Online advertising cannot be all things to all marketers. Evidence to support that argument can be found in the latest release from Beta Research which finds that media buyers will be increasing their cable TV ad buys in 2011. In studying this topic, analysts found that programming quality, client services and desirable programming environments play a role when marketers determine where to place their buys.
The Beta Research study focused on both media buyers and marketers and found that nearly 1/3rd (30%) will spend more on cable TV in 2011. This spending level compares to last year’s rate of 21% who planned an increase. Cable networks which will benefit most from the spending increases include:
- Food Network
- USA Network
Networks with the most creative/innovative multi-platform opportunities included ESPN/ABC Sports, Discovery Networks, Scripps Networks and The Weather Channel. Programming environments most desirable to the surveyed group included Discovery Channel, Food Network and ESPN.
However, the Beta Research survey shows only part of the cable TV advertising picture. On the local-direct side, a just-released Ad-ology Research survey of 752 owners of U.S. businesses with fewer than 100 employees found 15.0% plan to spend more on cable TV advertising in 2011. Another 22.9% plan to spend the same amount as they did in 2010. Only 2.9% plan to spend less. That said, 59.3% of those who spend at least $1,000 on advertising say they do not use cable TV.[Sources: Layafette, Jon. Survey: More Buyers Plan to step Up Cable Ad Spending. Broadcastingcable.com. 11 Jan. 2011. Web. 18 Jan. 2011; 2010 BETA RESEARCH AD EXECUTIVE STUDY –EVALUATION OF BASIC CABLE/BROADCAST NETWORKS. Beta Research. 12 Jan. 2011. Web. 18 Jan. 2011; 2011 Small Business Marketing Forecast. Ad-ology.com. 18 Jan. 2011. Web. 19 Jan. 2011]