BY Rachel Cagle
Traditional cable TV subscribers may be waning, but pay-TV is in high demand. Many media companies are launching their own direct-to-consumer streaming services. So, if your clients invest in pay-TV ads, it can be difficult to decide where to spend their money. A recent study by Leichman Research Group features information that can help you and your client in your endeavors.
Are Pay-TV Ads Worth It?
Yes. According to Leichman Research Group, “70% of all households get a live pay-TV service (from cable, satellite, Telco, or Internet-Delivered vMVPD services).” And the demographics who subscribe to pay-TV tend to be ones with higher incomes.
Where to Place Your Client’s Ads
Leichman Research Group also discovered that pay-TV subscribers LOVE keeping up with news and sports.
News
Leichman Research Group found that 49% of adults in the U.S. view TV news as very important (8–10 on a scale of 1–10). That percentage gets even higher when comparing pay-TV subscribers to non-subscribers (56% vs. 32%). If your client is considering placing pay-TV ads during news broadcasts, they’ve made a good choice. 57% of pay-TV viewers who consider the news to be important have annual household incomes of over $75,000.
Who should your client’s pay-TV ads slotted during news programs be targeting? Leichman Research Group says that consumers over the age of 55 are most likely to view the news as important (66%). So, if your client’s target audience consists of older generations, ad placements during news broadcasts are the way to go. But that doesn’t mean that your clients still can’t appeal to younger generations too. 48% of consumers ages 35–54 consider the news to be important, and 32% of consumers ages 18–34 feel the same.
Sports
41% of adults in the U.S. say that sports are very important to keep up with on TV, says Leichman Research Group. Just like with news, the percentage grows when comparing pay-TV subscribers to non-subscribers (49% vs. 21%). Placing pay-TV ads during sports programming could be lucrative for your clients as 52% of consumers who view sports as very important have household incomes of over $75,000.
The demographic your client should be targeting with pay-TV ads during sports programs is fairly stereotypical. Leichman Research Group found that 49% of men say that sports are very important to them. Only 34% of women said the same.
More Data
Your pay-TV ad client may need more proof that buying ad space during news or sports programs will work for them. AudienceSCAN on AdMall by SalesFuel can provide the proof you need. Using this resources, you'll find key information about your client’s target audience:
- How effective TV ads are on influencing these consumers to take action
- The average time they are likely to spend watching TV on a daily basis
- Which types of sports they like watching on TV
- What types of TV programming are their favorites to watch
- How they are watching their TV programming (e.g. OTT streaming, phone company subscription, cable subscription, satellite subscription, over-the-air, etc.)
With this information at your disposal, you’ll be able to tell your client with certainty where they should be placing their pay-TV ads. You’ll also find more demographic information on your client’s target audience so they'll know who to fashion each ad for.
It may be time to switch up your client’s pay-TV ad strategy (or even establish one if they haven’t been using these ads!). Armed with this data, you’ll be able to design a killer ad campaign that will give your clients the results they’ve been looking for.
Photo by Clement M.