Local television stations provide plenty of choices for reaching consumers from local news and sporting events to syndicated and network programming. Cable networks also provide a wide-variety of programming (and many are award-winning) but the number of households you're reaching can be vastly different. Be sure you understand the difference between reaching 1% of television households and 1% of cable households. Cable is subscriber based and therefore does not reach all television households in a market.
Cable targets a desired audience demographically and geographically. Most system operators offer zones within their coverage area which provide the ability to reach your primary marketing area rather than the entire television market. Cable viewers are perceived to be more upscale and the Cable Advertising Bureau reports that cable viewers are above average consumers of most products and services. Most cable operators provide no-charge, bonus spots (autofill) which provides your business with added exposure at no additional cost.
The single most-watched telecast in cable history occurred October 5 where 21.8 million viewers tuned to ESPN's Monday Night Football and witnessed Brett Favre and the Minnesota Vikings defeat the Green Bay Packers. TBS recently delivered a 33-year ratings high with Major League Baseball playoff coverage. The October 6 playoff game between the Twins and Tigers drew 6.54 million viewers! Total viewers for games 1, 2 & 3 of the Twins-Yankees Division Series averaged 6.63 million viewers. All offered exceptional exposure for your business at minimal cost.
There are pros and cons to both cable and television (as there are to all media options). It's important to define and understand what your needs are to determine which (or both) will best deliver your message to your target consumer.
