2. Evaluation of Broadcast Media 11 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

3. Television Advantages Selectivity and Flexibility Captivity and Attention CoverageCoverage and Cost Effectiveness CoverageCoverage and Cost Effectiveness Creativity and Impact

4. Reaching Large Audiences via Program *Click outside of the video screen to advance to the next slide

5. Television Disadvantages Low Selectivity Low Selectivity Fleeting Message Fleeting Message Cost Clutter Distrust Negative Evaluation Negative Evaluation Limited Attention Limited Attention Negative Factors Negative Factors Zipping Zapping

6. Viewer Involvement

7. DVRs are Impacting Television

8. Top 10 Network TV Advertisers

9. Clever TV Ads Entertain, Inform, and RetainEntertain *Click outside of the video screen to advance to the next slide

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

11. The CW NetworkCW

12. Syndicated Programs Off-network syndication are reruns are Off-network syndication are reruns are First-run syndications are also featuredsyndications First-run syndications are also featuredsyndications Advertiser- supported or bartered Sold and distributed station by station Programs sold to stations in return for air timesold Programs sold to stations in return for air timesold

13. Top 10 Syndicated Programs

14. Methods of Buying Time Sponsorship 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on a shows prestige 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on a shows prestige Participations 1. Participating sponsors share the costParticipating 2. May participate regularly or sporadically 3. Advertiser isnt responsible for production 4. Participants lack control over content 1. Participating sponsors share the costParticipating 2. May participate regularly or sporadically 3. Advertiser isnt responsible for production 4. Participants lack control over content Spot Announcements 1. May be purchased by daypart or adjacency

15. Weekday Television Dayparts Prime-Time Access7:30 p.m.-8:00 p.m. Late News11:00-11:30 p.m. Morning7:00-9:00 a.m. Early Fringe4:30 p.m.-7:30 p.m. Late Fringe11:30-1:00 a.m. Prime Time8:00 p.m.-11:00 p.m. Daytime9:00 a.m.-4:30 p.m.

16. Cable Television (CATV) Advantages 1.Highly selective narrowcasting 2.Reaches specialized markets 3.Low cost and flexibilityLow cost 1.Highly selective narrowcasting 2.Reaches specialized markets 3.Low cost and flexibilityLow cost Characteristics 1.National, regional, and local available 2.Targets specific geographic areas 1.National, regional, and local available 2.Targets specific geographic areas Limitations 1.Overshadowed by major networks 2.Audience is fragmented 3.Lacks penetration in major markets 1.Overshadowed by major networks 2.Audience is fragmented 3.Lacks penetration in major markets

17. ESPN is One of the Most Popular Cable Networks

18. SportsCenter Spots *Click outside of the video screen to advance to the next slide

19. The Future of Cable Govt. regulations More channels Competition Future Challenges DBS services New technology

20. Test Your Knowledge The sole source of network television and local audience information is: A) Arbitron Co. B) Nielsen Media Research. C) RADAR D) Smart-TV E) Burke Research

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

22. TV Audience Measures HH tuned to show U.S. HH using TV Share = Share of Audience HH tuned to show Total U.S. HH Rating = Program Rating

23. National Audience Information

24. Local Audience Information

25. Sweeps Periods

26. Developments in Audience Measurement Commercial Ratings data (C3) Engagement metrics Anywhere Media Measurement (A2/M2)

27. Radio and TV Similarities Are time oriented 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 Both media…

28. Radio Differs From TV Is more limited communication Costs much less to produce Costs much less to purchase Offers only an audio message Has less status and prestige

29. Advantages of RadioRadio Mental Imagery Flexibility Selectivity Receptivity Cost and Efficiency Integrated Marketing

30. Mental ImageryImagery Visual elements of television commercials are transferred into the consumers mind by using a similar audio track in radio commercials

31. Burger King Uses Radio Creatively *Click outside of the video screen to advance to the next slide

32. Radio Gives Customers a Clearer Picture

33. Limitations of Radio Audience Fragmentation Limited Research Data Creative Limitations Chaotic Buying Limited Listener Attention Clutter Digital Media Competition

34. Buying Radio Time Over 100 regional/area networks Three national networksnetworks Three national networksnetworks A multitude of syndicated programsprograms A multitude of syndicated programsprograms Network Radio About 20% of all spots Allows great flexibility, targeting Purchase transaction can be difficult Spot Radio Nearly 80% of advertisers are local Local CATV is becoming competitive Local Radio

35. Dayparts for Radio

36. Test Your Knowledge Arbitron: A) Measures local radio audiences B) Measures listenership to webcasts C) Provides radio stations with monthly cume ratings D) Now owns RADAR, which is a source of national network rating numbers E) All of the above

37. Audience Information Person estimates Share Rating Arbitron Network audience measures RADAR

38. Media Planner Responsibilities Identify advertising rates Optimize the advertisers budget Ensure target audience coverage Set time schedules