Evaluation of Broadcast Media

Television Advantages

• Creativity and Impact
  • High Impact
  • Sight-Sound-Motion
• Coverage and Cost Effectiveness
  • Mass Coverage
  • High Reach
• Captivity and Attention
  • Attention Getting
  • Favorable Image
• Selectivity and Flexibility
  • High Prestige
  • Low Exposure Cost

This TV commercial gives viewers the sensation of driving a sports car

Television Disadvantages

• Cost
• Lack of Selectivity
• Fleeting Message
• Clutter
• Limited Viewer Attention
• Distrust and Negative Evaluation

Top 10 Network Advertisers - 2001

1. General Motors
2. Procter & Gamble
3. Johnson & Johnson
4. Philip Morris Cos.
5. AOL Time Warner
6. Pfizer
7. GlaxoSmithKline
8. PepsiCo.
9. Walt Disney Co.
10. Ford Motor Co.

Use Television Advertising When...

Buying TV Time

• Networks
  • Affiliated stations are linked
  • Purchase transactions are simplified
• Spot and local
  • Commercials shown on local stations
  • May be local or “national spot” commercials

• Sold and distributed station by station
  • Off-network syndication are “ reruns ”
  • First-run syndications are also featured
• Advertiser-supported or bartered
  • Programs sold to stations in return for air time

Methods of Buying Time

• Sponsorship
  • Advertiser assumes responsibility for the production and perhaps the content of the program
  • Sponsor has control and can capitalize on the prestige associated with a show
• Participations
  • Multiple advertisers buy spots on a program
  • May participate regularly or sporadically
  • Advertiser isn't responsible for production
  • Participants lack control over content
• Spot Announcements
  • May be purchased by daypart or adjacency

Three TV Buying Decisions

• Network Versus Spot
  • Reach is the primary consideration but ease of purchase is important.
• National Versus Local Spot
  • Spots purchased by national advertisers are known as national spot.
• Sponsor, Participate, or Spot
  • Method of buying affects cost, commitment, and identification.
• Specific Daypart and Weeks
  • Scheduling depends on reach and frequency requirements.

TV Dayparts

Other TV Vehicles

• Cable / CATV
  • Offers opportunity for narrowcasting, economy, and flexibility.
• Superstations
  • They send their signals directly to CATV operators for rebroadcast.
• Video Cassette Recorders
  • They permit delayed viewing but also allow ZIPPING of commercials.
• Personal Video Recorders (PVRs)

Personal Video Recorders such as TIVO may change the way people watch television

Cable Television (CATV)

Measuring TV Audiences

• Audience Measures
  • Measured by rating services
  • Size and composition indicated
• Television Households
  • Number of HH that own a TV
  • Usually total HH in a market
• Program Rating
  • Percentage of TV HH tuned to a show
  • “Rating point” = 1 percent of TV HH
• Households Using TV (HUT)
  • Percentage of homes in an area watching TV at a given time
• Share of Audience
  • Percentage of HUT tuned to a show

TV Audience Measures

Radio Formats by Age Group

Advantages of Radio

• Cost and Efficiency
• Selectivity
• Flexibility
• Mental Imagery
• Integrated Marketing Opportunities

Radio can enhance a TV campaign through imagery transfer

Limitations of Radio

• Creative Limitations
• Audience Fragmentation
• Chaotic Buying
• Limited Research Data
• Limited Listener Attention
• Clutter

Dayparts for Radio

Buying Radio Time

• Network Radio
  • Three national networks
  • Over 100 regional/area networks
  • A multitude of syndicated programs
• (National) Spot Radio
  • About 20% of all spot announcements
  • Allows great flexibility and targeting
  • Purchase transaction can be difficult
• Local Radio § Nearly 80% of advertisers are local
  • Local CATV is becoming competitive

Radio Differs from TV

Radio Broadcasting . . .

• Offers only an audio message.
• Is more limited communication.
• Costs much less to produce.
• Costs much less to purchase.
• Has less status and prestige.

Radio and TV Similarities

Both Media . . .

• Are time oriented media
• Are sold in time segments
• 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

Satellite Radio may change the way people listen to the medium