1. Television and Radio Media
Chapter 9
Television and Radio Media

2. Chapter 9 : Television and Radio Media
Chapter Objectives
To examine the structure of television and radio industries and the role of each medium in the advertising program.
To consider the strengths and limitations of TV and radio as advertising media.
To explain how advertising time is purchased for television and radio media, how audiences are measured, and how rates are determined.
Chapter 9 : Television and Radio Media

3. Strengths of Television
Creativity and impact
High impact
Sight-sound-motion
Coverage and cost effective
Mass coverage
High reach
Chapter 9 : Television and Radio Media

4. Strengths of Television
Captivity and attention
Attention getting
Favorable image
Selectivity and flexibility
High prestige
Low exposure cost
Chapter 9 : Television and Radio Media

5. Limitations of Television
Costs
Lack of selectivity
Geographic selectivity
Audience selectivity
Fleeting message
Leaves nothing tangible for the viewer to examine or consider
Chapter 9 : Television and Radio Media

6. Limitations of Television
Clutter
Limited viewer attention
Zipping
Zapping
Video cassette recorders
Distrust and negative evaluation
Chapter 9 : Television and Radio Media

7. Chapter 9 : Television and Radio Media
Use TV Only If . . .
The budget is large enough to produce high quality commercials
The media budget is sufficient to generate and sustain the number of exposures needed
Chapter 9 : Television and Radio Media

8. Chapter 9 : Television and Radio Media
Use TV Only If . . .
The market is large enough and can be efficiently reached through a specific network, station, or program
There is a genuine need for a medium with high creative potential to exert a strong impact
Chapter 9 : Television and Radio Media

9. Buying Television Advertising Time
Network advertising
Affiliated stations are linked
Purchase transactions are simplified
Spot advertising
Commercials shown on local stations
May be local or “national spot” commercials
May be purchased by daypart or adjacency
Chapter 9 : Television and Radio Media

10. Buying Television Advertising Time
Sponsorship advertising
Advertiser is responsible for production and content of program
Responsible for advertising that appears within program
Sponsor has control and can capitalize on the prestige associated with a show
Chapter 9 : Television and Radio Media

11. Three TV Buying Decisions
Network versus spot
Reach is the primary consideration but ease of purchase is important
National versus local spot
Spots purchased by national advertisers are known as national spot
Specific Daypart and weeks
Scheduling depends on reach and frequency requirements
Chapter 9 : Television and Radio Media

12. Chapter 9 : Television and Radio Media
TV Dayparts
Morning 7:00 AM - 9:00 AM Mon. – Fri.
Daytime 9:00 AM - 4:30 PM Mon. - Fri.
Early fringe 4:30 PM - 7:30 PM Mon. – Fri.
Prime-time access 7:30 PM - 8:00 PM Sun. – Sat.
Prime time 8:00 PM - 11:00 PM Mon. – Sat.
Prime time sun 7:00 PM - 11:00 PM Sun.
Late news 11:00 PM - 11:30 PM Mon. - Fri.
Late fringe 11:30 PM - 1:00 AM Mon. - Fri.
Chapter 9 : Television and Radio Media

13. Specialty Television Advertising
Cable / CATV
They offer the opportunity for narrowcasting, economy, and flexibility
Superstations
They send their signals via satellite to operators to make their programs available to subscribers
Chapter 9 : Television and Radio Media

14. Specialty Television Advertising
Specialty networks
Specialty networks now have about 28 per cent of the viewing audience
Used to reach specific target audiences
Chapter 9 : Television and Radio Media

15. Cable Television (CATV)
Characteristics of cable.
National, regional, and local available.
Targets specific geographic areas.
Advantages of cable.
Reaches specialized markets.
Low cost and flexibility.
Limitations of cable.
Overshadowed by major networks.
Audience is fragmented.
Lacks penetration in major markets.
Chapter 9 : Television and Radio Media

16. Measuring TV Audiences
Audience measures
Measured by rating services (BBM Canada or Nielsen media research)
Size and composition indicated
Television households (HH)
Number of HH that own a TV
Usually number of HH in a market
Chapter 9 : Television and Radio Media

17. Measuring TV Audiences
Program rating
Percentage of TV HH tuned to a show
“Rating point” = 1 percent of TV HH
Households using TV (HUT)
Percentage of homes in an area watching TV at a given time
Share of audience
Percentage of HUT tuned to a show
Chapter 9 : Television and Radio Media

18. Chapter 9 : Television and Radio Media
TV Audience Measures
HH tuned to show
Total U.S. HH
Rating =
Program Rating
HH tuned to show
U.S. HH using TV
Share =
Share of Audience
Chapter 9 : Television and Radio Media

19. Audience Measurement Technology
Nielsen television index
Provides daily and weekly estimates of TV viewing
And national sponsored network and major cable
Program audiences
The audimetre is hooked up to the TV set to continuously measure the channels to which the set is tuned
The people meter
An electronic measuring device like the audimetre, but also measures who is watching
Chapter 9 : Television and Radio Media

20. Radio and TV Similarities
Are time oriented
Are sold in time segments
Have some network affiliates
Have some independents
Use the public airway
Are externally paced media
Are passive, low-involvement
Chapter 9 : Television and Radio Media

21. Chapter 9 : Television and Radio Media
Radio Differs From TV
Radio Broadcasting….
Offers only an audio message
Is more limited communication
Costs much less to produce
Costs much less to purchase
Has less status and prestige
Chapter 9 : Television and Radio Media

22. Chapter 9 : Television and Radio Media
Strengths of Radio
Cost and efficiency
Selectivity
Low cost
Build more reach and flexibility
Chapter 9 : Television and Radio Media

23. Chapter 9 : Television and Radio Media
Strengths of Radio
Flexibility
Ability to change message just before airtime
Mental imagery
Integrated marketing
Chapter 9 : Television and Radio Media

24. Chapter 9 : Television and Radio Media
Limitations of Radio
Creative limitation
Lack of visual image
Audience fragmentation
Large number of stations
Limited research data
Limited data about consumers
Chapter 9 : Television and Radio Media

25. Chapter 9 : Television and Radio Media
Limitations of Radio
Limited listener attention
Listeners switch stations
People talk on cell phones instead of listening
Clutter
10 minutes of clutter every hour
Chapter 9 : Television and Radio Media

26. Chapter 9 : Television and Radio Media
Dayparts for Radio
Morning drive time 6:00 AM — 10:00 AM
Daytime 10:00 AM — 3:00 PM
Aft./Eve. Drive time 3:00 PM — 7:00 PM
Nighttime 7:00 PM — 12:00 AM
All night 12:00 AM — 6:00 AM
Chapter 9 : Television and Radio Media

27. Chapter 9 : Television and Radio Media
Buying Radio Time
Network radio
Using networks minimizes the amount of negotiation
And administrative work needed for coverage
Spot radio
About 20% of all spot announcements
Allows great flexibility and targeting
Purchase transaction can be difficult
Chapter 9 : Television and Radio Media

28. Chapter 9 : Television and Radio Media
Buying Radio Time
Local radio
Nearly 80% of advertisers are local
Local CATV is becoming competitive
Chapter 9 : Television and Radio Media

29. Measuring the Radio Audience
The three basic elements in the BBM Canada
Person estimates
The estimated number of people listening
Rating
The percentage of listeners in the survey area population
Share
The percentage of the total estimated listening audience
Chapter 9 : Television and Radio Media