Broadcast & Cable Program Targeting

This analysis helps clients make more efficient choices about which broadcast and cable programs to buy. We help craft buys that are more cost-effective by employing two different strategies:

1. We use Precision Buy™ to analyze the proportion of customer targets or persuadable voters who are reachable with each television program, locating buys that reach a higher than average proportion of persuadable voters.

   Example: We can show you which programs, channels, and times have high numbers of your targets, and which have low proportions. Our audience analysis is based on your own criteria - not just age and gender.  We can couple this with cost-per-point pricing to ensure that you will be able to make the most efficient buys.
    

2. We use Precision Buy™ to locate “substitute” buys that can reach the same persuadable voters at a lower cost. This sometimes involves substituting a cheaper broadcast program for a more expensive one, while other times it involves substituting a cable program for a broadcast program.

   Example: After grouping voters together according to their viewing habits, we identify a group that we know is persuadable on our issue. Rather than buying expensive broadcast primetime programming, we can identify cheaper broadcast programming that reaches almost as many of our targets at a much lower cost.

We can do the same with cable, identifying programs that reach our target group in a much more cost-effective way.

Read more about Broadcast & Cable Program Targeting in our case study on Defend Oregon.