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It's not cost effective to “anchor” your commercials in drive time only. When our clients buy “TAP” (Total Audience Plan), their commercials run equally in all dayparts; including drive times.
Attacking a night and weekend audience is a great way to stretch a small advertising budget. Think we're kidding? Think of the hundreds of possible customers you could easily influence who work night and weekend shifts at High Desert State Prison or CCC. What about the hundreds who are running errands on the weekends. Drive through the parking lots of Lassen and Plumas Counties and imagine all those car radios turned on. Plus, there's less advertising in the evening and weekends, which means your commercial will be noticed even more than usual.
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