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Network TV, Syndication, and Radio

Network TV, Syndication, and Radio. Advantages of Television. Creativity and impact Sight, sound and motion Coverage and cost effectiveness Able to reach mass markets Captivity and attention Relatively intrusive Selectivity and flexibility Cable helps. Limitations of Television. Cost

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Network TV, Syndication, and Radio

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  1. Network TV, Syndication, and Radio

  2. Advantages of Television • Creativity and impact • Sight, sound and motion • Coverage and cost effectiveness • Able to reach mass markets • Captivity and attention • Relatively intrusive • Selectivity and flexibility • Cable helps

  3. Limitations of Television • Cost • Air time and production costs • Lack of selectivity • Specific geographic coverage is tough • Fleeting message • Nothing tangible • Clutter • 9.5 prime time / 12 nonprime time • Limited viewer attention • Zipping and zapping • Distrust and negative evaluation

  4. Key Terms • Sweeps • Nov, Feb, May, July • Designated Market Area (DMA) • Non-overlapping groups of counties • Metro Area • Central, most densely populated portion of market • Households Using Television (HUT) • % of TV owning households with at least 1 TV in use during certain time • Household Rating • % of TV owning households tuned in to a station/program at certain time

  5. The Basics of TV Ratings • Nielsen Media • TV, Radio, Print media, Internet • How does it work for TV? • Recruit sample group • Represents 2.6 people per home • No volunteers • Measurement • “People Meter” – electronic box • And Diaries • All 210 US markets during “sweeps”

  6. Key Demographics • Why are Nielsen ratings important? • Advertisers want bang for buck • Network TV focus: • Adults, both genders, 18-24 • Adults, both genders, 25-49 • Principal dayparts • Early morning (5-9), daytime (9-3), early fringe (3-5) , early news (5-7), access (7-8), prime (8-11), late news (11-11:30), late fringe (11:30-2), overnight (2-5 am)

  7. Top 10 Network Telecasts of All Time(Ranked By Household Rating)

  8. Network TVdistribution network for TV content • What is the main difference with respect to marketing? • Reach • 97% of TV households • What drives network TV? • Revenues • Capture target market • What is the key to entering this market? • Appeal • 3 traditional commercial TV networks? • ABC, CBS, NBC • Produce most of own programming

  9. Promotion and Marketing • The need to build the brand of show and station • ”Must- See TV”, “Come Home to CBS” • Self Marketing • Billboards, sound bites on radio, radio personalities in TV ads, websites, etc… • Advertising on network itself • Vertical • show in next time slot • Horizontal/standard cross plugs • snapshot of next week

  10. Syndication • What is syndication? • Licensing and distribution of reruns and new content • Where produced? • Independent production houses, network production divisions, movie studios with TV production arms, foreign companies/networks • Off net-”the rerun” • Created based on successful pilot (originally on a network) • Appear for first time on network during 13 week period • Friends, ER, CSI • Eventually licensed for reruns if successful (syndication) • No more than 30% see every first time show of each series • The magic number?

  11. Syndication - continued • First run (broadcast for first time as syndication) • Shows developed for syndication directly to local stations • Oprah, Dr. Phil, Entertainment Tonight

  12. Spin Offs

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