Comparison advertising puts aside imagery for hard facts. This is another way to set yourself apart from competing companies.
"Channel 4 is the only station with live radar. Not Channel 5. Not Channel 17. No one but Channel 4 has this lifesaving equipment," is a form of comparison advertising.
If your audience isn't noticing the reasons why your media product is unique, comparison ads may be the solution. But care must be taken not to appear mean-spirited. If your station wants to be seen as the friendly, neighborly station, comparison advertising may not work at all.
You can soften the punch by not naming your competitors directly. "No other station but Channel 4 has live radar," is more polite, but watering down your ad makes it less effective.
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