chapter 16 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Electronic Media: Television and Radio Factors to evaluate when considering the use of radio and television in the creative mix Chapter

16-3 Chapter 16 Objectives Describe advantages and drawbacks of broadcast TV as an ad medium Discuss advantages and drawbacks of cable TV as an ad medium Explain the process of buying cable and broadcast TV time Evaluate different types of TV advertising Describe the process of TV audience measurement Discuss the main factors when buying TV time Explain major factors to consider when buying radio time Analyze pros and cons of using radio in the creative mix

16-4 The Medium of Television Broadcast TVCable TV VHF and UHF Independent Stations Network Affiliates Premium Services Ad-Supported Networks Superstations TV Audience Trends Demographics DVD Rental TV on over 8 hours/day Cable Households Fragmentation Number of Channels

16-5 The Medium of Television Adult viewers ratings of various media Insert ex. 16-3, p. 512 Media advertising rated by viewers Position = centered horiz., 2.4 vertical Size = 7.11 WIDE Resolution: 300 dpi

16-6 The Medium of Television Types of local, network, and cable TV ads Sponsorship Participation Basis Spot Ads Syndication Program-Length Ads (Infomercials) TV ad spending ($ billions) Insert ex. 16-6, p. 517 Measured TV spending Position = 3.19 horiz., 3.7 vertical Size = 5 WIDE Resolution: 300 dpi

16-7 Types of TV Advertising Prime times most expensive 30-second spots Insert ex. 16-7, p. 517 Ad cost per 30-sec spot Position = 2.9horiz., 1.5 vertical Size = 4.6 TALL Resolution: 300 dpi

16-8 Types of TV Advertising Network and syndication distribution Insert ex. 16-8, p. 519 TV network and syndication distribution Position = 2.9 horiz., 1.5 vertical Size = 4.6 TALL Resolution: 300 dpi

16-9 Dayparts Rating Services Defining TV Markets Audience Measures TV Audience Measurement Nielsen & Networks Cable Ratings

16-10 Dayparts Rating Services Defining TV Markets Audience Measures TV Audience Measurement Nielsen & Networks Cable Ratings Designated Market Areas

16-11 TV Audience Measurement Daytime9 A.M. – 4 P.M Early Fringe4 – 5:30 P.M. Early News5 or 5:30 – 7:30 P.M. Access7:30 – 8 P.M. Prime Time8 – 11 P.M. Late News11 – 11:30 P.M. Late Fringe11:30 – 1 A.M. Dayparts Rating Services Defining TV Markets Audience Measures Nielsen & Networks Cable Ratings Designated Market Areas

16-12 TV Audience Measurement Dayparts Rating Services Defining TV Markets Audience Measures Nielsen & Networks Cable Ratings Designated Market Areas TV Households Households Using TV Program Rating Audience Share Total TVHH in area TVHH tuned to program =Rating

16-13 Buying TV Time Cost per Thousand Cost per Point Gross Rating Points Reach (avg. rating) × Frequency =GRP =CPP Rating Cost Thousands of People =CPM Cost 2. Select most efficient program 3. Negotiate prices and contracts 1. Request avails from media rep

16-14 The Medium of Radio Who uses radio? 95% of U.S adults listen each week 75% of U.S. adults listen every day Average time is 3 hours per day Radios reach exceeds that of other media Insert ex , p. 528 Daily and weekly radio reach Position = 0.35horiz., 0.4 vertical Size = 5.75 TALL Resolution: 300 dpi

16-15 The Medium of Radio Stations in the most common programming formats Insert ex , p. 530 Radio station formats and percentages Position = centered horiz., 2.2 vertical Size = 7.11 WIDE Resolution: 300 dpi

16-16 The Medium of Radio Mini-networks target demographic groups Insert ex , p. 531 Radio mini-networks Position = centered horiz., 2.2 vertical Size = 7.11 WIDE Resolution: 300 dpi

16-17 Ad for a radio program The Medium of Radio Insert photo 16.6, p. 532 Westwood One Radio Network ad Position = 0.35horiz., 0.4 vertical Size = 5.75 TALL Resolution: 300 dpi

16-18 Buying Radio Time Morning drive6 A.M. – 10 A.M. Daytime10 P.M. – 3 P.M. Afternoon drive3 P.M. – 7 P.M. Nighttime7 P.M. – midnight All nightMidnight – 6 A.M. Local Radio Network Spot Radio Dayparts

16-19 Buying Radio Time Ratings Based on Dayparts Cume Estimates Gross Rating Points (GRP) Average Quarter-Hour (AQH) Total Audience Plan (TAP) Run-of-Station (ROS) AQH Rating Population = AQH Persons × 100 GRPAQH Rating × No. of Spots= Cume Rating = Population Reach Potential × 100

16-20 Buying Radio Time Hooked on Phonics.com spot frequently aired during dayparts with high listenership Insert photo 16.7, p. 535 Hooked on Phonics.com radio spot Position = 2.9 horiz., 1.5 vertical Size = 5.7 WIDE Resolution: 300 dpi