Many advertisers want to reach potential customers late in the week because they tend to do more volume on weekends. Their idea is to reach the consumer as close to a purchasing decision as possible. Although this approach has some merit, there is a better way. Why not beat your competition to the punch?
Most media outlets charge higher rates for late-week advertising. But do you reach more people when you advertise later in the week? Of course not! A radio station has about the same number of listeners on Monday as it does on Friday. As for TV, people are loyal to their favorite shows, regardless of what day of the week they’re on.
The media outlets charge higher late-week rates simply due to supply and demand. There are so many advertisers wanting to be seen and heard late in the week that it shoots demand through the roof, as well as the rates. A better idea is to buy early week advertising for lower rates and avoid the Thursday-Saturday “shouting match.”
This concept also applies to any kind of seasonal advertising. Take jewelry stores for example. There are certain times of year when you cannot avoid the avalanche of jewelry store ads. Christmas, Valentine’s, and Mother’s Day are the most notable examples. Of course, jewelers again tend to pay higher rates around these times.
In fact, most of them pour their entire ad budget into just a few weeks a year. But how can a small, family-owned jewelry store compete with big national chains during these peak times? The answer is to achieve top-of-mind awareness by advertising consistently all year. You’ll pay lower rates and still enjoy a spike during peak seasons.