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Chapter 14 Using Electronic Media: Television and Radio. Chapter Overview. Factors to evaluate when considering radio & television in the creative mix. Chapter Objectives. Describe pros & cons of broadcast TV as an ad medium. Describe TV audience measurement.

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Presentation Transcript
chapter overview
Chapter Overview

Factors to evaluate when considering radio & television in the creative mix

chapter objectives
Chapter Objectives

Describe pros & cons of broadcast TV as an ad medium

Describe TV audience measurement

Discuss factors to consider when buying TV time

Discuss the pros and cons of cable TV ads

Explain the process of buying cable and broadcast TV time

Analyze pros & cons of radio in the creative mix

Discuss factors to consider when buying radio time

Evaluate different types of TV advertising

the medium of television
The Medium of Television

Broadcast TV

Cable TV

VHF and UHF

Premium Services

Independent Stations

Ad-Supported Networks

Network Affiliates

Superstations

the medium of television1
The Medium of Television

Pros

Cons

Mass coverage

High production cost

Relatively low cost

High airtime cost

Limited selectivity

Some selectivity

Brevity

Impact

Clutter

Creativity

Zipping and zapping

Prestige

Social dominance

tv audience trends
TV Audience Trends

Cable households

Demographics

Viewing patterns

DVD Rental

Audience fragmentation

TV viewing hours

the medium of television2
The Medium of Television

How adult viewers rate various media

types of tv advertising
Types of TV Advertising

Sponsorship

Participation basis

Syndication

Spot ads

Infomercials

tv ad spending billions
TV Ad Spending (Billions)

Network TV dominates, but is losing ground

cable tv pros and cons
Cable TV Pros and Cons

Pros

Cons

Selectivity

Limited reach

Audience demographics

Fragmentation

Quality

Low cost

Zipping and zapping

Flexibility

Testability

tv audience measurement
TV Audience Measurement

Rating Services

Defining TV Markets

Dayparts

Audience Measures

Nielsen & Others

Cable Ratings

tv audience measurement1
TV Audience Measurement

Rating Services

Defining TV Markets

Dayparts

Audience Measures

Nielsen & Others

Designated Market Areas

Cable Ratings

designated market area
Designated Market Area

Columbus, Georgia designated market area

tv audience measurement2
TV Audience Measurement

Rating Services

Defining TV Markets

Dayparts

Audience Measures

Nielsen & Others

Designated Market Areas

Cable Ratings

tv audience measurement3
TV Audience Measurement

Rating

=

TVHH tuned to program

Total TVHH in area

Rating Services

Defining TV Markets

Dayparts

Audience Measures

Nielsen & Others

Designated Market Areas

TV Households

Cable Ratings

Households Using TV

ProgramRating

AudienceShare

buying tv time
Buying TV Time

GRP

=

Reach (avg rating) × Frequency

Gross Rating Points

Cost

CPP

=

Cost per Point

Rating

Cost

CPM

=

Cost per Thousand

Thousands of People

buying tv time1
Buying TV Time

1. Request avails from

media rep

2. Select most efficient programs

3. Negotiate prices and contracts

other forms of television
Other Forms of Television

MDS

DBS

SMATV

STV

the medium of radio
The Medium of Radio

Who uses radio?

93% of U.S adults listen each week

72% of U.S. adults listen every day

Average time is 2.5 hours per day

Radio’s reach exceeds other media

pros and cons of radio ads
Pros and Cons of Radio Ads

Pros

Cons

Reach & frequency

Limitations of sound

Selectivity

Segmented audiences

Cost efficiency

Short-lived, half heard

Testability

Clutter

Timeliness & immediacy

Local relevance

Creative flexibility

mini network programming
Mini-network Programming

Each network targets a specific demographic group

special programming
Special Programming

Radio stations can increase market share with special programming

buying radio time
Buying Radio Time

Network

Spot

Local

key radio terms
Key Radio Terms

Dayparts

Average quarter-hour audiences

Cumes

ratings based on dayparts
Ratings Based on Dayparts

AQH Persons × 100

AQH Rating

=

Population

GRP

=

AQH Rating × No. of Spots

Cume Estimates

Cume Rating

=

Reach Potential × 100

Population

Run-of-Station (ROS)

Total Audience Plan (TAP)

Average Quarter-Hour (AQH)

Gross Rating Points (GRP)

satellite radio
Satellite Radio

Sirius & XM are major players

Over 16 million listeners

Many program choices

Exclusive programming