MAM

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

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/11/prity.jpg?itok=E5Mjvjz1
Priority Pass introduces 800+ offers for its Members

Priority Pass, the original and market-leading airport experiences program, has introduced offers, which give Members access to discounts at airports across the world through its app and website.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/11/valay.jpg?itok=3yGhkklk
Kalpataru Mandates NeoNiche to Design and Deliver Their Event Marketing Initiatives

NeoNiche Integrated Solutions Pvt. Ltd, a 360-degree experiential marketing agency, recently won the events mandate for Kalpataru Limited. The account was won following a multi-agency pitch.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/11/Irdeto.jpg?itok=eeQdSVXq
Irdeto and African Wildlife Foundation Join Forces to Hunt Down Wildlife Crime Online

AMSTERDAM: The African Wildlife Foundation (AWF) and Irdeto have partnered to combat poaching and wildlife crimes online. The illegal selling of animal parts is the fourth biggest illicit industry worldwide behind drugs, counterfeit goods and human trafficking. These wildlife crimes not only...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/pra.jpg?itok=7TMSTsZx
Dentsu Webchutney launches new campaign for Platinum Days of Love

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/renault.jpg?itok=MbzWydTd
Renault India’s social experiment to reveal ‘Who are India’s worst drivers’

With the thought to find ‘Who are India’s Worst Drivers?’ Renault India along with its creative agency Law and Kenneth Saatchi and Saatchi recently conducted a social experiment in the streets of Mumbai and New Delhi by monitoring the traffic violations that took place every hour across some key...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/ipsos.jpg?itok=7n7JlNHU
Ipsos India launches TrueFace

Ipsos India has launched TrueFace, an indigenously developed recruitment screening app, for Qualitative research.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/adex.jpg?itok=IXs0lSCE
TAM AdEx reveals print, radio reducing spend on TV

A recent report created by AdEx, a part of TAM Media Research, has revealed how television medium uses others mediums i.e. print and radio for its own advertising and vice versa.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/ds.jpg?itok=wzKXoVWV
DS Group rolls out 3 new TVCs for Pulse candy

Taking forward its ‘Pran jaaye par Pulse na jaaye’ narrative, Pass Pass Pulse, the candy from DS Group, has rolled out another set of three commercials.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/vk.jpg?itok=TVX5nwvf
Artimas Fashions debuts One8 innerwear look of Virat Kohli

Artimas Fashions Private Limited, and licensee of One8 innerwear brand showcased the first look of its innerwear range today.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories