How can you use market research to sell advertising space on television?

2 Step 2: Gather secondary data

Secondary data is information that has already been collected and published by other sources, such as industry reports, ratings, surveys, or media outlets. You can use secondary data to get a general overview of the television market, the trends, the competitors, and the opportunities. You can also use secondary data to segment your target audience by demographics, psychographics, behavior, or media consumption habits. Secondary data can help you identify potential clients, their needs, and their challenges.

3 Step 3: Conduct primary research

Primary research is information that you collect yourself, directly from your target audience or clients. You can use primary research to get more specific and detailed insights into their preferences, motivations, expectations, and feedback. You can conduct primary research through methods such as interviews, focus groups, surveys, or experiments. Primary research can help you create a unique value proposition, a compelling message, and a customized solution for your clients.

4 Step 4: Analyze your data

Once you have collected enough data, you need to analyze it and draw conclusions. You can use various tools and techniques to organize, visualize, and interpret your data, such as charts, graphs, tables, or statistics. You can also use qualitative methods, such as thematic analysis, to identify patterns, themes, or insights from your data. The goal of data analysis is to find out what your target audience wants, what their pain points are, and how you can solve them.

5 Step 5: Create your pitch

Based on your data analysis, you can create your pitch for selling advertising space on television. Your pitch should highlight the benefits of television advertising for your clients, such as reaching a large and diverse audience, creating brand awareness, generating emotional impact, or driving action. Your pitch should also address any objections or concerns that your clients may have, such as cost, return on investment, or competition. Your pitch should be clear, concise, and persuasive.

6 Step 6: Test and refine your pitch

The final step of using market research to sell advertising space on television is to test and refine your pitch. You can test your pitch by presenting it to a sample of your target clients, or by using a simulation tool, such as a mock-up or a video. You can then collect feedback, measure the response, and evaluate the results. You can use the feedback and the results to improve your pitch, such as by adding more evidence, examples, or testimonials, or by adjusting your tone, language, or style.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?