Frequency Flood

Broadcast, Cable or Streaming

There’s one in your hometown. That one ad that comes on… again, again and again. You know exactly who to call if you ever need their product or service.

Odds are it’s a furniture store, home services company, grocery store chain, lawyer, or a car dealer. After all, those are the advertisers who can traditionally afford to saturate a cable zone or a TV DMA. 

Now that more people are streaming videos, it’s a tactic that nearly every advertiser can take advantage of. It’s a simple matter of saturating whatever size audience your budget allows.  

Estimating Target Populations

We have several strategies of identifying, targeting and optimizing audiences once a campaign is underway. Until then, you can use a few basic methods to estimate your target population and ultimately your budget. Simple Google searches can give you a good estimate. For example:

“How many people vote in Florida Federal elections?”

“How many houses are built a year in Chicago?”

“How many families have children in Clark County, WA?”

You can also apply common market assumptions to known populations. For example, let’s say you work in insurance and your sales trainers have always told you that 2% of adults will buy life insurance every year. Use that 2% and apply it to the population of your county, state or region.

Does your budget look way too big? Don’t worry. You can refine your target population by tightening the geographical region, further defining who you’re looking for, or both.