Why TV and Radio Get Higher Ratings Than Narrow Targeting

Media planners far and wide seem to only have eyes for narrow targeting on digital media channels. While this hyper-exact targeting allows them to track down specific prospects exactly when they’re prepared to purchase, its popularity has left the concept of widespread multimedia advertising almost completely in the dark. But recently, a major study on media impact and ROI by the Advertising Research Foundation (ARF) found that overlooking the predictable reach of legacy media led to significant sales declines. In addition, powerhouse Procter & Gamble revealed that overly narrow targeting on Facebook had completely stunted the brand’s growth. Advertisers are now looking beyond narrow digital targeting and opening their eyes and ears to the extensive reach provided by the dependable standbys of TV and radio. AdWeek aired more on how marketers and media planners are using to TV and radio to reach more customers.

Advertisers Are Turning Up the Volume on TV and Radio
It appears that many marketers and media planners are sharing this sentiment. According to reports, marketers are making budget increases of 26 percent for cable television, 25 percent for broadcast TV, and almost 20 percent for audio/radio compared to last year.

Big Brands Need a Big Reach to Get Big Sales
Large brands require an enormous amount of customers and sales to stay in business and expand. This requires a brand to make sure that their leading product staples reach millions of potential buyers. The more shoppers reached, the higher the number of potential sales and revenue.

“A clearly balanced, well-defined, cost-effective integrated media mix including off and online media is still the best tactical approach for building brands and reaching sales goals,” said Karen Bleier, media director at MDG. “Brands need broad reach for branding along with the most efficient media for growth and success.”

A Common Customer Bond Produces More Momentum
While narrow targeting provides a tightly defined data profile of a brand’s ideal customer, it doesn’t connect these customers in any dependable way. Yet, widespread media channels like TV and radio offer a precise programming schedule that builds a regular audience. Over time, this audience develops a common bond over shared interest in the same characters and story lines. This bond can be reinforced and strengthened through frequent social media posts and mentions.

Brands Attract More Attention with Multiple Media
In today’s age of multimedia and multi-screen viewing, more and more people are merging many forms media at once to suit their personal interests and needs. This has resulted in an intersection of media, such as when TV viewers connect over their favorite shows with fellow fans on social media, or when radio programs are used in order to promote upcoming TV shows. These media intersections allow brands to greatly increase their overall presence and customer awareness.

So, should advertisers completely tune out narrow digital targeting and set their sights on a more classic media mix? According to the Advertising Research Foundation, it’s wise to follow these three steps for smarter media spending:

  1. Diversify the media budget by spreading spending across multiple media platforms, instead of continually moving dollars to different platforms throughout the year
  2. Maximize ROI by adding tried-and-true traditional media back into your current digital investments
  3. To reach Millennials, focus spending on both traditional media and newer digital media channels, rather than only mobile

Over time, the most reliable way to reach a large number of consumers is by maximizing reach through a balanced media mix. It appears reach still demands and deserves the same attention today.

See what’s emerging in media planning. Contact MDG.

MDG, a full-service advertising agency with offices in Boca Raton and New York, NY, is one of Florida’s top branding firms. MDG’s capabilities include print advertising, direct mail marketing, branding, logo design, creative, media buying and planning, radio and TV advertising, outdoor, newspaper, digital marketing, website design and development, online video advertising, infographic development, email marketing, video marketing, mobile marketing, content marketing, social media marketing, paid search marketing, and SEO. To learn about the latest trends in advertising and branding, contact MDG.