When the President and the NFL Collide - DailyTRA

Last week, the Presidential address on the topic of job creation conflicted with the beginning of the NFL season, forcing NBC to move their NFL pre-game show (and with it the advertisers attached to the pre-game show) to their cable networks, including channels Versus, USA, Syfy and G4 as well as the NFL Network.

This scheduling change might have caused advertisers to wonder if their ads are reaching the same audience during an NFL pre-game show on cable as they would be getting on broadcast television.  In particular, are the Purchaser Rating Points ™(PRPs) equivalent from one network to the next, or should advertisers hold out for audience deficiency units on NBC.

As you can see in the chart below, the composition of the audience for NBC during NFL opening kickoff is very different from the audience composition for the cable nets at the same time. While the largest concentration of category buyers on NBC were hair spray, fabric softener and skin care, the cable nets had a different mix of viewers with different CPG purchase habits.

Knowing that the purchaser target is different can make a difference to buyers of media in terms of helping them to reach The Right Audience^®and it can help the networks to put spots where it will provide the best delivery for the advertiser, whether on the network’s cable siblings or in ADUs.

For more information, please visit us at www.traglobal.com/blog or send an email to dailytra@traglobal.com.