Archive for February, 2011

I found it very interesting this week when a client said to me, “Aren’t most of the TV networks about the same? I watch them all.”

I told her that she may watch them all, but the ratings tell us another story. The ratings this past week told us that CBS wins big in household numbers, and in the demo of Adults 18-49,  Fox is the leader.

When buying TV it is very important to know the “numbers.” You are not buying number of spots, you are buying “people.” You need to know how many people. You need to know the “share” you are getting and the age and gender of the “people” you are reaching.

For example, according to a publication we subscribe to called “Spots and Dots” CBS got a huge victory in HHs (households) on Tuesday, but a new episode of Glee moved Fox ahead of CBS in A18-49 (adults) in Nielsen’s overnight markets. In HHs, CBS averaged a 10.6/16 to Fox’s 6.1/9, NBC’s 4.9/8, ABC’s 3.5/5 and the CW’s 1.3/2. Fox got a 3.4/9 in the demo, edging by CBS’ 3.3/9. NBC drew a 2.6/7, ABC a 1.5/4 and the CW a 0.7/2. NCIS began CBS’ night with a 12.6/19 in HHs and a 4.2/12 in A18-49. NCIS:LA followed with a 10.7/16-3.5/9 and The Good Wife earned an 8.4/14-2.2/6. Fox drew an 8.2/12-4.5/12 with Glee. Raising Hope was a 4.6/7-2.8/8 and Traffic Light premiered to a 3.4/5-1.9/5. The 2-hour Biggest Loser Couples delivered a 5.8/9-3.0/9 for NBC and Parenthood got a 3.8/6-1.9/5. ABC earned a 3.4/5-1.5/4 with No Ordinary Family, a 3.6/6-1.8/5 with V and a 3.7/6-1.3/4 with Detroit 1-8-7. On the CW, One Tree Hill earned a 1.4/2-0.7/2 and Hellcats was a 1.2/2-0.7/2.

So as you can see, not all shows are “earning” the same amount of viewers. Make sure you know the ratings of the shows you are buying and how much you are paying to reach the people you want to target. Viewing habits change every day and every week. Buying media is not for the weak of heart. Know the “numbers” and then buy accordingly.


I had a friend of mine ask me this weekend, what do advertising people do and how do you know a good advertising person from a bad one? An organization’s reputation, profitability, and even its continued existence can depend on the degree to which its adverting works. Advertising specialists—also referred to as communications specialists and media specialists, among other titles—serve as advocates for businesses and build and maintain positive relationships with positive “customer- friendly” advertising and marketing.  As all businesses recognize the growing importance of good, quality, professional advertising to the success of their business, they increasingly rely on advertising specialists for advice on the strategy.

Advertising specialists handle all areas of external communications like creativity, media planning and buying, production, targeting, campaigns, jingles, strategic planning, market research, and so much more. However, advertising is not only about “telling the organization’s story.” Understanding the attitudes and concerns of consumers is a vital part of the job. Having the right message, a message that people want to hear and to which they can relate, and presenting that message in the best possible “positive” way separates the professional advertising people from the, may we say, not so professional advertising people. Anyone can “say” they are in the advertising business, but a true advertising professional is much more than a “creative genius.” Advertising professionals must deliver results in the form of more sales and more business for their clients. That is the bottom line!

Larry John Wright, inc is a leader in local and National advertising, marketing, and public relations. Founded by Larry John and John Wright in 1982, we’ve been helping our clients create successful long lasting campaigns that increase business regardless of budget. Our clients advertising messages are broadcast in over 100 markets across the Nation. Whether through television, radio, print, the Internet, direct mail, e-mail or any other medium, we can help you achieve lasting results for your business.

You’ll notice an immediate difference at Larry John Wright. We put our in-house expertise in strategic media planning, National quality production, creative strategies and technology resources to work for you. That means you’ll get everything you need without having to run all over town. We have industry experts walk you through each phase of your ad campaign – from strategy to production, placement to on air. Find out how Larry John Wright can take your advertising, marketing and public relations to the next level. Find out how Larry John Wright can take your advertising, marketing and public relations to the next level.