Cable TV Ads |
How To Get Started with a Cable TV Ad campaign for your company

Your Company Answers Questions

Then, you work with a Cable Company Media Sales Account Executive

A Detailed Media Sales Proposal
Selected Zones - Frequency - Networks - Shows - Daypart (time of day)

Company Questions:

Company Current Challenges
Benefits sought for your Company and for your new customers from the TV Ads

Your Target Audience
Several Objectives: what do you expect to happen?
What results do you expect to achieve from your TV Ads?

The Key Objective
-- Who do you want see your Ad?
-- What do you want them to do?: respond • come in • call

Audience Sought:
Male / Female -- Education Level -- Income Level

FLIGHT
A Cable TV Ad "Flight" - the Time Period your TV Ad will run
One Month - Two Months - Three Months - longer

ADVERTISING COSTS:
-- What is your Cable TV Ad Budget?
-- How much will you spend for this Cable TV Ad campaign?
-- Your Budget for a Flight - Time Period On The Air for your TV Ad.
Your Cable TV Ad Budget will be part of the information needed for a Detailed Media Sales Proposal

Media Sales Account Executive
will prepare a Detailed Media Sales Proposal for your TV Ad Campaign

Background Information:

A Spot - when your TV Ad runs on a Cable Network TV Show

"Flight" - Time Period On Air for your TV Spot
Flight Start Date: first day
Flight Duration: How Long: three months - six months - more
A Test Run: one month

TV Ad length:
:30 seconds
:60 seconds
:15 seconds back to back x 2 = :30 sec.

TV Spot Effectiveness:
the more the better - your company stays in head of viewer - visually more aware

Price Per Spot
A Number of Factors determine the price of each Spot on a Network Show

Some Cable Networks are not in each zone
Each Network / Show has a different value / prices per Spot

Each Zone has a certain Number of Households
Price Per Zone - one or more zones
Price Per Zone - some zones are more expensive %
A Standard Rate -- Each Zone has its own Standard Rate

Networks
Popular Networks / lots of viewers: ESPN Network - TBS - TNT
Oxygen: High % of Female Audience

A Show: "Doctor 90210"
The Network: E! Entertainment - http://www.eonline.com/on/index.jsp |
Reality show that follows the lives of three cosmetic surgeons and meet the patients who rely on them

Insertion - a Network airing on a Show in a specific Zone

Inventory = empty spots on Network / Shows
Inventory = openings on the show for each spot
-- Media Sales does not control all ads / openings for spot - on a Show /Network

A Detailed Media Sales Proposal:
-- assumption that the Inventory is there - an available spot
-- an Order can be locked in - Inventory is nearly guaranteed
-- A Network may bump out a Spot - so, it's not fully guaranteed

Fixed Programming - One Network - one show

Rotator: One Network - 18 hours per day - 6 spots
Typically no guarantee - prime time 8 to 11 pm

A Detailed Media Sales Proposal:
Networks - Zones - Frequency - Shows - Daypart (time of day)
Spot = when your TV Ad runs

Frequency - how often for how long / Flight

Flight Duration - how long will this Flight continue
A One Month Flight example:
August 1 - 15 - TV Ad version 1
August 16 to 31 - TV Ad version 2

Your TV Ad Video Tape:
Traffic Department Instructions:
Spot Name:
Spot Length:
ISCI Code:

ISCI Code - for spot - letters & numbers -
ISCI Code: http://en.wikipedia.org/wiki/ISCI |
ISCI codes are usually printed on the video cassette label of a commercial
An ISCI code is usually a set of 8 digits, with the first four being alphabetic, and
the remaining four being numerical, in the format of XXXX1111.

AD-ID
-- https://www.ad-id.org/ |
-- https://www.ad-id.org/help/help_detailNEW.cfm |