1 / 17

Electronic Media: Television and Radio

Electronic Media: Television and Radio. Chapter 12 Objectives. Describe advantages and drawbacks of broadcast TV as an ad medium. Discuss advantages and drawbacks of cable TV as an ad medium. Evaluate different types of TV advertising. Explain the process of buying cable and broadcast TV time.

lacy
Download Presentation

Electronic Media: Television and Radio

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Electronic Media: Television and Radio

  2. Chapter 12 Objectives Describe advantages and drawbacks of broadcast TV as an ad medium Discuss advantages and drawbacks of cable TV as an ad medium Evaluate different types ofTV advertising Explain the process of buying cable and broadcast TV time Discuss the main factors to consider when buying TV time Describe the process of TV audience measurement Explain major factors to consider when buyingradio time Analyze pros and cons of using radio in the creative mix

  3. The Medium of Television Broadcast TV Cable TV Attracts most nat’l advertising Premium Services Independent Stations Ad-Supported Networks Network Affiliates Superstations TV Audience Trends Demographics TV on over 8 hours/day Fragmentation DVD Rental Cable Households Number of Channels

  4. The Medium of Television Types of local, network and cable TV ads Sponsorship Spot Ads Program-Length Ads(Infomercials) Participation Basis Syndication

  5. The Impact of Technology Alternatives to the TV commercial

  6. Types of TV Advertising Network and syndication distribution

  7. Video Alternatives to TV Commercials TV product placements Film product placements Prefilm commercials in cinemas Commercials at Service Stations

  8. TV Audience Measurement Rating Services Defining TV Markets Dayparts Audience Measures Nielsen & Networks Cable Ratings

  9. TV Audience Measurement Rating Services Defining TV Markets Dayparts Audience Measures Nielsen & Networks Designated Market Areas Cable Ratings

  10. TV Audience Measurement Rating Services Defining TV Markets Dayparts Audience Measures Nielsen & Networks Designated Market Areas Cable Ratings

  11. Rating = TVHH tuned to program Total TVHH in area TV Audience Measurement Rating Services Defining TV Markets Dayparts Audience Measures Nielsen & Networks Designated Market Areas TV Households Cable Ratings Households Using TV ProgramRating AudienceShare

  12. GRP = Reach (avg. rating) × Frequency Cost CPP = Rating Cost CPM = Thousands of People Buying TV Time Gross Rating Points Cost per Point Cost per Thousand 1. Select most efficient program 2. Negotiate prices and contracts

  13. The Medium of Radio Who uses radio? 93% of U.S adults listen each week 72% of U.S. adults listen every day Average time is 3 hours per day Benefits Cost effective Represents 29% of consumers’ media use time

  14. The Medium of Radio Stations in the most common programming formats

  15. Buying Radio Time Network SpotRadio Local Radio Dayparts

  16. AQH Persons × 100 AQH Rating = Population GRP = AQH Rating × No. of Spots Buying Radio Time Ratings Based on Dayparts Run-of-Station (ROS) Total Audience Plan (TAP) Average Quarter-Hour (AQH) Gross Rating Points (GRP) Cume Estimates Cume Rating = Reach Potential × 100 Population

More Related