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

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Television Disadvantages

Fleeting Message
Limited Attention

Cost Low Selectivity Clutter

Zipping
Zapping

Negative Factors
Negative Evaluation

Distrust

Viewer Involvement

DVRs are Impacting Television

Top 10 Network TV Advertisers

Clever TV Ads Entertain, Inform, and Retain

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Network versus Spot

Affiliated stations that are linked Purchase transactions are simplified

Network

Spot & Local

Commercials shown on local stations May be local or national spot commercials

The CW Network

Syndicated Programs

Sold and distributed station by station

Off-network syndication are reruns

First-run syndications are also featured

Advertisersupported or bartered

Programs sold to stations in return for air time

Top 10 Syndicated Programs

Methods of Buying Time

Sponsorship
1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on a shows prestige

Participations
1. Participating sponsors share the cost 2. May participate regularly or sporadically

Spot Announcements

1. May be

purchased by daypart or adjacency

3. Advertiser isnt responsible for production

4. Participants lack control over content

Weekday Television Dayparts

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

Daytime
Early Fringe

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

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

Prime-Time Access
Prime Time

7:30 p.m.-8:00 p.m.

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

Late News
Late Fringe

11:00-11:30 p.m.
11:30-1:00 a.m.

Cable Television (CATV)

Characteristics

Advantages

Limitations

1. National, regional, and local available 2. Targets specific geographic areas

1. Highly selective narrowcasting

2. Reaches specialized markets

3. Low cost and flexibility

1. Overshadowed by major networks 2. Audience is fragmented 3. Lacks penetration in major markets

ESPN is One of the Most Popular Cable Networks

SportsCenter Spots

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The Future of Cable

More channels

Govt. 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 Audience

Program Rating

Share of Audience

Households Using TV

TV Audience Measures

Program Rating

Rating =

HH tuned to show Total U.S. HH

Share of Audience

Share =

HH tuned to show 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 media

Use the public airway 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 audio message

Costs much less to produce

Has less status and prestige

Costs much less 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 consumers mind by using a similar audio track in radio commercials

Burger King Uses Radio Creatively

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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 Radio

Over 100 regional/area networks

A multitude of syndicated programs

About 20% of all spots Allows great flexibility, targeting Purchase transaction can be difficult

Spot Radio

Local Radio

Nearly 80% of advertisers are local

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 advertisers budget