1. Chapter 11 Evaluation of Media: Television and Radio

2. Advantages of Television
Excellent creativity and impact
High coverage and more cost-effectiveness
High captivity and attention
Selectivity and flexibility

3. Limitations of Television
Costs
Lack of selectivity
Fleeting message
Clutter
Zipping: Occurs when viewers fast-forward through commercials as they play back a previously recorded program
Zapping: Changing channels to avoid commercials
Limited viewer attention
Distrust and negative evaluation

4. Network Advertising Advantages Disadvantages
Simplifies the purchase process
Cost of advertising on prime time is very high
Availability of time slots
Up-front market: Buying period that occurs before the TV season begins
Scatter market: Buying period that occurs throughout the season
Disadvantages

5. Spot and Local Advertising
Advantages
Offers flexibility to national advertisers
Growth in syndication
Disadvantages
Difficult to acquire
Greater variations in the pricing policies and discount structure of individual stations
Station reps: Individuals who act as sales representatives for a number of local stations in dealings with national advertisers
Subject to more commercial clutter

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

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

8. Syndication Syndicated programs Types
Shows that are sold or distributed on a station-by-station or market-by-market basis
Types
Off-network syndication - Reruns of network shows that are bought by individual stations
First-run syndication - Shows produced specifically for the syndication market
Advertiser-supported or barter syndication
Shows are sold to stations in return for a portion of the commercial time in the show
Offers both off-network and first-run syndicated programs

9. 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
Participations
1. Participating sponsors share the cost
2. May occur regularly or sporadically
3. Advertiser doesn’t do production
4. Participants lack control over content
Spot Announcements
1. May be purchased by daypart or adjacency

10. TV Advertising Buying Decisions
Reach is the primary consideration but ease of purchase is important.
Network Versus Spot
Considerations are the geographic markets and ability to acquire airtime.
National Versus Local Spot
Method of buying affects cost, commitment, and identification.
Sponsor, Participate, or Spot
Scheduling depends on reach and frequency requirements.
Specific Daypart and Weeks

11. Common Television Dayparts

12. Advertising on Cable Television
Advantages
Limitations
National, regional, and local available
Highly selective “narrowcasting”
Low cost
Flexibility
Overshadowed by major networks
Audience fragmentation
Lacks penetration in major markets

13. Television Audience Measures
Size and composition measured by ratings services
Home with at least one operable TV or monitor with the ability to deliver video
Television household
Percentage of TV households in an area that are tuned to a specific program during a specific time period
Ratings point: Represents 1 percent of all the television households in a particular area tuned to a specific program
Program rating

14. Measuring the TV Audience
Total Audience
Program Rating
Share of Audience
Households Using TV

15. Radio and TV Similarities
Are time oriented media
Both 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

16. Advantages of Radio Cost and efficiency Receptivity Selectivity
Flexibility
Mental imagery
Image transfer: Images of a TV commercial are implanted into a radio spot
Integrated marketing opportunities

17. Limitations of Radio Creative limitations Fragmentation
Chaotic buying procedures
Limited research data
Limited listener attention
Competition from digital media
Clutter

18. Buying Radio Advertising Time
Network radio - Purchased on a network basis using one of the national networks
Spot radio provides:
Greater flexibility in selecting markets
Individual stations
Airtime and a chance to adjust the message for local market conditions
Local radio - Purchased from individual stations by local companies

19. Figure 11.7 - Dayparts for Radio