TELEVISION ADVERTISING. What is the “PRODUCT” that a television station sells? The AUDIENCE is the product. Shows are created to attract an audience Commercials.

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Presentation transcript:

TELEVISION ADVERTISING

What is the “PRODUCT” that a television station sells? The AUDIENCE is the product. Shows are created to attract an audience Commercials are created to sell the advertiser’s product. Time is provided for the advertisers to reach the target audience.

Who measures the television audience for advertisers? Nielsen Media Research Uses viewer diaries to determine the audience size and demographics Ratings – percent of televisions in America tuned to a broadcast Share – number of televisions in use tuned to a broadcast

“Sweeps” Months when New Shows, Special Episodes, Guest Stars are used to boost ratings February May July November

Prime Time When more people watch television Biggest revenue for television stations Central Time Zone 7pm thru 10pm Most watched night Thursday 2nd Most Watched Night is Sunday

Demographics Age Race Income Education Employment status Location Mobility (in terms of travel time to work or number of vehicles available)

Demographic Demo.Millions Adult Men Women Prime Demographic Women 25-54

Most Watched Broadcasts ShowMillions of Viewers Final Episode of 105.9

Super Bowl Commercial Costs Around $3.5 million for :30 seconds Around million viewers Cost per viewer = 3.14 cents

According to Nielsen Media Research Most-watched commercial minute was Chevy Camaro* (two guys describing ad) It had million viewers. The most watched commercial of all time (as of 2011).

©2003 Texas Trade and Industrial Education Media Technology: Commercials11 Advertising Appeals Security/Love of Family/Emotion Economy/Savings Testimonial Bandwagon Pride/Comparison Health Humor Adventure Sex appeal

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