CABLE TV: MAKING A STAND IN BID FOR UPSCALE TV VIEWERS

Published on .

Base level: Though Audi buys about 26 major markets on a spot basis, "We use cable as a base-level TV for the entire country," says Rick Myracle, chief operating officer of Audi agency McKinney & Silver, Raleigh, N.C. "It gives us a way to support all dealers in all markets [and] is very cost-effective against buyers of import luxury cars." Cable nets on Audi's schedule include TNT, ESPN, Weather Channel, Lifetime, CNN, A&E and Discovery.

Reaching down under: The Australian Tourist Commission has long used cable as its only national television me dium. According to Lyndel Grey, regional director, The Americas, they are sold on cable because it "offers a highly educated ta rgeted audience and allows us to reach those targets most cost-effectively." Spots for Down Under, from D'Arcy Masius Benton &Bowles, Los Angeles, have run on Discovery, Weather Channel, A&E, CNN and Head line News.

Quality control: The "Good For Life" campaign for Iams Dog & Cat Foods, from W.B. Doner & Co., Southfield, Mich., ran exclusively on cable networks such as Lifetime and Discovery. According to the petfood marketer, the decision to use cable alone was prompted by its cost-effectiveness and because it is "a good environment for a pre mium product, with [a] high-quality image."

Singapore strategy: For Singapore Airlines, the question was, "How do we reach our target market with a strategic brand-building initiative and be cost-effective at the same time?" according to Mindy Balgrosky, account director at the carrier's agency, Batey Ads USA, Los Angeles. One answer was found in this campaign that ran on CNN, Head line News, A&E, Discovery and CNBC.

Quenching: Squirt chose cable as its only national media vehicle because "it provides focused communication at a reasonable cost," according to Dan Binder, VP-client media director for Cadbury-Schweppes agency Foote, Cone & Belding, Ch icago."Cable allows us to selectively target our consumers in programming which complements our commercial message." This campaign ran on such cable networks as MTV, ESPN, Comedy Central, E! and TBS.

Listen up: Electronics marketer Bose went with a cable-only national TV campaign because "cable delivers a more thoroughly segmented cost-efficient audience ... and has helped Bose to maximize its broadcast media budget, along with identi fying more audience segments for ongoing print efforts," says Geoffrey Klapisch, media director at agency Wickersham Hunt Schwantner, Boston. This spot ran on 15 cable nets, including MSNBC, Discovery and ESPN.

In this article:
Most Popular