Specnet Ad Sales is a Canadian rep firm aiding Canadian Advertisers in their efforts to market their products and services practically anywhere in the U.S.A. Advertisers can target their markets either geographically, demographically or both...
U.S. Cable Operators (i.e. ROGERS is a Canadian Cable Operator) contract with the Cable Networks (i.e. A&E, CNN, ESPN, MTV etc.) to carry the Network signal for distribution to cable subscribers. In return, the Cable Operator is allowed to override the network signal at set times each hour. For example, A&E allows for a "local break" at 20 and 40 minutes past the hour depending on programming and CNN allows for a "local break" at 29 and 58 minutes after the hour. Other Networks vary. This is psychographic target marketing.
To geographically target a market simply choose a state, city or cable system coverage.
Say an advertiser is interested in reaching up-scale men inGrand Rapids, Michigan. College degree, Managerial Position, 35-49, $75,000+ Personal Earned Income, (PEI) with a propensity to travel outside the continental U.S. 3+ times per year. Specnet would research the market through its data banks, recommend the cable system(s) in the market with the best coverage of the demo, recommend the Networks to use to reach that demo, then design a schedule to achieve the required GRPs.
The advertisers message would be seen by only those in the market who fit the target demo. Targeted coverage with minimal waste. Rates can range from a few dollars per spot for small markets, to 25 or 50 dollars per spot for medium sized markets, to $1,200 to $2,500 per spot for L.A. or N.Y. All rates are based on markets, seasonality, network, daypart and/or programme, and, availability.