If you are looking to advertise on television, then you may be familiar with the first-time feeling of not knowing where to start. You’re not alone, but the good news is that while online marketing is here to stay, television advertising is still a very viable option for businesses that are looking to spread awareness of a specific product, announcement or the company in general. As in most places, television advertising in Sydney is all about context and relevance. Before deciding on which channel to work with, it’s important to understand the ins and outs of the format.
Much like the internet, television advertising is all about context and relevance.
That’s why it’s important to not only understand an advertisement’s relevance to your target market, but to also understand the context in which they are receiving it. There’s a difference between viewing ads while on your laptop or mobile phone, and while watching television with a snack after work. Remember to pay attention to the tone of your ad, its message and its purpose.
So what is the best Sydney television channel for marketing? That all depends on you. In 2014, no television channel – especially the household names – are “better” or “worse” for advertising than the other. Both channel seven and channel nine, the two biggest channels in Sydney, each consistently earn millions of dedicated viewers year in and year out. The more focused question is “Which is the best TV channel for advertising my business?”
The best way to find answers is to dig deeper into the channels themselves. For example, Channel 7’s affiliate 7mate is the most-watched additional channel for men ages 16-54, while Channel 9’s hit show Underbelly and their digital channel Go! have made a strong impact on younger audiences.
According to their research, women viewers aged 35 to 54 are the most active on smartphones – therefore, if that’s your key demographic, then Channel 9 mobile advertising may be the solution for your small business. At the same time, Channel 7’s early morning programs Sunrise and The Morning Show are in their 7th and 10th consecutive years of leadership. Again, ask yourself “Who am I trying to reach?”
Understand your audience and where your product and service fits.
As you can see, each channel has its specialties, and therefore the key is to understand where your product or service fits into these niches. You will likely find several shows on each channel that are targeted toward similar markets, at similar times of the day or night, and shows that are similar in viewership and popularity. That’s why after you have decided on what type of message you are trying to send, and in what context, the next step is to consult with a representative from each channel to get specific comparative rates.
Whether you are advertising on television, outdoors or on the internet, it’s key to focus on yourself before focusing on which channel to work with. First, articulate the long-term or short-term goal of your advertisement. Second, take a look at your customer analytics and settle on a particular demographic that you need to reach. Finally, figure out the optimal context in which to display your advertisement for the right price, and then create a message within your ad that is relevant to the television experience.
Both Channel 7 and Channel 9 offer quality television advertising options for small businesses in Sydney.
After considering the points made above, consult with a representative from each station and dig into the specific rates of each. Like magazines and newspapers, the cost of your TV ad will depend significantly on its length, frequency and more. In the end, however, the most deciding factor of its success will be your approach.
To find out more about what your target market is watching, get in touch with the knowledgable and experienced team at The 360 Degree Marketing Group. You can speak to a professional media buyer today by simply calling +61 (2) 8302-4200 or visiting www.360degreemarketing.com.au/contact-us/
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