Local broadcast television can maximize the impact of any print campaign by driving more consumers, through multiple touch-points and platforms, to the point of making a purchase decision. And, television adds the power of broad reach as well as the ability to target niche audiences.
Newspaper is most effective in the Purchase phase of the consumer purchase cycle. Consumers must go through the Awareness and Consideration phases before they are ready to make a purchase. Television is the most effective ad medium in the Awareness and Consideration phase, and drives consumers toward that purchase decision.
Newspaper circulation has suffered substantial declines while television viewing continues to grow. Broadcast has the ability to reach 100% of all TV households in a market. Newspaper circulation can be a fraction of the number of TV Homes in a given market.
TV Stations offer highly-targeted online opportunities, including online Classifieds. Advertisers can target niche online content with the same strategy as ads placed in newspaper sections, with the added power of on-air ads driving traffic to the site.
Broadcast digital sub-channels offer additional opportunity for custom programming and sponsorships to help drive customer traffic.