1. Chapter 9 Broadcast Media
Transmit sounds or images electronically—bounded by time
Includes radio and television
Broadcast engages more senses than reading and adds audio as well as motion for television

2. Radio Industry Structure AM/FM Public radio Cable radio
Satellite radio
LPFM
Web radio
Radio Advertising
Relies on the listener’s mind to fill in the visual element
Delivers a high level of frequency
Radio commercials lend themselves to repetition

3. Network Spot Syndicated Revenue Categories
Group of local affiliates connected to one or more national networks
Viable national medium for many products
Growth has contributed to increase in syndicated radio

4. Network Spot Syndicated Revenue Categories
When an advertiser places an ad with an individual station rather than a network
Makes up nearly 80% of all radio advertising
Messages can be tailored for particular audiences

5. Network Spot Syndicated Revenue Categories
Offers advertisers a variety of high-quality, specialized, and usually original programs
Advertisers value syndicated programming because of the high level of audience loyalty

6. The Radio Audience Station fans Radio fans Music fans News fans
Largest segment
A clear preference for one or two stations
Radio fans
May listen to four or five stations per week
Show no preference for one particular station
Music fans
People who listen exclusively for the music being played
News fans
Choose stations based on a need for news and information
Have one or two favorite stations

7. Measuring the Radio Audience
Dayparts
Typical radio programming day is divided into five segments called dayparts
Coverage
The number of homes in a geographic area that are able to pick up the station clearly
Ratings
The percentage of homes actually tuned in to a particular station

8. Radio Advantages Target audience Affordability Frequency Flexibility
Mental imagery
High level of acceptance
Disadvantages
Listener inattentiveness
Lack of visuals
Clutter
Scheduling and buying difficulties
Lack of control

9. Television
Television advertising is embedded in television programming
Sometimes the ad becomes the programming
Prices have increased and while audiences have become smaller
Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences

10. Structure of the Television Industry
Network television
Cable and subscription
Local television
Public television
When two or more stations are able to broadcast the same program that originates from a single source
Networks originate programs and provide them to local affiliates

11. Structure of the Television Industry
Network television
Cable and subscription
Local television
Public television
Provide highly targeted special-interest programming options
Cable is most familiar example of subscription television—satellite is another

12. Structure of the Television Industry
Network television
Cable and subscription
Local television
Public television
Affiliated with a network
Carry network programming and their own programs
Independent stations
Most advertisers are local retailers

13. Structure of the Television Industry
Network television
Cable and subscription
Local television
Public television
Many consider public television to be commercial-free
Stations can air program sponsorship ads—different in nature
Reaches the affluent

14. Programming Options Pay-per-view Program syndication
Off-network syndication
First-run syndication
High-definition TV
Digital Video Reorders
Time-shifting

15. Television Advertising
Sponsorships
Participations
Spot announcements
Advertiser assumes total financial responsibility for producing the program and providing the commercials
Advertiser can control the content and quality of the program and the placement and length of commercials

16. Television Advertising
Sponsorships
Participations
Spot announcements
Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program
Provides more flexibility in market coverage, target audiences, scheduling, and budgeting

17. Television Advertising
Sponsorships
Participations
Spot announcements
Commercials that appear in the breaks between programs
Local affiliates sell these to advertisers who want to show their ads locally

18. Measuring the Television Audience
Rating points
The percentage of all the households with television tuned into a particular program
Share of audience
The percentage of viewers based on the number of sets turned on
Audiometer
Diaries
People meters
Record what television shows are being watched, the number of households watching, and which family members are viewing

19. Television Advantages Pervasiveness/ influence Cost efficiency Impact
Disadvantages
Production costs
Clutter
Wasted reach
Inflexibility
Intrusiveness

20. Film and Video Trailers & ads
Video and DVD distributors also placing ads before movies
Promotional video networks in stores, offices, truck stops, universities, etc.
Advantages
Captive audience
Attention level is higher than for almost any other form of commercials
Disadvantages
Captive audience resents intrusion of ads

21. Product Placement
When a company pays to have verbal or visual brand exposure in a movie or TV program
Advantages
Demonstrates product usage in a natural setting by celebrities
Catches audience when resistance to ads is low
Disadvantages
May not be noticed
Not a match between product/movie/audience

22. Using Broadcast Advertising
Use Radio If…
Local business
Highly targeted audience
Small budget
Timing (aperture)
Personal message with human voice
Works in musical form or strong in mental imagery
Use Television If…
Want wider mass audience
Good budget
Product needs both sight and sound
Prove something to audience
Create or reinforce brand image and personality

23. Using Broadcast Advertising
Use Movie Ads If…
National brand
Have budget to do high-quality commercials
Movie audience matches brand’s target audience
Substantial visual impact and quality production
Use Placement If…
Want to associate brand with stars and story
Viewing audience matches brand’s target audience
Natural fit between product and storyline
Opportunity for brand as star