By spending less in the production stage, you have more budget to maximize the reach and frequency of your combined Radio and TV campaign. During prime time, even the top cable networks rarely exceed three percent penetration among TV households. As more channels are added, the pie will be further fragmented. By combining Radio with your cable television plan, you can reach consumers who don t watch much cable programming as well as those who do spend a share of their media time with the medium. Cable s targetability, while better than broadcast TV, is still limited.
Radio is the premier targeting medium.
When you combine the right Radio stations with the right cable programs, you can create a highly focused campaign capable of generating maximum reach and frequency with the specific consumers who are most likely to purchase your products and services. Your Radio commercials can even serve as the audio track for your cable spots, ensuring a most synergistic and creative marketing plan. By combining Radio and cable you can not only deliver more messages to your customers more often, but also participate in special promotions that attract customers and increase sales. Most direct mail marketers consider a response rate of only two or three percent to be successful. Direct mail is much more effective in reinforcing current customers than attracting new prospects.