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Monday, July 12, 2010
Does Placing Commercials in the News Work?
People watch the news and they consistently watch the same news programs on a regular basis. Viewership of other programs will fluctuate. Even with the availability of online news, television is still by far the most popular news source. More than half of all Americans claim to watch TV news on a daily basis. Local news is the most popular on TV, followed by network news.
Placing your law firm’s television commercials in the news does more than get your name in front of a large audience. First, it has the benefit of targeting a different audience than some of the daytime programs you may already be advertising in. It also keeps your name in front of these prospective clients, because people tend to watch the same local news programs every day.
Advertising in a news program may also lend an air of credibility to your ads – particularly if you develop ads with the fact that they will be running during the news in mind. When people watch the news they are of the mindset to be informed rather than entertained. They believe that what they are watching is more serious and real than the shows they watch for fun. If you produce ads to appeal to people with this mindset, they will associate your advertising with the news, making it feel more like information and substance than fluff.
Another option is a news sponsorship. Since only one advertiser can sponsor a segment, it has the benefit of cutting out your competition. Your prospective clients see your ads during the news, but not your competitors’ ads. This makes your commercials even more powerful. They are not watered down by other ads for the same type of service. If a prospective client remembers seeing the ad and is waiting to see it again so he can write down your phone number, it will be your commercial that airs.
To learn more about media planning for lawyers, and the best placement for your commercials, please contact Network Affiliates today.
Placing your law firm’s television commercials in the news does more than get your name in front of a large audience. First, it has the benefit of targeting a different audience than some of the daytime programs you may already be advertising in. It also keeps your name in front of these prospective clients, because people tend to watch the same local news programs every day.
Advertising in a news program may also lend an air of credibility to your ads – particularly if you develop ads with the fact that they will be running during the news in mind. When people watch the news they are of the mindset to be informed rather than entertained. They believe that what they are watching is more serious and real than the shows they watch for fun. If you produce ads to appeal to people with this mindset, they will associate your advertising with the news, making it feel more like information and substance than fluff.
Another option is a news sponsorship. Since only one advertiser can sponsor a segment, it has the benefit of cutting out your competition. Your prospective clients see your ads during the news, but not your competitors’ ads. This makes your commercials even more powerful. They are not watered down by other ads for the same type of service. If a prospective client remembers seeing the ad and is waiting to see it again so he can write down your phone number, it will be your commercial that airs.
To learn more about media planning for lawyers, and the best placement for your commercials, please contact Network Affiliates today.
posted by
Harlan Schillinger
at
6:42 AM
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