Many TV ad buys occur during the upfront season, well before new shows have aire

Question

Many TV ad buys occur during the upfront season, well before new shows have aired. Savvy buyers who can spot potential hits (such as “Lost,” or “Desperate Housewives”) can get their clients great buys for the buck. Other buyers may pay too much for shows (“The Apprentice: Martha Stewart”) that viewers fail to respond to. Great buyers can spot a trend before it happens. Considering this, which shows do you consider a success? Why? Do you believe we experience ads differently during our favorite programs, as opposed to those we are less involved with? In considering the competing goals of reach and frequency, how would you evaluate media options in terms of reach, frequency, cost, permanence, involvement, and clutter?

Explanation / Answer

The savvy buyers can spot the potential hits i.e. Lost / Desperate Housewives and is considered success because the individual has to take the time to see his / her favourite show from their busy schedule and at that time the show is aired they become exited and keen in watching the show as well as the ads which in between the breaks, as they do not want to miss a single moment of that show and what to be fully aware of what is happening at that episode.

Yes, I do believe we experience ads differently during our favourite programs as compared to those we are less involved as the human behaviour changes when he/she is doing we they love the most which in turn make them happy and satisfied.

In today’s ecosystem social media is playing significant role in digitalizing our lives and making our lives easier in terms of reach, frequency, cost, permanence, involvement and clutter in many ways because it is one of the cheapest ways to be easily accessible and now has become a virtual meeting points for the public at large which in turn has created large customer base for the younger generations.

Moreover, with the help of media, branding as become part of the business, because through various surveys, it has been identified that people show their proactive involvement when the shows are active in social media webpages and are constantly sharing their live feeds and information about their upcoming events. Thus it has become important to really push the envelope to make your presence in various media platforms.

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