Evaluation of Media: Television and Radio

1. 11 Evaluation of Media: Television and Radio

2. Television Advantages Creativity and Impact Coverage and Cost Effectiveness Captivity and Attention Selectivity and Flexibility 11-2

3. Television Limitations Fleeting Message Cost Limited Attention Low Selectivity Zipping Clutter Zapping Negative Evaluation Distrust Negative Factors 11-3

4. Network versus Spot Affiliated stations that are linked Purchase transactions are simplified Commercials shown on local stations May be local or “national spot” commercials Network Spot & Local 11-4

5. Syndicated Programs Off-network syndication are “reruns” Programs sold to stations in return for air time First-run syndications are also featured Sold and distributed station by station Advertiser-supported or bartered 11-5

6. Methods of Buying Time Sponsorship Participations Spot Announcements 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on a show’s prestige 1. Participating sponsors share the cost 2. May occur regularly or sporadically 3. Advertiser doesn’t do production 4. Participants lack control over content 1. May be purchased by daypart or adjacency 11-6

7. Common Television Dayparts 11-7

8. Advertising on Cable Television Advantages Limitations • National, regional, and local available • Highly selective “narrowcasting” • Low cost • Flexibility • Overshadowed by major networks • Audience fragmentation • Lacks penetration in major markets 11-8

9. TV Audience Measures Share of Audience Program Rating 11-9

10. Local Audience Information • NSI reports • Viewing times • Programs watched • Audience size estimates • Demographics 11-10

11. Radio and TV Similarities Are time oriented media Both Media… Are sold in time segments Have some network affiliates Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media Are passive, low-involvement 11-11

12. Advantages of Radio Cost and Efficiency Receptivity Selectivity Flexibility Mental Imagery Integrated Marketing 11-12

13. Limitations of Radio Creative Limitations Audience Fragmentation Chaotic Buying Limited Research Data Limited Listener Attention Digital Media Competition Clutter 11-13

14. Buying Radio Time Network Radio • Three national networks • Over 100 regional/area networks • A multitude of syndicated programs SpotRadio • About 20% of all spots • Allows great flexibility, targeting • Purchase transaction can be difficult Local Radio • Nearly 80% of advertisers are local • Local CATV is becoming competitive 11-14

15. Radio Time Classifications 11-15