Cable television gives you access to your target audience without a lot of waste. By virtue of niche programming, you can target exactly the market you’re interested in by buying the programs they’re interested in.
But cable television is an unproven entity. You assume you’re reaching your target audience because you purchase programming that appeals to them. But are they watching? No one knows for sure. Cable viewership research is extremely limited. And unless cable is able to penetrate a specific local market, it’s as ineffective as any other advertising that never reaches an audience.
Cable television combined with Radio, however, is a pretty sure bet! Radio is practically synonymous with research, meaning you’re never in doubt as to the “who” and “how many” you’re reaching. In addition, Radio can boast unequaled penetration in a given market. Cable television plus Radio puts you top-of-mind with your audience. And that’s exactly where you want to be!