I'm presuming that TV ads are getting cheaper across the board. It used to be more expensive to run TV vs. radio but that's not the case anymore. A few months ago, it was only cable tv that was cheaper but now it's network tv. Is anyone else having any problems with overcoming objections on radio cost or is it even an issue in your market? Or are most radio stations trying to compete with tv pricing and getting lower rates than before? One client told me "you know you're more expensive than tv, don't you?"
Our stations are the priciest in our area but our market share is huge compared to the other stations - but with tv cutting costs, I have to wonder - is tv as effective as they used to be? Effective media can usually hang tough on their rates...
One of my clients went to a "tv hosted" free seminar that did a presentation on all media - how they worked, the pros and cons, etc. - and of course they ended up getting a lot of business from it because they put themselves in a very positive light.
So what do you think? Is TV becoming a bigger threat because of their declining rates or not?
I have clients that, from time to time, tell me we are much more expensive than other radio stations or other media. My response is always the same: Show me what you purchased or are looking at purchasing so I can make sure we're comparing apples with apples.
TV is competing with radio on rate by using a 24-hour rotator and comparing it with our drive time rates.
Like newspaper, broadcast TV is losing market share and has for years. TV viewers are devoted to programs not stations. Every day, broadcast TV is getting more and more competition for viewers from cable/satellite. Most cable/satellite customers have over 100 choices for programming. Even in a busy radio market, there are only about 20 stations competing for 100% of the listeners.
