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TELEVISION ADVERTISING. What is the “PRODUCT” that a television station sells?. The AUDIENCE is the product. Shows are created to attract an audience. Commercials are created to sell the advertiser’s product. Time is provided for the advertisers to reach the target audience.

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Television advertising

TELEVISION ADVERTISING


What is the product that a television station sells
What is the “PRODUCT” that a television station sells?

The AUDIENCE is the product.

  • Shows are created to attract an audience

  • Commercials are created to sell the advertiser’s product.

  • Time is provided for the advertisers to reach the target audience.


Who measures the television audience for advertisers
Who measures the television audience for advertisers?

Nielsen Media Research

  • Uses viewer diaries to determine the audience size and demographics

Ratings – percent of televisions in America tuned to a broadcast

Share – number of televisions in use tuned to a broadcast


Sweeps
“Sweeps”

Months when New Shows, Special Episodes, Guest Stars are used to boost ratings

  • February

  • May

  • July

  • November


Prime time
Prime Time

  • When more people watch television

  • Biggest revenue for television stations

Central Time Zone

7pm thru 10pm

Most watched night

Thursday

2nd Most Watched Night is Sunday


Demographics
Demographics

  • Age

  • Race

  • Income

  • Education

  • Employment status

  • Location

  • Mobility (in terms of travel time to work or number of vehicles available)


Demographic
Demographic

Prime Demographic

Women 25-54



Super bowl commercial costs
Super Bowl Commercial Costs

Around $3.5 million for :30 seconds

Around 111.3 million viewers

Cost per viewer = 3.14cents


According to nielsen media research
According to Nielsen Media Research

  • Most-watched commercial minute was Chevy Camaro*

    (two guys describing ad)

  • It had 119.6million viewers.

  • The most watched commercial of all time

    (as of 2011).


Advertising appeals
Advertising Appeals

  • Security/Love of Family/Emotion

  • Economy/Savings

  • Testimonial

  • Bandwagon

  • Pride/Comparison

  • Health

  • Humor

  • Adventure

  • Sex appeal

Media Technology: Commercials


ad