Receptivity means more than the number of viewers in paid programming.

When faced with TV advertising options, the question at the forefront of the minds of most business owners and managers is, “How many people will see my ad?”  While the answer to this question is paramount in many media advertising opportunities, it is beside the point when companies buy paid TV programming in their markets.  The primary determinate of the success of infomercials is how many potential customers call the company or visit the organization’s website because they are moving towards a buying decision.  There will be fewer viewers than for a series of expensive thirty-second commercials, but those who are watching a paid programming spot have 100% receptivity to the message.  Here’s how that works. 

Viewers who click away from thirty-second commercials stop to watch infomercials because they see something worth watching.  Paid programming is edifying and entertaining.  It offers something of interest to the viewer and the viewer chooses to watch it – meaning viewers of the program are 100% receptive to its message.  This concept has been illustrated with the Video on Demand (VOD) phenomenon; informational and how-to programs are extremely popular.  And people believe what they see on TV, more so than any other media, so consumers take a solid residual message from paid programs. 

The other key aspects for business owners and managers to consider when beginning a paid programming campaign are the frequency and longevity of the show, and this requires a certain level of commitment on the part of the organization.  Put ‘n’ take advertising doesn’t work for paid programming because it doesn’t allow time for the advertising to reach critical mass in terms of what it will achieve.  This doesn’t mean there’s no place for 30-second commercials in today’s advertising; those work beautifully for top-of-mind awareness of special events, such as holiday sales, when pushed with high density over a short period of time. 

Paid programming is great for small-to-medium businesses with local markets because it is inexpensive and creates an awareness of the company within the community.  Owners and managers featured on local infomercials enjoy “I saw you on TV!” recognition within their communities and when customers come into their stores.  They also enjoy the fact that their buying public feels at ease with them – this person has been in their homes, they know and understand the product or service, and they’ve come to believe in this person’s sincerity and trustworthiness.  They know they can come to this person with any problems or concerns; the fact that there’s a face behind that product or service gives consumers confidence.  Local TV advertising lets you own your local market and avoids wasting advertising dollars. 

When viewed from the proper perspective – receptivity versus number of viewers – paid programming is a fantasic, economical choice for television advertising.   

Tags: Advertising, infomercials, local advertising, paid programming, Television Advertising, tv advertising

This entry was posted on Tuesday, June 15th, 2010 at 3:50 pm and is filed under Advertising, Television Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.