CBS 19
CBS affiliate KYTX-TV 19 wanted to make an impact in the 60+ age group—the demographic that accounts for about half of all Nielsen diaries.
BDM designed a simple, elegant mailer featuring photos of the news team and an easy-to-read questionnaire designed to elicit some basic viewing preferences from the target group. The mailers used variable data for personalization and included a tear-off, postage-paid return that made participation quick and painless. Everyone who completed the survey was entered into a drawing for a flat screen TV.
CBS 19 received a whopping 10% return on the mailers—many times higher than typical direct mail—giving them valuable insight into the viewing habits and preferences of this loyal audience demo!