Some first-run shows produce fewer leads than their reruns.
We couldn’t believe it either. So we ran it again and again, measured it again and again — and our data drilling processes kept showing us the same response: some very popular television programs are just too good! They can hold big viewership numbers— the cost per thousand metric (CPM) proves this. But what overwhelmingly does not add up is a far more valuable “deployment” metric:
Advice For Generating Leads From TV
Some popular programing has an extremely high cost per lead generated (CPL).
Many television shows are just so popular that their viewers won’t respond to a call to action in the advertising spot. Viewers watch these shows for information and the entertainment, and simply can’t be disturbed to respond to advertising. Don’t buy these shows. It’s now a proven, immutable, axiomatic law… don’t do it.
By beautiful contrast, data collected through our software systems proves that re-runs of these popular television shows will often produce as much as six times more response as the same original program. That’s a big factor when your law firm is looking for advertising that must outsmart the out-spenders in your market. You’ve got to know which shows are going to produce good leads for the money, and which are not.
Kirkpatrick Creative has data-mapped this phenomenon over and over. It proves out well — your best CPL (cost per lead) doesn’t necessarily come from highly rated programming. Nielson has their rating system. It’s measuring viewership. We have a better one. It measures leads that build your firm’s caseload.
Call us. We’d love to put our data-proven marketing and advertising strategies to work for your legal practice. Together we can “mine and refine” for a beautifully streamlined program that doesn’t simply buy high Cost per Thousand programs; it buys low Cost per Lead programs.