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ADVERTISING: Broadcast Media

ADVERTISING: Broadcast Media. BROADCAST MEDIA. MAIN TYPES: Television Broadcast Cable Radio. Television Advertising. Network all stations National Spot (selective spot) local network and non-network Local local stations only Sponsorship billboard (at beginning and end).

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ADVERTISING: Broadcast Media

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  1. ADVERTISING:Broadcast Media

  2. BROADCAST MEDIA MAIN TYPES: • Television • Broadcast • Cable • Radio

  3. Television Advertising • Network • all stations • National Spot (selective spot) • local network and non-network • Local • local stations only • Sponsorship • billboard (at beginning and end)

  4. Television Ads

  5. Television Ads

  6. Advantages of Television • Can have great impact • Allows high level of creativity • Good coverage (reach) • Some selectivity • Demonstration possibilities

  7. Limitations of Television • High cost • Cluttered environment • Fleeting message • Limited viewer attention • Long lead time (network)

  8. Length of Network Commercials

  9. 7:00 AM - 9:00 AM 9:00 AM - 4:30 PM 4:30 PM - 7:30 PM 7:30 PM - 8:00 PM 8:00 PM - 11:00 PM 11:00 PM - 11:30 PM Morning Daytime Early fringe Prime-time access Prime time Late news TV Dayparts

  10. Measuring TV Audiences • Television Households • # of HH that own a TV • Program Rating • % of TV HH tuned to a show • (“Rating point” = 1 percent of TV HH) • Households Using TV (HUT) • % of homes watching TV at a given time • Share of Audience • % of HUT tuned to a show

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

  12. Use TV Only If . . . • Budget is large enough to… • allow high quality production • buy number of exposures needed. • Market is large and reachable • through networks, stations, or programs. • You need a medium with high creative potential to exert a strong impact.

  13. Radio Advertising FM is much more popular than AM. Radio audiences are largely determined by a station’s format. 10.7

  14. Advantages of Radio • low cost (high frequency possible) • selective • flexible • can invoke mental imagery • integrated marketing opportunities

  15. Radio Ads • Jiffy Lube • CD Now • Southwest Airlines • For Eyes

  16. Limitations of Radio • Creative limitations • Fragmented • Cluttered environment • Limited listener attention • Chaotic buying procedures • Limited research data

  17. 6:00 AM - 10:00 AM 10:00 AM - 3:00 PM 3:00 PM - 7:00 PM 7:00 PM - 12:00 AM 12:00 AM - 6:00 AM Morning Drive Time Daytime Aft./Eve. Drive Time Nighttime All Night Dayparts for Radio

  18. Measuring the Audience CANADA • BBM • radio diary, TV diary, TV People Meter, PPM US • Nielsen (TV) • diary, panel, People Meter • Arbitron (Radio) • diary, Portable People meter

  19. Quote of the day The buying of time or space is… the renting of a stage on which we may perform. • Howard Gossage (Rubicam and Young)

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