Thu, Oct 14, 2004
Cable TV provides better return for the dollar for popular
aviation education program
Be A Pilot's 2004 TV
campaign has generated 22,837 pilot prospects through October 3,
topping 2003 results while reversing the constant increase in
national cable TV network advertising costs in recent years.
Residual leads may drive total TV response to between 23,000 and
23,5000, the largest component of the 30,000 to 35,000 pilot
prospects generated by Be A Pilot each year.
Along with reducing costs, Be A Pilot conducted a longer TV
campaign this year -- 23 weeks compared to its standard 20 week
April to September effort.
The 2003 April-September campaign yielded 22,168 leads initially
and 22,608 by year end. Special pre-Christmas advertising for the
December 17 Wright Brothers anniversary boosted the 2003
The current three percent increase in TV response was achieved
with a 4.6 percent decrease in cost per TV lead -- a major measure
of Be A Pilot Effectiveness. Initial data shows overall cost per TV
lead at $32.67, compared to $34.26 in 2003.
Be A Pilot introduced new advertising techniques this year to
boost response and cut costs, including "long form" 60 second
commercials, direct-to-camera testimonials and purchase of "direct
response" advertising time.
Discovery Channel and Discovery Wings cable networks continued
as top producers for the effort. New advertising on Discovery
Science successfully replaced Tech TVm which was discontinued after
an ownership and format change.
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