11

Evaluation of Media: Television and

Radio

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 Television Advantages

Creativity and Impact

Coverage and Cost Effectiveness

Captivity and Attention

Selectivity and Flexibility

11-2
 Television Limitations

Fleeting Cost
Message

Limited Low
Attention Selectivity
Negative
Zipping Factors
Clutter
Zapping
Negative
Distrust
Evaluation

11-3
 Network versus Spot

Affiliated stations
that are linked
Network
Purchase transactions
are simplified

Commercials shown
Spot & on local stations
Local
May be local or “national
spot” commercials

11-4
 Syndicated Programs

Off-network syndication
Sold and are “reruns”
distributed
station by
station First-run syndications
are also featured

Advertiser-
Programs sold to stations in
supported or return for air time
bartered

11-5
 Methods of Buying Time

Spot
Sponsorship Participations
Announcements

1. Advertiser 1. Participating 1. May be

assumes sponsors purchased
responsibility share the cost by daypart
for the or adjacency
2. May occur
production regularly or
and perhaps sporadically
content
3. Advertiser
2. Sponsor has doesn’t do
control and production
can
capitalize on 4. Participants
a show’s lack control
prestige over content

11-6
Common Television Dayparts

11-7
 Advertising on Cable Television

Advantages Limitations

1. National, regional, 1. Overshadowed by

and local available major networks
2. Audience
2. Highly selective fragmentation
“narrowcasting”
3. Lacks penetration
3. Low cost in major markets
4. Flexibility

11-8
TV Audience Measures

Share of Audience

Program Rating

11-9
Local Audience Information

• NSI reports
• Viewing times
• Programs
watched
• Audience size
estimates
• Demographics

11-10
 Radio and TV Similarities

Are time oriented media

Are sold in time segments

Both
Media… 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
Advantages of Radio

Cost and Efficiency

Receptivity

Selectivity

Flexibility

Mental Imagery

Integrated Marketing

11-12
Limitations of Radio

Creative Limitations

Audience Fragmentation

Chaotic Buying

Limited Research Data

Limited Listener Attention

Digital Media Competition

Clutter

11-13
 Buying Radio Time

Three national networks

Network
Radio Over 100 regional/area networks

A multitude of syndicated programs

About 20% of all spots

Spot
Radio Allows great flexibility, targeting

Purchase transaction can be difficult

Nearly 80% of advertisers are local

Local
Radio Local CATV is becoming competitive

11-14
Radio Time Classifications

11-15