1. How High Is Up?
By Laurie-Lynne Ungurain on 07/01/2015
Our clients often ask whatthe optimal % of digital networks should be represented in the anatomyof their television
buys. This is a perpetual evolution,requiring on-going review of share oftuning, specialtyrankers,and
reach/frequencyruns.The answer varies by client, category and demographic.
However, our key takeaway is that the networks previouslyknown as “diginets” provide incremental reach,a relevant
environmentand an opportunity to reach the lighttelevision viewer. Furthermore,in major Canadian TV markets all
stations,regardless ofconventional and specialty,are digital.It is the proper blending ofthese specialtynetw orks that
produce incremental reach in a relevant environment.
Depending on the demographic,the normative range for digital network in the specialty mix would be between 0 –
30%, enhancing the quality of the buy. We’ve demonstrated the law of diminishing returns.However,a clientwho
uses 70% digital,can still achieve an 80.7% reach.
We’re hoping by educating our clients,we can remove the preconceived myth that these networks only provide
efficiencies and are tonnage.

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