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Article: Local inserts on the rise as ad option. (cable television advertising)(Industry Overview)
- Article from:
- Multichannel News
- Article date:
- December 16, 1996
- Author:
CopyrightCOPYRIGHT 1996 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In increasing numbers, cable networks are giving operators the opportunity to run programming inserts on their channels and to use those segments as a unique lure for local advertisers.
But the local-insert option has turned out to be a mixed blessing for systems. On the one hand, operators realize that the local programming not only draws sponsors, but it allows systems to brand themselves in competition against direct-broadcast satellite and other cable rivals.
The problem is that while local programming can help to bring in new advertisers, as well as to retain regulars that are interested in more community-based promotions, the cost of creating that ...