Transcript Ch. 11 Evaluation of Broadcast Media of Television and Radio

Ch. 11 Evaluation of Broadcast Media of
Television and Radio
Television could combine visual images, sound,
motion, and color into a program, thus is
considered an ideal advertising medium.
Structure of the Television Industry
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Local Stations and Networks
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Cable Television
Public Television
Syndication
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Direct Broadcast Satellite (DBS) Services
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Buying TV Time: Network vs. Spot
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Network and Cable advertising
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Spot and local advertising (national spot, local advertising)
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Syndicated Programs: shows that are sold or distributed on a
station-by-station, market-by-market basis.
- Off-network syndication
- First-run syndication
- Advertiser-supported or barter syndication
Buying TV Time: Different Buying Modes
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Sponsorship
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Participations
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Spot announcements
Buying TV Time: Selecting Time Periods
and Programs
Considerations here include the selection of a specific time
period or daypart segment and audience size and
demographic composition.
Common Television Dayparts
Morning
7am - 9am, M~ F
Daytime
9am - 4:30pm, M~F
Early fringe
4:30pm - 7:30pm, M~F
Prime-time access
7:30pm -8pm, Sun.~Sat.
Prime-time
8pm - 11pm, M~Sat., and
7pm-11pm, Sun.
Late news
11-11:30pm, M~F
Late fringe
11:30-1am, M~F
.
Measuring the TV Audience
Audience size and composition are important to both
advertisers and network or station.
Audience Measures
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Television Households - generally responds to the number of
households in a given market, since over 98% U.S. households own at
least one TV set.
Program Rating = Number of Household turned to show x 100
Total number of U.S. Household
Households Using Television: the percentage of homes in a given area
where TV is being watched during a specific time period (also called
sets in use).
Share of Audience = Number of Households turned to show x 100
U.S. households using TV
Audience Information Sources
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The source of national and network TV audience
information is the Nielsen Television Index (NTI),
which provides daily and weekly estimates of TV
viewing and national sponsorship network and major
cable program audience.
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Information on local audiences is provided by Nielsen
Station Index (NSI) which measures TV station
audiences in 211 local markets known as designated
market areas (DMAs).
Radio
In contrast to television, radio has been called the
Rodney Dangerfield of media because it gets
little respect from many advertisers. However,
it has its own uniqueness.
Buying Radio Time
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Network Radio vs. Spot Radio vs. Local Radio
Time periods and programs
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Audience Information
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One problem with with radio is the lack of audience information,
because there are so many radio stations and thus many small,
fragmented audiences, the stations cannot support the expense
of detailed audience measurement.
There are now two major radio ratings services: Arbitron is the
primary supplier of audience information for local stations and
the RASAR (Radio’s All-Dimension Audience Research) studies
supply information on network audiences.