1. Evaluation of Broadcast Media (TV and Radio) Fall 2011 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Selectivity and Flexibility Captivity and Attention Coverage and Cost Effectiveness Creativity and Impact Captivity and Attention Coverage and Cost Effectiveness Creativity and Impact Television Advantages © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3. TV Commercials on Programs Such As the Super Bowl Reach Large Audiences http://eyeballinthewindow.wordpress.com/2009/02/03/superbowl-xliii-tv-commercial-cpm

4. Zipping Low Selectivity Low Selectivity Fleeting Message Fleeting Message Cost Clutter Distrust Negative Evaluation Negative Evaluation Negative Evaluation Negative Evaluation Distrust Low Selectivity Low Selectivity Clutter Cost Fleeting Message Fleeting Message Television Disadvantages © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Limited Attention Limited Attention Negative Factors Negative Factors Zapping Limited Attention Limited Attention

5. Top 10 Network TV Advertisers 11-5 Top 10 Network TV Advertisers

6. Digital Video Recorders Such as TiVO and Netflix are Impacting Television © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. There is a genuine need for a medium with high creative potential to exert a strong impact. The market is large enough and easily reachable through a specific network, station, or program. The media budget is sufficient to generate and sustain the number of exposures needed. The budget is large enough to produce high quality commercials. The market is large enough and easily reachable through a specific network, station, or program. The media budget is sufficient to generate and sustain the number of exposures needed. The budget is large enough to produce high quality commercials. TV Advertising Works Best When… © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. Purchase transactions are simplified Affiliated stations are linked Commercials shown on local stations May be local or “national spot” commercials Commercials shown on local stations Purchase transactions are simplified Affiliated stations are linked Network Versus Spot © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Network Spot & Local Spot & Local

9. Trends in Advertising Spending http://online.wsj.com/article/SB10001424052748704825504574582310496271156.html

10. Common Television Dayparts 11-10

11. Cable Television Rapid growth during last 20 years –91% of households have cable TV via wired cable or satellite Development of superstations –Independent local stations that send their signals nationally via satellite –Sports, movies, and reruns of network shows –Carries national advertising 11-11

12. Advertising on Cable Television Advantages 1.National, regional, and local available 2.Highly selective “narrowcasting” 3.Low cost 4.Flexibility Limitations 1.Overshadowed by major networks 2.Audience fragmentation 3.Lacks penetration in major markets 11-12

13. Television Households Program Rating Households Using TV Share of Audience Audience Measures Households Using TV Program Rating Television Households Audience Measures Measuring TV Audiences © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. TV Audience Measures © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin HH tuned to show U.S. HH using TV Share = Share of Audience HH tuned to show Total U.S. HH Rating = Program Rating HH tuned to show Total U.S. HH Rating = Program Rating

15. http:// tvbythenumbers.com/2010/10/26/tv-ratings-broadcast-top-25-brett-favre-modern-family-two-and- a-half-men-ncis-dwts-the-big-bang-theory-top-week-5-viewing/69680 Accessed: November 1, 2010 - JLS

18. http://popwatch.ew.com/2010/10/18/american-idol-glee-and-football-top-the-list- of-most-expensive-broadcast-tv-shows-for-advertising/

19. Sweeps Periods Are Used To Measure TV Audiences © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. Is more limited communication Costs much less to produce Costs much less to purchase Offers only an audio message Costs much less to purchase Costs much less to produce Is more limited communication Offers only an audio message Radio Differs from TV © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Has less status and prestige

21. Audience Fragmentation Limited Research Data Creative Limitations Chaotic Buying Limited Listener Attention Cost and Efficiency Selectivity Flexibility Mental Imagery Integrated Marketing Clutter Limited Listener Attention Limited Research Data Chaotic Buying Audience Fragmentation Creative Limitations Integrated Marketing Mental Imagery Flexibility Selectivity Cost and Efficiency Advantages and Limitations of Radio © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

22. Over 100 regional/area networks Three national networks A multitude of syndicated programs About 20% of all spots Allows great flexibility, targeting Purchase transaction can be difficult Nearly 80% of advertisers are local Local CATV is becoming competitive Nearly 80% of advertisers are local Purchase transaction can be difficult Allows great flexibility, targeting About 20% of all spots A multitude of syndicated programs Three national networks Buying Radio Time © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Network Radio National Spot Local Radio

23. Radio Time Classifications 11-23

24. Person estimates Share Rating Network audience measures Person estimates Share Rating Audience Information © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Arbitron RADAR

25. New Digital Technologies are Impacting Radio © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin