragmented and cluttered television environment in America, advertisers are constantly seeking the most effective way to mamise the bang for their buck. If a recent study is any indication then advertisers would do well to look increasingly at cable networks.

Ads work better on cable than on broadcast network television in the US. There is a marked difference in attitudes toward advertising on broadcast and cable networks. These findings are contained in a study which had been commissioned by the Cabletelevision Advertising Bureau in the US.



Conducted by Knowledge Networks/SRI the findings contradict long-held notions of TV viewing. How People Use TV 2004 compares broadcast and cable viewer patterns, preferences, and responses to advertising on the telly. The presentation was made at the National Cable and Telecommunications Association (NCTA) convention.

Viewer perception: Ads work better on cable. Forty three of per cent viewers said that they were inclined to buy products from advertisers on cable networks, whereas 36 per cent would buy a broadcast advertiser's brand. Similarly striking is the difference in perceived clutter. One-third of adults 18-49 said the volume of ads on broadcast networks detract from their enjoyment of programming, compared to 23 per cent for cable shows.

Viewer perception: More bad news for NBC, ABC, CBS and Fox. Viewers see cable as being more central to their lives. From how networks fit their lifestyles to what programming dominates water-cooler conversations, the majority of viewers cite ad-supported cable channels over broadcast networks. For example 57 per cent of viewers said cable networks consistently showed the best programmes. A meagre 19 per cent took up for broadcast networks.

Primetime isn't the same for all demos. For instance, men 18-34 tune in from 10 pm to 1 am. Thus a lot of the shows that they watch are not considered primetime by advertisers.

All exposure is not created equal. The basic message of the study is that at a time when 50 per cent of American homes have three or more televisions and 78 per cent of viewers are

doing something else while watching TV, advertisers need to be airing their commercials on the networks and programmes that get people's attention.

KN/SRI provides regular reports and analysis on consumers' use and ownership of media and technology. The Cabletelevision Advertising Bureau represents almost all of America's ad-supported cable networks and system operators that serve more than 90 per cent of all US cable subscribers.

Latest Reads
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories