When marketers don’t fare well in the Upfronts – the season for pre-buying ad space from networks – they shouldn’t have to worry that they’ll be paying more for less desirable slots in the Scatter market. That’s the attitude of one researcher. He says that local broadcast or spot TV is a good alternative in these situations and his recently published analysis shows why.
Analyst Brian Wieser at the Pivotal Research Group says the first advantage Spot TV ad buys hold over Scatter is price. Spot TV can be more cost effective than Scatter during certain day parts. This is especially true when considering a CPM basis and a DMA purchase for the early morning and late night time slots.
The second advantage to Spot TV is additional inventory. Marketers can do well by purchasing spots, especially during local news programming, that cover much of the national market. Doing so will allow them reach up to 78% of consumers who tune into local news programs regularly.
Wieser also points out that purchasing Spot TV in specific markets is more effective than Scatter for most marketers. A national ad is wasteful for a marketer that does not have a significant presence in all major DMAs. Even worse, running ads in markets where they don’t operate could spur consumers to seek the promoted products at a competitor’s location.
After reviewing Wieser’s analysis, marketers who are seeking to reach a national audience may want to reconsider the way they are making their TV buys after the Upfronts are over.[Source: Upending the Upfront/Scatter Duopoly. TVB.org. Web. 28 Aug. 2012]