Chapter 9 Television and Radio Media. Chapter 9 : Television and Radio Media Chapter Objectives To examine the structure of television and radio industries

Chapter 9

Television and Radio Media

Chapter 9 : Television and Radio Media

Chapter Objectives

• To examine the structure of television and radio industries and the role of each medium in the advertising program.

• To consider the strengths and limitations of TV and radio as advertising media.

• To explain how advertising time is purchased for television and radio media, how audiences are measured, and how rates are determined.


Strengths of Television

• Creativity and impact– High impact– Sight-sound-motion

• Coverage and cost effective– Mass coverage– High reach


Strengths of Television

• Captivity and attention– Attention getting– Favorable image

• Selectivity and flexibility– High prestige– Low exposure cost


Limitations of Television

• Costs• Lack of selectivity

– Geographic selectivity– Audience selectivity

• Fleeting message– Leaves nothing tangible for the viewer to examine or

consider


Limitations of Television

• Clutter• Limited viewer attention

– Zipping– Zapping– Video cassette recorders

• Distrust and negative evaluation


Use TV Only If . . .

• The budget is large enough to produce high quality commercials

• The media budget is sufficient to generate and sustain the number of exposures needed


Use TV Only If . . .

• The market is large enough and can be efficiently reached through a specific network, station, or program

• There is a genuine need for a medium with high creative potential to exert a strong impact


Buying Television Advertising Time

• Network advertising– Affiliated stations are linked– Purchase transactions are simplified

• Spot advertising– Commercials shown on local stations– May be local or “national spot” commercials– May be purchased by daypart or adjacency


Buying Television Advertising Time

• Sponsorship advertising– Advertiser is responsible for production and content of

program– Responsible for advertising that appears within

program– Sponsor has control and can capitalize on the prestige

associated with a show


Three TV Buying Decisions

• Network versus spot– Reach is the primary consideration but ease of

purchase is important

• National versus local spot– Spots purchased by national advertisers are known as

national spot

• Specific Daypart and weeks– Scheduling depends on reach and frequency

requirements


TV Dayparts

Morning 7:00 AM - 9:00 AM Mon. – Fri.

Daytime 9:00 AM - 4:30 PM Mon. - Fri.

Early fringe 4:30 PM - 7:30 PM Mon. – Fri.

Prime-time access 7:30 PM - 8:00 PM Sun. – Sat.

Prime time 8:00 PM - 11:00 PM Mon. – Sat.

Prime time sun 7:00 PM - 11:00 PM Sun.

Late news 11:00 PM - 11:30 PM Mon. - Fri.

Late fringe 11:30 PM - 1:00 AM Mon. - Fri.


Specialty Television Advertising

• Cable / CATV– They offer the opportunity for narrowcasting, economy,

and flexibility

• Superstations– They send their signals via satellite to operators to

make their programs available to subscribers


Specialty Television Advertising

• Specialty networks

– Specialty networks now have about 28 per cent of the viewing audience

– Used to reach specific target audiences


Cable Television (CATV)

• Characteristics of cable.– National, regional, and local available.– Targets specific geographic areas.

• Advantages of cable.– Reaches specialized markets.– Low cost and flexibility.

• Limitations of cable.– Overshadowed by major networks.– Audience is fragmented.– Lacks penetration in major markets.


Measuring TV Audiences

• Audience measures– Measured by rating services (BBM Canada or Nielsen

media research)– Size and composition indicated

• Television households (HH)– Number of HH that own a TV– Usually number of HH in a market


Measuring TV Audiences

• Program rating– Percentage of TV HH tuned to a show– “Rating point” = 1 percent of TV HH

• Households using TV (HUT)– Percentage of homes in an area watching TV at a given

time

• Share of audience– Percentage of HUT tuned to a show


TV Audience Measures

HH tuned to showTotal U.S. HHRating =

Program Rating

HH tuned to showU.S. HH using TV

Share =

Share of Audience


Audience Measurement Technology

• Nielsen television index– Provides daily and weekly estimates of TV viewing And national sponsored network and major cable Program audiences– The audimetre is hooked up to the TV set to

continuously measure the channels to which the set is tuned

• The people meter– An electronic measuring device like the audimetre, but

also measures who is watching


Radio and TV Similarities

• Are time oriented • Are sold in time segments• Have some network affiliates• Have some independents• Use the public airway• Are externally paced media• Are passive, low-involvement


Radio Differs From TV

Radio Broadcasting….

• Offers only an audio message

• Is more limited communication

• Costs much less to produce

• Costs much less to purchase

• Has less status and prestige


Strengths of Radio

• Cost and efficiency

• Selectivity– Low cost– Build more reach and flexibility


Strengths of Radio

• Flexibility– Ability to change message just before airtime

• Mental imagery

• Integrated marketing


Limitations of Radio

• Creative limitation

– Lack of visual image

• Audience fragmentation

– Large number of stations

• Limited research data

– Limited data about consumers


Limitations of Radio

• Limited listener attention

– Listeners switch stations

– People talk on cell phones instead of listening

• Clutter

– 10 minutes of clutter every hour


Dayparts for Radio

• Morning drive time 6:00 AM — 10:00 AM

• Daytime 10:00 AM — 3:00 PM

• Aft./Eve. Drive time 3:00 PM — 7:00 PM

• Nighttime 7:00 PM — 12:00 AM

• All night 12:00 AM — 6:00 AM


Buying Radio Time

• Network radio– Using networks minimizes the amount of negotiation

And administrative work needed for coverage

• Spot radio– About 20% of all spot announcements– Allows great flexibility and targeting– Purchase transaction can be difficult


Buying Radio Time

• Local radio– Nearly 80% of advertisers are local– Local CATV is becoming competitive


Measuring the Radio Audience

• The three basic elements in the BBM Canada

– Person estimates• The estimated number of people listening

– Rating• The percentage of listeners in the survey area population

– Share• The percentage of the total estimated listening audience

Documents

Chapter 9 Television and Radio Media. Chapter 9 : Television and Radio Media Chapter Objectives To examine the structure of television and radio industries