Southern Television has a coverage of 52% of homes in the Southern I.T.V. area, and 1,425,000 viewers. Every kind of product shown on T.V. in Britain has at some time been carried by Southern and, for a period of several weeks, more commercial seconds of advertising in total were transmitted than in any other area!
Among the many good reasons for this success story is the company’s policy of making commercial television a thoroughly practical form of marketing for those products and services wishing to expand or introduce business in the South. Southern Television believes in providing a service which makes sense financially in the final analysis of profit and loss for a given product. An indication of this policy is shown in the Southern rate card which came into effect on 12th September, 1959, and showed an over-all reduction of almost 10 per cent.
It is also part of Southern Television’s policy to wait for at least three months after its opening before making a charge for the important new coverage in the South East area which will be gained by the Dover Transmitter. It is thought to be only fair to wait until the true value of Dover in terms of set coverage is known before the additional rate for this area is set. So, a completely new area opens up as a BONUS to all users of Southern Television!
VALUABLE TEST AREA
The value of the South as a test area is now well known to many big and small advertisers. Research has shown that the population in the South of England has plenty of money to spend and a way of life which encourages experiments in buying. The amount of money spent per head on certain products and services far exceeds the national average. And being so close to London, the characteristics of the area are very similar to the most important marketing centre in the country. This is why Southern Television enjoys a large test market business. Advertisers can learn so much at such a reasonable cost.
The success we have enjoyed in our first year is, we believe, a reflection of the benefit brought to advertisers by Southern Television coverage — and of our policy to maintain the high value of our air time in every classification.