Chapter 11 Evaluation of Media: Television and Radio

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

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

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

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

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

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

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

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

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

Common Television Dayparts

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

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

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

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

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

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

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

Figure 11.7 - Dayparts for Radio