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We represent an upscale furniture retailer that has just launched a Branding campaign on local TV. Initial 6-week launch period has us in Morning /Evening News on three network affiliates. We'd like to narrow the focus in September, honing in on W35+. Would you: a) Stay with local news; b) Buy Daytime programming like Kelly & Michael, Rachel Ray, Dr Oz, Ellen, etc.; c) Cherry-pick cable networks like HGTV, Hallmark, Lifetime, DIY, Weather Channel, etc.
I would concentrate on the more targeted cable shows and add other more targeted, image conscious media like out of home in upscale malls, a digital network reaching this audience and print in local lifestyle magazines among others. Broadcast TV reaches to broad of an audience and does not do much to promote the image of the retailer. Also you can more finely target the geography with the above recommended media avoiding lower income areas.
Before contemplating cable-only, find out what the cable penetration is in your area. In some markets its only 50%. It's available on tvb.org. I'd include some local news (which reaches cable and non-cable households and satellite homes),early Morning, a sprinkle of daytime and prime. If you're cherry picking cable, make sure you run in specific shows, since ratings can vary widely. Do not buy rotators if you can help it. If you're a Rentrak market, you can zero in on HH Incomes of 100K on cable and broadcast, Finally, pick a couple of key prime shows that are "appointment TV" or shows that light television viewers make an effort to watch (The Good Wife, Grey's Anatomy, etc).