Media Fragmentation and Niche Marketing
Just back from a presentation by the New Politics Institute. I’ll post the video link as soon as they provide it, but in the meantime, here are a couple of quick takeaways:
- The rise of cable, Tivo and the internet fragments media audiences and helps limit the effectiveness of traditional broadcast advertising (no surprise), so marketers need to go where the audiences are. Microtargeting is vital.
- Since 2001, the audience for cable tv networks is greater at a given moment than the audience for the traditional broadcast networks, but advertisers are still spending significantly more money on CBS, ABC and NBC than on cable. So, cable is both better-targeted (since its audiences break neatly into niches) AND cheaper. Apparently, the Bush campaign caught on: they spent $40 million on cable ads in 2004, compared with only $100,000 in 2000. The Kerry campaign? Essentially only spent money on traditional outlets and spent very little time on microtargeting in ANY communications medium. (more…)
2 comments July 20th, 2006 Trackback Bookmark on del.icio.us
