Cable advertising has the additional benefit of delivering the sponsor with a much more demographically narrow audience. Call it an audience whom you can see virtually which is probably not possible with broadcast audience. To put it simply, it has given advertiser a choice. So if someone is targeting sports freak he can purchase spots on sports channel. In the process purchasing commercial time directly from national cable network became hot. In local cable advertising local merchandisers bought spots from local broadcasting stations. And over the years cable has substantially increased the use of local advertising.
Though their niche differences are evaluated in their microdimnesion concept a strong competition does evolve between national broadcast television and cable companies. Where advertisers in network TV bought sheer audience size in volumes, in the cable advertisers bought specific demographics like age or gender or certain socio economic classes.
Kim T Gordon writes No need to spend millions to get on the big networks–reach your best customers with these 5 simple steps for launching a cable ad campaign.
You can reach a wide yet qualified audience by creating your own cable TV ad campaign. Just follow these five steps:
1. Define your audience.
2. Contact the cable systems.
3. Identify the right programming.
4. Make your buy.
5. Produce your spot.
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