Beginners tips for buying TV ads

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  • Hey everybody! It’s Lydia Lane from b2bsearchdirectory.com again. Just wanted to let you know what’s going on in my day. So, yesterday I was having a really great conversation with a perspective new client that’s asking us to look at their TV buying and planning…and in talking with him, I could kind of tell that he is a little bit new to the TV and media buying kind of thing; this is one of his first ventures in this.
    Very intelligent individual, just doesn’t have a lot of that experience. And it made me want to make this post on three quick tips when first looking at buying broadcast TV, for yourself or for potentially a client of yours.

    The first tip that I want to let you know is: Don’t just look at rates. Don’t just look at the cost of a spot in a specific program. Also factor in the cost per thousand or the cost per point. The cost per thousand is what it costs to reach a thousand impressions for a specific demographic. So, for example, if you are going to buy the 5am news for $100 and its going to reach 10,000 people, then you do some basic math to find out that it costs you $10 to reach 1,000 people for that program.

    The nice thing about that is you can take that $10 and look at another program, and you have an apples-to-apples comparison–because when you’re buying advertising, ya, you’re buying the programs to be in and everything like that, so you have that brand recognition that’s aligned with it and you also have that type of audience that likes to watch that, but you’re really buying people. I mean, that’s what you care about, that’s why you advertise, is to reach people, right? So, this allows you, on a very basic level, to say “It cost me this amount of money to reach 1,000 with this program, and this amount of money to reach 1,000 people with this program” and you can easily compare them.

    The next item that I would recommend, or my next tip…a lot of people are familiar with Nielsen rating points, and a lot of times when a TV station presents to a client, the information that they provide is off of Neilsen rating points or even ComScore, where it is the thousands and the rating points. There is so much more research and data that’s available to you nowadays. You don’t have to know the names of them, you don’t have to be like, hey I need a Scarborough report on XYZ, just know that you can say, hey this is really cool.
    I understand that I am reaching this amount of people, but I’m a Ford dealership, and I’m focused on my F-150’s,, I’m really interested in people who buy trucks.

    Can you give me any information on how you reach people that want to buy trucks. Or, I’m a restaurant, I want to reach people that are within a 3 mile radius of all my different locations. Come up with this questions and just ask them. It’s okay to ask them because a lot of times they have this information, especially if you’re in a larger market. But guess what? Even if they don’t have the information, they’ll try to figure out something to give you that kind of data most of the time, or they’ll be open and honest and say, listen, sorry, we don’t subscribe to that data, and then at least you asked, and you either get it or you don’t, but at least you just need to know to ask for the data you want because the research is out there, whether a station subscribes to it is a totally different thing.