Cable vs. Free to Air TV (Advertising)

Our client, the advertising sales arm of a cable TV operator, had grown rapidly, but plateaud, below budget. The sense in the sales force was that, if they pushed too hard, the Free to Air operators would react aggressively to any threat to their money making machine.

Sales people told us: “The fun has gone out of this business.” Sales pitches to Ad Agencies were unadventurous, and major FMCG Marketing Directors weren’t convinced of the incremental reach of cable advertising….so the Ad Agencies would not promote it.

We worked with the Sales Director, the team leaders and the best of the “backroom” ideas people to pull together all of their good work into a coherent strategy….sharper segmentation and targeting, case studies on incremental reach and a more assertive pitch to agencies and big clients.

Outcome

Budgets exceeded again within 3 months.

Downside? Our wives complain about more advertising on their cable channels…but we can live with that.