Challenge: How to show that the media group advertising spend is worth it
Kristen Robinson, an account executive for Spectrum Reach, is a multiple time Sell Smarter! Award winner, but even the most successful sales reps run into a brick wall from time to time. Such was the case when she was setting up a media group advertising campaign.
“It’s a statewide public media network and they are connecting North Carolinians to their communities and the world at large,” said Robinson. “I have been working with this media group for the past 4 years. Each year, they placed by the month. I tried to get them to place annuals, but they never [did]. Their biggest challenge was branding and getting viewers to know who they are again. I specialize in this.”
Solution: Present AdMall’s AudienceSCAN survey
Having closed multiple sales using AdMall, Robinson knew that for the media group advertising campaign, the best option would be to present AudienceSCAN data to them.
“[I used] AudienceSCAN [to overcome their concerns],” said Robinson. “Lifestyle and purchase intent were a huge help. For 2023, with a lot of hard work, and months of planning, they are doing a TV and digital campaign.”
Result: A huge annual sale, with more expected revenue to come
Robinson’s pitch of TV and digital was a rousing success, as evidenced by the year-over-year increase for the media group advertising spend.
“In 2021, they spent a total of $24,000 for the year, digital only,” said Robinson. “In 2022, they spent $48,535 total, [and in 2023] it was $110,000. That doesn't include what they will spend with other initiatives they have. I would say this is the biggest win so far. I have others but this is the biggest increase in revenue. I anticipate another $50,000 added next year.”
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 14th year, this in-depth analysis of over 15,080 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.
More About: Television Stations
In general, sources of revenues include national, regional and local advertising. Some of these businesses also broadcast via internet sites and earn ad revenue as a result. Local stations may also resell content they produce, such as local news, to other broadcast entities or cable networks. Additionally, revenue may be generated from grant funding, retransmission fees, television studio productions, or leasing space on their antenna towers. TV advertising revenues typically spike every other year, due to Olympics and political ad spending.
The primary customer base is marketers that typically want to advertise to specific demographic groups who may be watching TV at specific times during the day. Some stations use data from Nielsen which has established 210 designated market areas (DMAs) to track, estimate and rate audience demographics. Other stations may use other services based on the US Census Bureau's CBSAs (core-based statistical areas). TV stations use this data to make guarantees to marketers regarding how many people and what types of people are watching programming.
Local TV stations are under increasing financial pressure since the advent of the internet.
Advertisers continue to place advertising on alternate forms of media because consumers have more viewing options. Local TV stations continue to develop relevant local content to counter the trend as they diversify to other revenue sources.