TV Media Planning … avoiding the obvious, finding the “clever” spots

When the majority of advertisers concentrate on Peak-time with its larger audiences but huge resultant costs, TVLowCost exploits the many opportunist buying occasions on other channels during Off-peak. With great effect. The laws of ’supply and demand’ at Peak-time force prices radically upwards with so many competing but airtime during the Day or Late can often be 5/6 times cheaper. Add to this that such programming often has more tightly focussed target audiences with stronger reasons to watch … and you can gain great added value plus better cost-efficiencies from such a strategy. All consumers are “good and interesting” consumers at the end of the day; it’s only what you need to pay in order to reach them that’s the real issue.