11

Evaluation of Broadcast Media

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
 Television Advantages

Creativity and Impact

Coverage and Cost Effectiveness

Captivity and Attention

Selectivity and Flexibility

Reaching Large Audiences via Program

*Click outside of the video screen to advance to the next slide

 Television Disadvantages

Fleeting Cost
Message

Limited Low
Attention Selectivity
Negative
Zipping Factors
Clutter
Zapping
Negative
Distrust
Evaluation
Viewer Involvement
DVRs are Impacting Television
Top 10 Network TV Advertisers
Clever TV Ads Entertain, Inform, and Retain

*Click outside of the video screen to advance to the next slide

 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
The CW Network
 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
Top 10 Syndicated Programs
 Methods of Buying Time

Spot
Sponsorship Participations
Announcements

1. Advertiser 1. Participating 1. May be

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

Morning 7:00-9:00 a.m.

Daytime 9:00 a.m.-4:30 p.m.

Early Fringe 4:30 p.m.-7:30 p.m.

Prime-Time Access 7:30 p.m.-8:00 p.m.

Prime Time 8:00 p.m.-11:00 p.m.

Late News 11:00-11:30 p.m.

Late Fringe 11:30-1:00 a.m.

 Cable Television (CATV)

Characteristics Advantages Limitations

1. National, 1. Highly selective 1. Overshadowed

regional, and “narrowcasting” by major
local available networks
2. Reaches
2. Targets specific specialized 2. Audience is
geographic markets fragmented
areas
3. Low cost and 3. Lacks
flexibility penetration in
major markets
ESPN is One of the Most Popular Cable Networks
 SportsCenter Spots

*Click outside of the video screen to advance to the next slide

 The Future of Cable

More Govt.
channels regulations

Future
Challenges
DBS
services Competition
New
technology
 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
 Measuring the TV Audience

Total Program
Audience Rating

Share of Households
Audience Using TV
 TV Audience Measures

Program Rating

HH tuned to show
Rating = Total U.S. HH

Share of Audience
HH tuned to show
Share = U.S. HH using TV
National Audience Information
Local Audience Information
Sweeps Periods
 Developments in Audience Measurement

Commercial Ratings
data (C3)

Anywhere Media
Measurement (A2/M2)

Engagement metrics
 Radio and TV Similarities

Are time oriented media

Are sold in time segments

Have some network affiliates

Have some independents

Both Use the public airway
media…
Are regulated by the F.C.C.

Are externally paced media

Are passive, low-involvement

 Radio Differs From TV

Is more limited
communication

Offers only an Costs much less

audio message to produce

Has less status Costs much less

and prestige to purchase
Advantages of Radio

Cost and Efficiency

Receptivity

Selectivity

Flexibility

Mental Imagery

Integrated Marketing
 Mental Imagery

• Visual elements of television

commercials are transferred into the
consumer’s mind by using a similar
audio track in radio commercials
Burger King Uses Radio Creatively

*Click outside of the video screen to advance to the next slide

Radio Gives Customers a Clearer Picture
Limitations of Radio

Creative Limitations

Audience Fragmentation

Chaotic Buying

Limited Research Data

Limited Listener Attention

Digital Media Competition

Clutter
 Buying Radio Time

Three national networks

Network Over 100 regional/area networks
Radio
A multitude of syndicated programs

About 20% of all spots

Allows great flexibility, targeting

Spot
Radio
Purchase transaction can be difficult

Local Nearly 80% of advertisers are local

Radio Local CATV is becoming competitive
Dayparts for Radio
 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
 Audience Information

Person
estimates

Share Arbitron Rating

RADAR Network audience measures

 Media Planner Responsibilities

Ensure target audience coverage

Identify advertising rates

Set time schedules

Optimize the advertiser’s budget