IS YOUR TV CAMPAIGN FISHING WHERE THE FISH ARE?

摘要

The disconnect between tv impression and retail product distribution is this. National TV ads go everywhere, but your products don't. How does this affect you? Let's say your brands are sold at stores across the US, and you advertise on network and national cable TV, spending $100 million a year. Your average CPM is $10. Your 10 billion annual TV ad impressions are received in up to 96% of all households - many of them not within reach of your retailers. But you accept the wastage because of the "efficiency" of buying national TV impressions in bulk, right?