Marketers to Use Cable TV to Boost Holiday Sales

Digital media may be getting all the buzz lately, but traditional formats, like cable TV have plenty to brag about. The 2013 Holiday Cable Advertising TVviewerStudy just released by Viamedia, and conducted by Harris Interactive,  has found that cable TV advertising influences consumers in a big way, especially during the holiday season.

The Viamedia research is based on the opinions of over 2,000 U.S. consumers over age 18. The goal of the research was to determine the significance of cable TV ads in terms of being memorable. Researchers also wanted to learn whether marketers can do anything to increase the power of their cable TV messages.

Currently, about 89% of consumers subscribe to cable TV. In total, about 54% of these folks admit that TV ads they see on cable channels like Lifetime and ESPN sway their decisions in terms of gift giving. Some demographic groups indicate that cable TV has a significant influence on what they buy. These groups are:

  • Students 75%
  • Men ages 18–34 66%
  • Women ages 18–34 69%

Why do cable TV ads have such a big influence? For some, it comes down to learning about sales (38%). For others, the ad gives ideas on what to buy for those hard-​to-​shop-​for friends and relatives (25%).  About 21% say that the ads prompt them to shop at specific stores and another 19% say cable TV ads remind them that time is running short to make holiday purchases.

Specific themes in ads can be a big hit with consumers and may help them to better remember the advertiser or gift they intend to purchase. For 27% of viewers, ads that show how recipients react to bad gifts is most memorable. Viewers also like ads which show how to return a bad gift (25%), the right way to re-​gift (21%) and naughty children receiving coal (19%). U.S. consumers generally want to see positive holiday ads (72%) but 59% admit that Scrooge-​type messages resonate with them.

It’s not too late to talk with your accounts about last minute holiday ad placements. To learn more about, Cable Television Subscribers, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.