Evaluation of Broadcast MediaEvaluation of Broadcast Media
11
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Television Advantages
Selectivity and FlexibilitySelectivity and Flexibility
Captivity and AttentionCaptivity and Attention
Coverage and Cost EffectivenessCoverage and Cost Effectiveness
Creativity and ImpactCreativity and Impact
Reaching Large Audiences via Program
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Television Disadvantages
LowSelectivity
LowSelectivity
FleetingMessageFleetingMessage CostCost
ClutterClutter
DistrustDistrustNegativeEvaluationNegative
Evaluation
LimitedAttentionLimited
AttentionNegativeFactors
NegativeFactorsZippingZipping
ZappingZapping
Viewer Involvement
DVRs are Impacting Television
Top 10 Network TV Advertisers
Clever TV Ads Entertain, Inform, and Retain
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Network versus Spot
May be local or “national spot” commercials
May be local or “national spot” commercials
NetworkNetwork
Spot &Local
Spot &Local
Purchase transactions are simplified
Purchase transactions are simplified
Affiliated stations that are linked
Affiliated stations that are linked
Commercials shown on local stations
Commercials shown on local stations
The CW Network
Syndicated Programs
Off-network syndication are “reruns”
Off-network syndication are “reruns”
First-run syndications are also featured
First-run syndications are also featured
Advertiser-supported or
bartered
Advertiser-supported or
bartered
Sold and distributed station by
station
Sold and distributed station by
station
Programs sold to stations in return for air time
Programs sold to stations in return for air time
Top 10 Syndicated Programs
Methods of Buying Time
SponsorshipSponsorship
1. Advertiser assumes responsibility for the production and perhaps content
2. Sponsor has control and can capitalize on a show’s prestige
1. Advertiser assumes responsibility for the production and perhaps content
2. Sponsor has control and can capitalize on a show’s prestige
ParticipationsParticipations
1. Participating sponsors share the cost
2. May participate regularly or sporadically
3. Advertiser isn’t responsible for production
4. Participants lack control over content
1. Participating sponsors share the cost
2. May participate regularly or sporadically
3. Advertiser isn’t responsible for production
4. Participants lack control over content
Spot Announcements
Spot Announcements
1. May be purchased by daypart or adjacency
1. May be purchased by daypart or adjacency
Weekday Television Dayparts
Prime-Time Access 7:30 p.m.-8:00 p.m.
Late News 11:00-11:30 p.m.
Morning 7:00-9:00 a.m.
Early Fringe 4:30 p.m.-7:30 p.m.
Late Fringe 11:30-1:00 a.m.
Prime Time 8:00 p.m.-11:00 p.m.
Daytime 9:00 a.m.-4:30 p.m.
Cable Television (CATV)
AdvantagesAdvantages
1. Highly selective “narrowcasting”
2. Reaches specialized markets
3. Low cost and flexibility
1. Highly selective “narrowcasting”
2. Reaches specialized markets
3. Low cost and flexibility
CharacteristicsCharacteristics
1. National, regional, and local available
2. Targets specific geographic areas
1. National, regional, and local available
2. Targets specific geographic areas
LimitationsLimitations
1. Overshadowed by major networks
2. Audience is fragmented
3. Lacks penetration in major markets
1. Overshadowed by major networks
2. Audience is fragmented
3. Lacks penetration in major markets
ESPN is One of the Most Popular Cable Networks
SportsCenter Spots
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The Future of Cable
Govt. regulations
Govt. regulations
More channels
More channels
CompetitionCompetition
Future Challenges
Future Challenges
DBS services
DBS services
New technology
New technology
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
Measuring the TV Audience
Total Audience
Total Audience
Program Rating
Program Rating
Households Using TV
Households Using TV
Share of AudienceShare of Audience
TV Audience Measures
HH tuned to showU.S. HH using TVShare =
Share of Audience
HH tuned to showTotal U.S. HHRating =
Program Rating
National Audience Information
Local Audience Information
Sweeps Periods
Developments in Audience Measurement
Commercial Ratings data (C3)
Engagement metrics
Anywhere Media Measurement (A2/M2)
Radio and TV Similarities
Are time oriented mediaAre time oriented media
Are sold in time segmentsAre sold in time segments
Have some network affiliatesHave some network affiliates
Have some independentsHave some independents
Use the public airwayUse the public airway
Are regulated by the F.C.C.Are regulated by the F.C.C.
Are externally paced mediaAre externally paced media
Are passive, low-involvementAre passive, low-involvement
Both media…
Both media…
Radio Differs From TV
Is more limited communicationIs more limited communication
Costs much less to produce
Costs much less to produce
Costs much less to purchase
Costs much less to purchase
Offers only an audio messageOffers only an audio message
Has less status and prestige
Has less status and prestige
Advantages of Radio
Mental ImageryMental Imagery
FlexibilityFlexibility
SelectivitySelectivity
Receptivity Receptivity
Cost and Efficiency Cost and Efficiency
Integrated MarketingIntegrated Marketing
Mental Imagery
• Visual elements of television commercials are transferred into the consumer’s mind by using a similar audio track in radio commercials
Burger King Uses Radio Creatively
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Radio Gives Customers a Clearer Picture
Limitations of Radio
Audience FragmentationAudience Fragmentation
Limited Research DataLimited Research Data
Creative LimitationsCreative Limitations
Chaotic BuyingChaotic Buying
Limited Listener AttentionLimited Listener Attention
ClutterClutter
Digital Media CompetitionDigital Media Competition
Buying Radio Time
Over 100 regional/area networksOver 100 regional/area networks
Three national networksThree national networks
A multitude of syndicated programsA multitude of syndicated programs
Network Radio
Network Radio
About 20% of all spotsAbout 20% of all spots
Allows great flexibility, targetingAllows great flexibility, targeting
Purchase transaction can be difficultPurchase transaction can be difficult
SpotRadioSpotRadio
Nearly 80% of advertisers are localNearly 80% of advertisers are local
Local CATV is becoming competitiveLocal CATV is becoming competitive
Local RadioLocal Radio
Dayparts for Radio
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
Audience Information
Person estimatesPerson
estimates
ShareShare RatingRatingArbitronArbitron
Network audience measuresNetwork audience measuresRADARRADAR
Media Planner Responsibilities
Identify advertising ratesIdentify advertising rates
Optimize the advertiser’s budgetOptimize the advertiser’s budget
Ensure target audience coverageEnsure target audience coverage
Set time schedulesSet time schedules
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