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TELEVISION ADVERTISING

TELEVISION ADVERTISING. What is the “PRODUCT” that a television station sells?. The AUDIENCE is the product. Shows are created to attract an audience. Commercials are created to sell the advertiser’s product. Time is provided for the advertisers to reach the target audience.

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TELEVISION ADVERTISING

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  1. TELEVISION ADVERTISING

  2. What is the “PRODUCT” that a television station sells? The AUDIENCE is the product. • Shows are created to attract an audience • Commercials are created to sell the advertiser’s product. • Time is provided for the advertisers to reach the target audience.

  3. Who measures the television audience for advertisers? Nielsen Media Research • Uses viewer diaries to determine the audience size and demographics Ratings – percent of televisions in America tuned to a broadcast Share – number of televisions in use tuned to a broadcast

  4. “Sweeps” Months when New Shows, Special Episodes, Guest Stars are used to boost ratings • February • May • July • November

  5. Prime Time • When more people watch television • Biggest revenue for television stations Central Time Zone 7pm thru 10pm Most watched night Thursday 2nd Most Watched Night is Sunday

  6. Demographics • Age • Race • Income • Education • Employment status • Location • Mobility (in terms of travel time to work or number of vehicles available)

  7. Demographic Prime Demographic Women 25-54

  8. Most Watched Broadcasts

  9. Super Bowl Commercial Costs Around $3.5 million for :30 seconds Around 111.3 million viewers Cost per viewer = 3.14cents

  10. According to Nielsen Media Research • Most-watched commercial minute was Chevy Camaro* (two guys describing ad) • It had 119.6million viewers. • The most watched commercial of all time (as of 2011).

  11. Advertising Appeals • Security/Love of Family/Emotion • Economy/Savings • Testimonial • Bandwagon • Pride/Comparison • Health • Humor • Adventure • Sex appeal Media Technology: Commercials

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