Ch. 11 Evaluation of Broadcast Media of Television and Radio

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Presentation transcript:

Ch. 11 Evaluation of Broadcast Media of Television and Radio Television could combine visual images, sound, motion, and color into a program, thus is considered an ideal advertising medium.

Structure of the Television Industry Local Stations and Networks - Cable Television Public Television Syndication Direct Broadcast Satellite (DBS) Services

Buying TV Time: Network vs. Spot Network and Cable advertising Spot and local advertising (national spot, local advertising) Syndicated Programs: shows that are sold or distributed on a station-by-station, market-by-market basis. - Off-network syndication - First-run syndication - Advertiser-supported or barter syndication

Buying TV Time: Different Buying Modes Sponsorship Participations Spot announcements

Buying TV Time: Selecting Time Periods and Programs Considerations here include the selection of a specific time period or daypart segment and audience size and demographic composition. Common Television Dayparts . Morning 7am - 9am, M~ F Daytime 9am - 4:30pm, M~F Early fringe 4:30pm - 7:30pm, M~F Prime-time access 7:30pm -8pm, Sun.~Sat. Prime-time 8pm - 11pm, M~Sat., and 7pm-11pm, Sun. Late news 11-11:30pm, M~F Late fringe 11:30-1am, M~F

Measuring the TV Audience Audience size and composition are important to both advertisers and network or station. Audience Measures Television Households - generally responds to the number of households in a given market, since over 98% U.S. households own at least one TV set. Program Rating = Number of Household turned to show x 100 Total number of U.S. Household Households Using Television: the percentage of homes in a given area where TV is being watched during a specific time period (also called sets in use). Share of Audience = Number of Households turned to show x 100 U.S. households using TV

Audience Information Sources The source of national and network TV audience information is the Nielsen Television Index (NTI), which provides daily and weekly estimates of TV viewing and national sponsorship network and major cable program audience. Information on local audiences is provided by Nielsen Station Index (NSI) which measures TV station audiences in 211 local markets known as designated market areas (DMAs).

Radio In contrast to television, radio has been called the Rodney Dangerfield of media because it gets little respect from many advertisers. However, it has its own uniqueness.

Buying Radio Time Network Radio vs. Spot Radio vs. Local Radio Time periods and programs Audience Information One problem with with radio is the lack of audience information, because there are so many radio stations and thus many small, fragmented audiences, the stations cannot support the expense of detailed audience measurement. There are now two major radio ratings services: Arbitron is the primary supplier of audience information for local stations and the RASAR (Radio’s All-Dimension Audience Research) studies supply information on network audiences.