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Evaluation of Media: Television and Radio

11. Evaluation of Media: Television and Radio. The Impact of DVRs on Television. 11- 2. Television Advantages. Creativity and Impact. Coverage and Cost Effectiveness. Captivity and Attention. Selectivity and Flexibility. 11- 3. Top 10 Network TV Advertisers. 11- 4.

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Evaluation of Media: Television and Radio

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  1. 11 Evaluation of Media: Television and Radio

  2. The Impact of DVRs on Television 11-2

  3. Television Advantages Creativity and Impact Coverage and Cost Effectiveness Captivity and Attention Selectivity and Flexibility 11-3

  4. Top 10 Network TV Advertisers 11-4

  5. Selectivity and Flexibility 11-5

  6. Television Limitations Fleeting Message Cost Limited Attention Low Selectivity Zipping Clutter Zapping Negative Evaluation Distrust Negative Factors 11-6

  7. Network versus Spot Affiliated stations that are linked Purchase transactions are simplified Commercials shown on local stations May be local or “national spot” commercials Network Spot & Local 11-7

  8. The CW Network 11-8

  9. Test Your Knowledge _____ are shows that are sold or distributed on a station-by-station, market-by-market basis. A) Spot broadcasts B) Televised advertorials C) Affiliate programs D) Participation programs E) Syndicated programs 11-9

  10. Syndicated Programs Off-network syndication are “reruns” Programs sold to stations in return for air time First-run syndications are also featured Sold and distributed station by station Advertiser-supported or bartered 11-10

  11. Top 10 Syndicated Programs 11-11

  12. Methods of Buying Time Sponsorship Participations Spot Announcements 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on a show’s prestige 1. Participating sponsors share the cost 2. May occur regularly or sporadically 3. Advertiser doesn’t do production 4. Participants lack control over content 1. May be purchased by daypart or adjacency 11-12

  13. TV Advertising Buying Decisions Network Versus Spot Reach is the primary consideration but ease of purchase is important. National Versus Local Spot Considerations are the geographic markets and ability to acquire airtime. Sponsor, Participate,or Spot Method of buying affects cost, commitment, and identification. Specific Daypart and Weeks Scheduling depends on reach and frequency requirements. 11-13

  14. Common Television Dayparts 11-14

  15. Cable Television • Rapid growth during last 20 years • 91% of households have cable TV via wired cable or satellite • Development of superstations • Independent local stations that send their signals nationally via satellite • Sports, movies, and reruns of network shows • Carries national advertising 11-15

  16. Advertising on Cable Television Advantages Limitations • National, regional, and local available • Highly selective “narrowcasting” • Low cost • Flexibility • Overshadowed by major networks • Audience fragmentation • Lacks penetration in major markets 11-16

  17. The Future of Cable More channels Govt. regulations DBS services Competition New technology Future Challenges 11-17

  18. Test Your Knowledge The sole source of network television and local audience information is: A) Arbitron Co. B) Nielsen Media Research C) RADAR D) Smart-TV E) Burke Research 11-18

  19. Measuring the TV Audience Total Audience Program Rating Share of Audience Households Using TV 11-19

  20. TV Audience Measures Share of Audience Program Rating 11-20

  21. National Audience Information 11-21

  22. Local Audience Information • NSI reports • Viewing times • Programs watched • Audience size estimates • Demographics 11-22

  23. Sweeps Periods 11-23

  24. Developments in Audience Measurement Commercial Ratings Data (C3) Anywhere Media Measurement (A2/M2) EngagementMetrics 11-24

  25. Radio and TV Similarities Are time oriented media Both Media… Are sold in time segments Have some network affiliates Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media Are passive, low-involvement 11-25

  26. Advantages of Radio Cost and Efficiency Receptivity Selectivity Flexibility Mental Imagery Integrated Marketing 11-26

  27. Radio Gives Customers a Clearer Picture 11-27

  28. Limitations of Radio Creative Limitations Audience Fragmentation Chaotic Buying Limited Research Data Limited Listener Attention Digital Media Competition Clutter 11-28

  29. Buying Radio Time Network Radio • Three national networks • Over 100 regional/area networks • A multitude of syndicated programs SpotRadio • About 20% of all spots • Allows great flexibility, targeting • Purchase transaction can be difficult Local Radio • Nearly 80% of advertisers are local • Local CATV is becoming competitive 11-29

  30. Radio Time Classifications 11-30

  31. Test Your Knowledge Arbitron: A) Measures local radio audiences B) Measures listenership to webcasts C) Provides radio stations with monthly cume ratings D) Now owns RADAR, which is a source of national network rating numbers E) All of the above 11-31

  32. Audience Information Person estimates Share Rating RADAR Network audience measures Arbitron 11-32

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