How to Take on Cable TV
Training Tip on Using Your Scarborough Data: Exercise #37
Cable has become a primary competitor to radio over the years and continues to grow its revenue. Your Scarborough database contains information about your market that will enable you to present a different perspective to advertisers and current clients who already use, or are considering using, cable in their media mix.
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To register, go to www.ArbitronTraining.com. For more information on Scarborough, go to www.Scarborough.com. |
Instructions for the Leader(s):
Step 1:
Ask each Account Executive to pull up a Profile Report in Qualitap. A current or prospective client should be selected as the Criteria and cable information as the categories.
Hint: To find Cable TV information, go to the "TELEVISION/CABLE TV" classification and find the programs/networks you're interested in looking at.
Step 2:
At your next one-on-one meetings, ask each Account Executive to present information from that Profile Report that helps frame a story as to why the client should reconsider using cable and why they should use your radio station(s) instead.
Additional Instructional Materials
Profile Report step-by-step guide
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