Consumer Information That Drives Ad Sales Revenue
LocalMotion is the consumer research that drives local ad sales revenue. This qualitative service—which is offered for more than 160 markets nationwide—enables cable systems to draw a picture of their subscribers in terms of demographics, media habits and purchase plans.
Advertisers want assurance that their dollars are effectively reaching the people who are most likely to buy their products. LocalMotion provides local information that characterizes consumers and their purchasing patterns in relation to their media usage.
Offering personal viewing information on 24 different cable networks, LocalMotion gives your
account executives information that will get retailers’ attention:
The more you know about consumers, the greater assurance you can provide your advertisers that cable is a highly targeted and effective way to reach the people who buy their products.
LocalMotion can help your cable system by demonstrating that a local cable ad campaign can effectively deliver your client’s target. This justifies a greater share for cable of an advertiser's budget. The result will be new business and increased renewals for your cable system!
LocalMotion information shows who is watching each cable network. These data go beyond the “big five.” You will also have data on the specific target demos and shoppers who index highest for each of the secondary networks. You’ll be surprised how many consumers are watching The Weather Channel, VH1, HTS and Family Channel. LocalMotion gives you the data to substantiate it.
With LocalMotion, you can demonstrate the value of your audience. Let’s say that 1,000 ESPN viewers report they are going to buy or lease a car. The average car costs about $15,000. Multiply your car buyers by the price of the typical car ($15,000) and you discover that your audience may spend $15 million on cars!
LocalMotion gives you section-by-section information about newspaper readership. You will have at your fingertips the number of people in each major advertiser category who do not read the local paper. You will be able to show your clients how many people watching each cable network do not read the Sunday paper!
Retaining business from current clients is vitally important. LocalMotion will enable you to confirm that current clients are advertising on the best cable networks for delivering their customers. You can also up-sell current clients by dispelling questions or doubts they may have by showing them audience data.
Arbitron has made the software extremely easy to use in order to minimize the time spent learning it. When you subscribe to LocalMotion, you will receive a software demonstration disk for each member of your staff along with telephone-based training.
Arbitron Cable provides solutions-solutions that will help advertisers recognize all that cable has to offer. For details on all of the integrated services Arbitron Cable has to offer, call your account representative.