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Using Electronic Media: Television and Radio

Factors to evaluate when considering the use of radio and television in the creative mix. Chapter. Using Electronic Media: Television and Radio. Chapter 16 Objectives. Describe advantages and drawbacks of broadcast TV as an ad medium.

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Using Electronic Media: Television and Radio

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  1. Factors to evaluate when considering the use of radio and television in the creative mix Chapter Using Electronic Media:Television and Radio

  2. Chapter 16 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 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 VHF and UHF 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 Adult viewers’ ratings of various media Insert ex. 16-3, p. 512 Media advertising rated by viewers Position = centered horiz., 2.4” vertical Size = 7.11” WIDE Resolution: 300 dpi

  5. The Medium of Television Types of local, network, and cable TV ads Sponsorship Spot Ads Program-Length Ads(Infomercials) Participation Basis Syndication TV ad spending ($ billions) Insert ex. 16-6, p. 517 Measured TV spending Position = 3.19” horiz., 3.7” vertical Size = 5” WIDE Resolution: 300 dpi

  6. Types of TV Advertising Prime time’s most expensive 30-second spots 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

  7. Types of TV Advertising Network and syndication distribution Insert ex. 16-8, p. 519 TV network and syndication distribution Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

  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. Request avails from media rep 2. Select most efficient program 3. Negotiate prices and contracts

  13. 95% of U.S adults listen each week 75% of U.S. adults listen every day Average time is 3 hours per day The Mediumof Radio Insert ex. 16-11, p. 528 Daily and weekly radio reach Position = 0.35”horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi Radio’s reach exceeds that of other media Who uses radio?

  14. The Medium of Radio Stations in the most common programming formats Insert ex. 16-12, p. 530 Radio station formats and percentages Position = centered horiz., 2.2” vertical Size = 7.11” WIDE Resolution: 300 dpi

  15. The Medium of Radio Mini-networks target demographic groups Insert ex. 16-13, p. 531 Radio mini-networks Position = centered horiz., 2.2” vertical Size = 7.11” WIDE Resolution: 300 dpi

  16. The Mediumof Radio Insert photo 16.6, p. 532 Westwood One Radio Network ad Position = 0.35”horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi Ad for a radio program

  17. Buying Radio Time Network SpotRadio Local Radio Dayparts

  18. AQH Persons × 100 AQH Rating = Population GRP = AQH Rating × No. of Spots Cume Rating = Reach Potential × 100 Population 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

  19. Buying Radio Time Hooked on Phonics.com spot frequently aired during dayparts with high listenership Insert photo 16.7, p. 535 Hooked on Phonics.com radio spot Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

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