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News placements target C-level execs

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When it comes to capturing b-to-b advertisers on TV news shows, cable wins hands-down with its all-business news channels, followed by Sunday morning network news shows and public broadcasting news programs, media planners say.

Media buyers turn most frequently to CNBC’s "Business Day" and CNN’s "Moneyline" when targeting decision-making business executives for their advertising clients. "For anyone who wants to speak to business leaders, CNBC is the first choice," said Tracey Riener, director-national broadcast at Hill Holliday Connors Cosmopolus, Boston. "B-to-b advertisers know the people they want to speak to are watching CNBC during the day," she said, pointing to the senior executive level audience. According to a recent Mendelsohn Media Research Inc. survey of "Business Day" viewers, more than half are CEOs, COOs, CFOs, owners or partners.

"Moneyline" is also named as a top news show for b-to-b advertisers, with its highly affluent audience. According to an Erdos & Morgan report, "Purchasing Influence in Larger American Business 2000-2001," 13.2% of "Moneyline" audience members are senior executives at U.S. businesses with $1 billion or more in sales. Thirty-four percent are senior executives at U.S. businesses with $10 million or more in sales.

The top-ranking network news show is NBC’s "Meet the Press" on Sunday morning, followed by CBS’s "Face the Nation" and ABC’s "This Week," according to buyers.

" ‘Meet the Press’ is doing the best [in the Sunday morning network news category]," said Tyler Schaeffer, senior VP-director of brand media planning at Foote Cone & Belding Worldwide, noting that day parts are just as important in media selection as the programming content. "We take the news orientation and apply it to day parts," he added. "In the mornings, it’s relative to the stock market. At night, it’s before [business executives go to] sleep. On the weekend, it’s sports oriented."

Another benefit to Sunday morning news programming, regardless of the program, is that it usually leads into sports programming, so advertisers can hit both categories with their messages and continue a strong presence throughout the day, buyers said.

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