1. Television makes the strongest impression on the senses – Sight: 60%, Sound: 30%, Taste: 5%, Touch: 3%, and Smell: 2%. Only television can make a 90% impression. This is the most effective media for immediate results and more importantly, for future results due to the impression made on the prospect’s memory.
2. Television sells with emotion. Only with television, when you sell with sight, sound, color, and motion, can you create emotion. Surveys clearly show that most sales are emotional, not logical and that most high-ticket sales are emotional if you are appealing to logic (price and item), you are driving your price and profits down. Cigarette advertising was taken off television due to its strong emotional link leading to increased smoking. Cigarette advertising is still allowed in print. Why?
3. Television comprises more of the daily routine than all other media combined. Television is viewed, on the average, more than 7 hours per day. Locally, adults 18+ spend more than 4 hours per day with WALB-TV. Compare this dominance with a daily average of 34 minutes with the newspaper; one hour with all radio stations; and mere seconds with outdoor.
4. Television reaches more people for less money. A survey by the Albany Mall shows more than 45% of its customers are from outside the metro area. More than 50% of all automobiles and 60% of all trucks were sold outside the metro. A regional view towards advertising leaves only WALB-TV as the exclusive reach tool. Each message reaches a 100-mile radius from Moultrie. The more you reach, the more you will sell.
5. Reading is a problem in the South and in our market. According to Sandra Lee, local director of Literacy Volunteers, says: “One in four adults in Dougherty County cannot read.” She goes on to say: “Even some people with years of schooling read only on a second or third grade level.” Rural counties suffer from similar statistics. It is a necessity for these people to make purchasing decisions every day concerning transportation, clothing, food, etc.
6. Newspaper circulation is down, prices are up. As video options continue to rise, circulation of newspapers is on a steady decline. A local advertiser recently stated that his newspaper circulation was down 2,500, but his rate was up over 20% from last year.
7. Television is the choice of the major national agencies. In the major categories such as automotive and fast food, the best minds in the business agree the way to create demand is with television. When have you seen a full-page ad of McDonald’s or Ford, Hardee’s or Toyota? WALB-TV received 95% of those television dollars placed in the market last year.
8. Separation from competitors is offered by WALB-TV. This is not available in some media, and at a premium price in others. We know separation is an advantage in a price-competitive field that is not available in most newspapers. Your impression is stronger on the prospective buyer if it is not diluted by being grouped with a group of competitors.
9. Front page and full page every time at no extra cost. The print media would, of course, charge extra for what is available for free at WALB-TV. A sales tactic for selling full-page ads is the prospect of small ads commanding low interest or being lost all together. Actually, newspaper Starch Studies show that a full-page ad is the least efficient buy in print. A full-page ad carries a “Noting Score” of 42. A one-half page ad carries a Noting Score of 38, only a 4% reduction in recall, but a 50% reduction in cost. A one-quarter page ad carries a Noting Score of 32, a 10% reduction in recall, but a 75% reduction in cost. The longer they stay on the page reading the news, the more likely they will notice your ad. Advertising dollars saved can be used in television support, increasing reach and cost efficiency.
10. The most surveyed media is television. Four times each year – May, July, November, and February. Hundreds of local viewers participate in Nielsen Surveys. By each half-hour, viewing habits on all television stations and programs are tracked. Radio is measured only once each year and newspaper and outdoor not at all.