If you’re an advertiser who has relied heavily, if not exclusively, on television to build your brand, drive leads, and grow your business, then you’re probably feeling the impact on your bottom line. 

Between cord cutting and time-shifted viewing, linear television is unable to attain the high reach levels it once could. In most markets, 30-50% of consumers in local markets are watching little to no TV each week and ad-supported OTT viewing is not able to make up for the loss in reach.

This puts many TV-reliant advertisers in a predicament. Without increasing media spend, how do you reach the same number of consumers?

Let’s explore some smart ways to optimize your media spend with insights from our media experts, data from Nielsen and dentsu, and real-life smart media optimization examples. Learn how to achieve better results for your business without increasing your media budget. 

It used to be easy to reach people on TV, but it’s now costing more and reaching fewer people. To top it off, the solution to reach more people feels complicated.

Instead of spending more on TV or engaging the same audience via digital video, it can be much more effective (and easier) to explore high-reach mediums like Radio.

Radio is uniquely capable of complementing a TV advertising strategy by restoring broadcast plans to the high reach levels that are impossible with TV alone.

When it comes to reach, Audio prevails in every scenario: 

Many TV-centric advertisers are reluctant to reduce their TV spend because it is still their number one source of leads, or because of competitive share-of-voice concerns.

But Blum shares that putting all of your eggs in one TV-centric basket leads to dwindling results. “Over-investment in TV leads to diminishing returns, and finding that point can be difficult without a data-centric analysis. Our strategy, which relies on sophisticated media planning software,  is helping advertisers discover that point of diminishing return.”

By leveraging Nielsen’s Local Media Impact (LMI), a powerful media planning tool that allows users to understand the impact of shifting dollars between broadcast mediums, Audacy helps advertisers identify the point of diminishing return, and optimize the media mix for optimal results without adding a single dollar to the existing media plan.

Let’s see some smart media plans in action. In each of these examples, a modest reallocation (20% or less) of a TV budget to Radio has dramatic positive impact on overall plan reach, and has negligible impact on the dedicated TV reach of the optimized media plan.

Leveraging Radio doesn’t mean giving up TV advertising — it means finding the best balance of both to increase reach and drive leads to your business. If you’re a TV-centric advertiser looking to optimize your media plan for additional reach, consider taking a slice of your budget and investing it in Radio. The data speaks for itself — your campaign will benefit from incremental unduplicated reach. It’s all upside for advertisers.