Summer

Summer offers unique opportunities.

It is not surprising that TV viewing levels in the summer months can be dramatically different compared to other times of the year.  This variance in viewing levels can impact response to a client’s TV campaign, however, it presents an opportunity for media buyers to consider creative ways to maximize their clients results. 

Consider Different Dayparts – viewership patterns fluctuate the most during daytime and weekend afternoons in the summer months.  Viewership in certain dayparts, such as early morning, late night and weekend mornings does not fluctuate as much and, therefore, should be considered as an inexpensive option for TV clients.

Opportunity to reach different viewers – For those viewers who tune into TV in the summer months, viewing habits may be different than at other times of the year.  Viewers may tune into cable TV’s original programming instead of reruns on most broadcast networks.  Broadcast networks continue to lose audience to cable and the internet as people consume TV differently.  Summer is a time to capture those viewers sampling new programming/stations and may allow for them to see a client’s program for the first time.

Lower Rates – rates in the summer months are the lowest of any other time of year and an excellent time for a client to test those stations that may be unaffordable at other times of the year.  Though viewership is down, lower rates more than compensate and many clients experience very strong response to their programs in the summer.

Consider Different Media Mix – understanding your core audience and their media habits is key to identifying the most effective media mix.  When TV viewership is highest (in the winter months) advertising on TV offers clients maximum reach which is why there’s such high demand for TV time thus translating into higher rates.  During the summer months when viewership is lowest and demand for TV time decreases it may be prudent for many clients to maintain their TV presence and capitalize on the lower rates.   The dollars saved in the summer months on TV can be shifted to radio, print, internet or mobile devices as a way to reach your core audience.  

Many clients shy away from advertising in the summer months, however, this time of year often offers opportunities to clients not available to them at other times of the year.

By Janet Burke, Director of Media at Newton Media. Janet came to Newton Media with over 17 years experience on national accounts for D’Arcy-Masius Benton & Bowles and Earle Palmer Brown. She provides leadership to the media team and manages client relationships well with her passion for professionalism and attention to detail.

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