Evaluation of Broadcast Media 11 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Television Advantages Selectivity and Flexibility Captivity and Attention Coverage and Cost Effectiveness Creativity and Impact

Reaching Large Audiences via Program *Click outside of the video screen to advance to the next slide

Television Disadvantages Low Selectivity Low Selectivity Fleeting Message Fleeting Message Cost Clutter Distrust Negative Evaluation Negative Evaluation Limited Attention Limited Attention Negative Factors Negative Factors Zipping Zapping

Viewer Involvement

DVRs are Impacting Television

Top 10 Network TV Advertisers

Clever TV Ads Entertain, Inform, and Retain *Click outside of the video screen to advance to the next slide

Network versus Spot May be local or “national spot” commercials Network Spot & Local Spot & Local Purchase transactions are simplified Affiliated stations that are linked Commercials shown on local stations

The CW Network

Test Your Knowledge _____ are shows that are sold or distributed on a station-by-station, market-by-market basis. A) Spot broadcasts B) Televised advertorials C) Affiliate programs D) Participation programs E) Syndicated programs

Syndicated Programs Off-network syndication are “reruns” First-run syndications are also featured Advertiser- supported or bartered Sold and distributed station by station Programs sold to stations in return for air time

Top 10 Syndicated Programs

Methods of Buying Time Sponsorship 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 Participations 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 1. May be purchased by daypart or adjacency

Weekday Television Dayparts Prime-Time Access7:30 p.m.-8:00 p.m. Late News11:00-11:30 p.m. Morning7:00-9:00 a.m. Early Fringe4:30 p.m.-7:30 p.m. Late Fringe11:30-1:00 a.m. Prime Time8:00 p.m.-11:00 p.m. Daytime9:00 a.m.-4:30 p.m.

Cable Television (CATV) Advantages 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 Characteristics 1.National, regional, and local available 2.Targets specific geographic areas 1.National, regional, and local available 2.Targets specific geographic areas Limitations 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 *Click outside of the video screen to advance to the next slide

The Future of Cable Govt. regulations More channels Competition Future Challenges DBS services 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 Program Rating Households Using TV Share of Audience

TV Audience Measures HH tuned to show U.S. HH using TV Share = Share of Audience HH tuned to show Total U.S. HH Rating = 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 media Are sold in time segments Have some network affiliates Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media Are passive, low-involvement Both media…

Radio Differs From TV Is more limited communication Costs much less to produce Costs much less to purchase Offers only an audio message Has less status and prestige

Advantages of Radio Mental Imagery Flexibility Selectivity Receptivity Cost and Efficiency Integrated 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 *Click outside of the video screen to advance to the next slide

Radio Gives Customers a Clearer Picture

Limitations of Radio Audience Fragmentation Limited Research Data Creative Limitations Chaotic Buying Limited Listener Attention Clutter Digital Media Competition

Buying Radio Time Over 100 regional/area networks Three national networks A multitude of syndicated programs Network Radio About 20% of all spots Allows great flexibility, targeting Purchase transaction can be difficult Spot Radio Nearly 80% of advertisers are local Local CATV is becoming competitive Local 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 estimates Share Rating Arbitron Network audience measures RADAR

Media Planner Responsibilities Identify advertising rates Optimize the advertiser’s budget Ensure target audience coverage Set time schedules