A dealer asked me the other day to check into college football games for his team on a specific network station. This led me to unload my rant on the difference in active programming vs. passive programming. It is a waste of precious ad dollars to buy one or two spots in a major college or pro football game. In the Atlanta Market alone, to purchase one spot in a Falcons game or Georgia Bulldogs game can range from $5,000 to $13,000. Think about the frequency that you loose when buying one spot for this versus 30 to 50 GRPs as part of a condensed merchandising schedule. Better yet – think about the return that $5,000 to $13,000 worth of direct mail can give your dealership.
Definition of Active Programming — programs that are watched intensely, football games / basketball / auto racing / contest of any kinds that draw fans who are keenly interested in nothing else than the outcome of said match. Events where supporters travel, spend money, time and effort to watch a particular event. Purchasing programs in these air breaks can be viewed a waste of money.
Definition of Passive Programming — programming that is consistent or in a series, weekday or weekend but married to a consistent time where talent, content and outcome seldom changes. These programs can consist of Local News, Cable Programs, or any other type that does not have a dramatic outcome or revelation coming at the conclusion of the show or series. This programming is aimed at people who are drifting in thought and attention during these programs and are easier and more cost effective to make a lasting and direct impression on for less money.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.