Good weather, yardwork, and recreational outdoor activities absolutely do take away from the summer TV audience. Add to that, tv programming is full of reruns, infomercials, and old movies, and you can deduct that people turn to other sources for entertainment.
But that doesn't mean that people are NOT watching TV at all, it simply tells us that LESS people are wating as much TV as they would in other seasons.
So, now for the million dollar question,..."What do you do to reach TV viewers during summer?"
Wel, although their is no absolute answer, there are ways to reach the audience you need. You have to realign your focus towards reaching the exact audience with the right message on the best program for their demographic. It's that simple.
Don't expect to reach as many people as you would at other times, but you CAN deliver a specific message to a desired audience more affordably than ever! Many cable programs continue to have followers but, (and if you have the budget) your best bet is to stay with News programming and any "deep reach" program (typically on network TV) like sporting events, concerts, or other mass-appeal programs. The secret is FIND your audience, KNOW what their behavior patterns are, and BE THERE with your message as frequently as possible!
Over and above all of this, keep in mind that radio and online opportunities help you spread your messge during the "mobile" season. Don't replace your entire TV schedule with these, but use them to support your campaigns. Eventually, you will find the "mix" that works best foir you, but THAT is our next blog!...Stay Tuned!