reach your target through tv advertising
the importance of reach in a marketing plan cannot be understated
Byron Sharp has proven, in his seminal research with the Ehrenberg Bass Institute, that market penetration is the most important factor for growth (as outlined in the award-winning How Brands Grow; summary available here).
Sharp has shown that real sales growth comes from marketing to light and non-buyers and that focusing on loyalty or tightly targeted campaigns will not deliver long-term growth.
Which underlines the importance of reach. As Sharp says, “Marketing activities only build mental availability in the audience they reach. This makes planning for reach the foundation of any sound media strategy.”
And the best place to achieve reach? Television. TV’s reach is not just vast & fast, but it exceeds the reach of every other video platform, including YouTube, TikTok, and all the streaming services.
Download this report to find out where Canadians are spending time and why TV plays a vital role in driving mental availability.
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