Television and Radio Media Chapter 9 Television and Radio Media

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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