Agencies Value Pay TV Says Respondents to CASBAA/GfK Survey

Media agencies in Singapore and Hong Kong regularly consider international pay-TV channels in the media mix for regional/multi-market campaigns according to a survey conducted for CASBAA by GfK Retail and Technology.

“We are encouraged to see that 67% of planners, buyers and senior management often consider pay TV when planning their media campaigns,” said Christopher Slaughter, CEO, CASBAA. “Over eight in ten respondents subscribe to a pay TV/ cable service at home, so they well appreciate what our media can offer – especially how multichannel TV is able to offer custom solutions for today’s media ecosystem.”

Media agencies have a wide range of criteria when planning or buying TV overall, with mass reach being the top reason (73%). By comparison, targeted reach/ audience profile is seen as being important for planning and buying international pay TV/cable channels (86%), followed by audience quality (84%). Pay TV providers are also expected to perform across a wide range of important factors including cost efficiency, flexibility, post campaign evaluations, unique content and integrated solutions.http://www.mediamughals.com/Press-Release/Article/4481/Agencies_Value_Pay_TV_Says_Respondents_to_CASBAA_GfK_Survey_.htm