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 results.

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.

FMI: www.beapilot.com