|By ACN Newswire||
|December 5, 2013 12:41 AM EST||
"We are encouraged to see that 67% of planners, buyers and senior management often consider pay TV when planning their media campaigns," said Christopher Slaughter, CEO, CASBAA. "Over eight in ten respondents subscribe to a pay TV/ cable service at home, so they well appreciate what our media can offer - especially how multichannel TV is able to offer custom solutions for today's media ecosystem."
Media agencies have a wide range of criteria when planning or buying TV overall, with mass reach being the top reason (73%). By comparison, targeted reach/ audience profile is seen as being important for planning and buying international pay TV/cable channels (86%), followed by audience quality (84%). Pay TV providers are also expected to perform across a wide range of important factors including cost efficiency, flexibility, post campaign evaluations, unique content and integrated solutions.
Additionally, pay TV is seen as being as easy to book as free to air TV (FTA). According to the survey results, six in ten respondents stated it was easy or very easy to do so. However, the quality of station sales staff showed quite a contrast: for FTA, the sales team responsiveness/product knowledge was only mentioned by 19% as a reason for selecting TV overall; whilst for planning and buying international pay TV/cable channels, 37% said this was important or very important.
"It takes a highly skilled pay-TV sales team to tailor integrated solutions and content to meet the needs of media agencies," said Steve Garton, GfK Head of Media, North Asia.
CASBAA commissioned GfK Retail and Technology to run the Agency Attitude Audit towards international pay TV/cable channels to survey reach, composition, engagement, proportion of budget and research used, and to find out what members of the pay-TV industry need to do more of to be selected in the media mix.
This first-of-its-kind study attracted respondents from Singapore and HK media agencies.
Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across geographic markets throughout the Asia-Pacific. CASBAA and its members reach nearly 470 million connections within a regional footprint ranging from China to Australasia, Japan to Pakistan. The CASBAA mission is to promote the growth of multichannel TV and video content via industry information, networking exchanges and events while promoting global best practices. To view the full list of CASBAA members, and more information, please visit www.casbaa.com.
Desmond Chung Associate Director, PR & Communications, CASBAA Tel: +852-3929-1712 Email: firstname.lastname@example.org
Copyright 2013 ACN Newswire. All rights reserved.