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Electronic Media: Television and Radio

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Presentation on theme: "Electronic Media: Television and Radio"— Presentation transcript:

1 Electronic Media: Television and Radio
Chapter 12 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

2 Learning Objectives LO1: Describe the advantages & disadvantages of broadcast television as an advertising medium. LO2: Discuss the various options for advertising on television. LO3: Explain how to measure television audiences & select the best programs to buy. 12-2

3 Learning Objectives LO4: Describe the advantages & disadvantages of radio as an advertising medium. LO5: Explain the options for advertising on radio & how radio audiences are measured. 12-3

4 The Medium of Television
Broadcast TV can be independent or affiliated with a network Cable 91% of households had cable in 2010 TV Audience Trends Most people believe TV to be the most authoritative advertising source. Nearly every home in the US has a TV. 12-4

5 Pros and Cons of Broadcast TV Advertising
Mass Coverage Low cost per exposure Some Selectivity Creativity & Impact Prestige Social Dominance Cons High Production Cost High Airtime Cost Limited Selectivity Brevity Clutter “Zipping & Zapping” 12-5

6 The Medium of Television
Types of TV advertising Spot Announcements Program-Length ads (PLAs, Infomercials) Product Placements 12-6

7 TV Audience Measurement
Rating Services Companies samples of TV & radio audiences cable services sometimes provide their own ratings services Defining Television Markets Nielson’s Designated Market Areas (DMAs) 12-7

8 TV Audience Measurement
Dayparts Segmenting the broadcast day (eastern/pacific) 6:00am early morning 9:00am daytime 4:30pm early fringe 7:30pm prime access 8:00pm prime time 11:00pm late news 11:30pm late night 12-8

9 TV Audience Measurement
TV Audience Measurements TV Households Households Using TV Program Rating Audience share Total audience Audience composition 12-9

10 TV Audience Measurement
Gross Rating Points total rating points by a media schedule over a period Audience Measurements TV Households Households Using TV Program Rating Audience share Total audience Audience composition 12-10

11 The Medium of Radio Who uses radio Percent of US who listen
in an average week, 93% in an average day, 71% imagery transfer happens when audio from TV spots are converted to radio spots 12-11

12 The Medium of Radio Radio Programming & Audiences
Radio stations usually have a specific programming format FM radio: better sound, more program variety & fewer commercials. AM radio: more news/talk programs. Satellite Radio: extensive program choices 12-12

13 Buying Radio Time Radio Dayparts
6am Morning Drive 10am Daytime 3pm Afternoon/Evening Drive 7pm Nighttime Midnight All Night can purchase by daypart or run-of-station 12-13

14 Pros and Cons of Radio Advertising
Reach & Frequency Selectivity Cost Efficient Timely Immediate Locally Relevant Creatively Flexible Cons Heard, but not seen Segmented Audiences Short-Lived Half-Heard Cluttered 12-14

15 Buying Radio Time Radio Terminology
Average Quarter-Hour Audience (AQH Persons) Gross Impressions Gross Rating Points Cume Persons Cume Rating 12-15

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