11

Evaluation of Media: Television and

Radio

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

The Impact of Online Video on Television

11-2
 Television Advantages

Creativity and Impact

Coverage and Cost Effectiveness

Captivity and Attention

Selectivity and Flexibility

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Top 10 Network TV Advertisers

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Selectivity and Flexibility

11-5
 Television Limitations

Fleeting Cost
Message

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

11-6
 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

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The CW Network

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 Test Your Knowledge

_____ are shows that are sold or distributed on a

station-by-station, market-by-market basis.
A) Spot broadcasts
B) Televised advertorials
C) Affiliate programs
D) Participation programs
E) Syndicated programs

11-9
 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

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Top 10 Syndicated Programs

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 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 2. May occur or adjacency
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

11-12
 TV Advertising Buying Decisions

Network Versus Reach is the primary consideration

Spot but ease of purchase is important.

National Versus Considerations are the geographic

Local Spot markets and ability to acquire airtime.

Sponsor,
Method of buying affects cost,
Participate,
commitment, and identification.
or Spot

Specific Daypart Scheduling depends on reach and

and Weeks frequency requirements.

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Common Television Dayparts

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 Cable Television

• Rapid growth during last 20 years

• 91% of households have cable TV via
wired cable or satellite

• Development of superstations
• Independent local stations that send their
signals nationally via satellite
• Sports, movies, and reruns of network
shows
• Carries national advertising

11-15
 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

11-16
 The Future of Cable

More Govt.
channels regulations

Future
Challenges
DBS
services Competition
New
technology

11-17
 Test Your Knowledge

The sole source of network television and

local audience information is:
A) Arbitron Co.
B) Nielsen Media Research
C) RADAR
D) Smart-TV
E) Burke Research

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Measuring the TV Audience

Total Program
Audience Rating

Share of Households
Audience Using TV

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TV Audience Measures

Share of Audience

Program Rating

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National Audience Information

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Local Audience Information

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

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Sweeps Periods

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Developments in Audience Measurement

Commercial Ratings
Data (C3)

Anywhere Media
Measurement (A2/M2)

Engagement
Metrics

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 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

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Advantages of Radio

Cost and Efficiency

Receptivity

Selectivity

Flexibility

Mental Imagery

Integrated Marketing

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Radio Gives Customers a Clearer Picture

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Limitations of Radio

Creative Limitations

Audience Fragmentation

Chaotic Buying

Limited Research Data

Limited Listener Attention

Digital Media Competition

Clutter

11-28
 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

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Radio Time Classifications

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 Test Your Knowledge
Arbitron:
A) Measures local radio audiences
B) Measures listenership to webcasts
C) Provides radio stations with monthly
cume ratings
D) Now owns RADAR, which is a source
of national network rating numbers
E) All of the above

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 Audience Information

Person
estimates

Share Arbitron Rating

RADAR Network audience

measures

11-32