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Chapter 14 Using Electronic Media: Television and Radio

Chapter 14 Using Electronic Media: Television and Radio. Chapter Overview. Factors to evaluate when considering radio & television in the creative mix. Chapter Objectives. Describe pros & cons of broadcast TV as an ad medium. Describe TV audience measurement.

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Chapter 14 Using Electronic Media: Television and Radio

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  1. Chapter 14Using Electronic Media: Television and Radio

  2. Chapter Overview Factors to evaluate when considering radio & television in the creative mix

  3. Chapter Objectives Describe pros & cons of broadcast TV as an ad medium Describe TV audience measurement Discuss factors to consider when buying TV time Discuss the pros and cons of cable TV ads Explain the process of buying cable and broadcast TV time Analyze pros & cons of radio in the creative mix Discuss factors to consider when buying radio time Evaluate different types of TV advertising

  4. The Medium of Television Broadcast TV Cable TV VHF and UHF Premium Services Independent Stations Ad-Supported Networks Network Affiliates Superstations

  5. TV Audience Trends Cable households Demographics Viewing patterns DVD Rental Audience fragmentation TV viewing hours

  6. The Medium of Television Pros Cons Mass coverage High production cost Relatively low cost High airtime cost Limited selectivity Some selectivity Brevity Impact Clutter Creativity Zipping and zapping Prestige Social dominance

  7. Cable TV Pros and Cons Pros Cons Selectivity Limited reach Audience demographics Fragmentation Quality Low cost Zipping and zapping Flexibility Testability

  8. The Medium of Television How adult viewers rate various media

  9. Types of TV Advertising Sponsorship Participation basis Syndication Spot ads Infomercials

  10. Network & Syndication Distribution

  11. TV Ad Spending (Billions) Network TV dominates, but is losing ground

  12. Types of TV Advertising Prime time’s most expensive 30-second spots http://www.frankwbaker.com/2006_2007_ad_rates.htm Insert ex. 16-7, p. 517 Ad cost per 30-sec spot Position = 2.9”horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

  13. Most Expensive 30-Second Spots

  14. TV Audience Measurement Rating Services Defining TV Markets Dayparts Audience Measures Nielsen & Others Cable Ratings

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

  16. Designated Market Area Columbus, Georgia designated market area

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

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

  19. Buying TV Time GRP = Reach (avg rating) × Frequency Gross Rating Points Cost CPP = Cost per Point Rating Cost CPM = Cost per Thousand Thousands of People

  20. Buying TV Time 1. Request avails from media rep 2. Select most efficient programs 3. Negotiate prices and contracts

  21. Other Forms of Television MDS DBS SMATV STV

  22. 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 2.5 hours per day Radio’s reach exceeds other media

  23. Most Popular Program Formats

  24. Pros and Cons of Radio Ads Pros Cons Reach & frequency Limitations of sound Selectivity Segmented audiences Cost efficiency Short-lived, half heard Testability Clutter Timeliness & immediacy Local relevance Creative flexibility

  25. Mini-network Programming Each network targets a specific demographic group

  26. Special Programming Radio stations can increase market share with special programming

  27. Buying Radio Time Network Spot Local

  28. Key Radio Terms Dayparts Average quarter-hour audiences Cumes

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

  30. Satellite Radio Sirius & XM are major players Over 16 million listeners Many program choices Exclusive programming

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