B2B marketers can wage as heady a battle as any in the B2C world. Continuing the classic broadcast versus cable rumble,Time Warner Cable Media (TWC Media), is encouraging companies to flip off broadcast and tune in to cable in its new “That’s How” marketing campaign.
To highlight how its integrated solutions can benefit businesses, and ultimately drive sales, the advertising sales division of Time Warner Cable is targeting its customer base of more than 25,000 businesses and potential new customers who may be spending more on broadcast or digital. The campaign, which launched last Monday and will continue for the next six weeks across 52 markets, incorporates television spots, digital display ads, email blasts, and a RoadRunner homepage takeover (which generated more than 12,000 unique visits) to showcase cable’s value.
“We want to remind our audience, targets, and customers that when it comes to reaching the demo that you want to reach—whether it be through sports or…entertainment—cable is [more effective than] local broadcast,” says Fred Bucher, group VP of Marketing for TWC Media. For example, for companies wanting to target sports fanatics, 88% of sports programming is on cable, Bucher says.
However, he acknowledges that television cannot be marketers’ sole plan of attack. And while he says linear television is still the “dominant screen,” he admits that consumers are also spending more time in front of online and mobile screens. So TWC Media attempts to offer its customers multiple engagement touchpoints, such as with video on demand, interactive television options, and online content via RoadRunner.com, he says.
“Marketers who use integrated platforms intelligently can see increases in lift, awareness, and results, and that’s what we’re able to show them,” Bucher says.
But if marketers want to be where their customers are, perhaps they shouldn’t rule broadcast out all together. According to TVB, a nonprofit trade association of America’s commercial broadcast TV industry, broadcast accounted for 85 out of the top 100 programs for adults 25 to 54 years old from June 3 to June 9, with Game 1 and Game 2 of the NBA Finals on ABC being the two highest ranking programs. Likewise, according to TBV’s list of top 200 programs from September 2012 to May 2013, broadcast accounted for 96 out of the top 100 programs for adults 25 to 54 years old, with Super Bowl XLVII, Fox NFC Championship, and the Oscars stealing some of the top 10 slots.
“Broadcast television reaches virtually 100 percent of all U.S. households. Cable television reaches barely half of all homes,” says Dennis Wharton, EVP of communications for the National Association of Broadcasters. “So it’s understandable that a company like Procter & Gamble, General Motors—or even a local restaurant chain—would prefer advertising on broadcast TV rather than cable.”