The Capsule Pitch

The Sales Planner and the Competitive Worksheet cover the production of avails, and the rapid dissemination of audience trends. In order to fulfill the primary purpose of the Research Department, which is to formulate a sales presentation unique to the client station in its market situation, TeleRep has designed the Capsule Pitch. This document lays out whatever a salesperson needs to know about a station, including rationale for higher estimates, analysis of the latest rating book, and a review of audience trends in the market. The ratings knowledge of the Research Department and the negotiating experience of the Sales Department are distilled into this comprehensive document.

The Capsule Pitch is updated four times per year, and a separate pitch is issued for each quarter.

Each station presents unique marketing opportunities and problems. Affiliates are not the same as Independents, ABC affiliates are not the same as NBC affiliates, and a CBS affiliate in one market will not be the same as one in another market. The Research Department has developed a repertoire of skills which enable them to deal with each station successfully. The goal at TeleRep is to develop the best pitch for each client individually.

Although the primary purpose of the Research Department is sales support, it serves other functions. Stations use the Research Department in analyzing and understanding the rating reports from a statistical and methodological standpoint. If there are problems with a given report due to undersampling, poor diary or meter distribution, or any other reason, the Research Department works with the station to encourage better research from the rating service. Similarly, the Research Department must stay on top of the latest technological and procedural changes by the rating service.

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