Transcript 4210-11.ppt
11 Broadcast Media (Television and Radio) Chapter Objectives • To consider the strengths and limitations of TV and radio as advertising media. • To explain how advertising time is purchased for television and radio media, how audiences are measured, and how rates are determined. TV Basics Figure 10-3 Buying Television Time Network Spot Sponsorship Network Advertising Advantages • Affiliated stations are linked. • Purchase is simplified. Disadvantages • Cost. • Time availability. Networks in Canada National Networks • CBC • Radio Canada • CTV Regional Networks • CBC • CTV • Global • Global Atlantic • NewsNet • CityTV • CHTV • Sportsnet • TVA (Quebec) • Quatre Saisons (Quebec) Spot Advertising • Commercials shown on local TV stations. – Time is negotiated and purchased directly from the individual stations or their national station representatives. • Offers the national advertiser flexibility in adjusting to local market conditions. • Prevalent in Canada – 60% of all TV ads. Sponsorship Advertising • Advertiser assumes responsibility for the production and usually the content of the program as well as the advertising appearing within. • Advantages: – Firm can capitalize on the prestige of a high-quality program. – Firm has control over number, placement, and content of its commercials. Common Television Dayparts 12 11 1 11 2 10 AM 9 3 8 4 7 6 5 12 1 2 10 PM 9 3 8 4 7 6 Morning Prime Time Daytime Late News Early Fringe Late Fringe Prime Time Access Late Night 5 Television Ads TV Advertising Works Best When… The Budget Is Large Enough to Produce High Quality Commercials. The Media Budget Is Sufficient to Generate and Sustain the Number of Exposures Needed. The Market Is Large Enough and Reachable Efficiently Through a Specific Network, Station, or Program. There’s a Genuine Need for a Medium With High Creative Potential to Exert a Strong Impact. Television Ads © 2005 McGraw-Hill Ryerson Limited © 2005 McGraw-Hill Ryerson Limited Measuring the TV Audience • BBM Canada • Neilson Media Research • Television Bureau of Canada (TVB) TV Audience Measures Program Rating Rating = HH tuned to show Total HH Share of Audience Share = HH tuned to show HH using TV Radio • There are 941 radio stations in Canada. – 247 AM stations – 667 FM stations • Reaches 93% of all Canadians each week. • A background to many activities: – Reading, driving, running, working, socializing. • The average Canadian listens to the radio 3h/day or 21h/week • Radio advertising revenue grew from $741 million in 1994 to $1.1 billion in 2001. Radio Strengths Creativity for Cognitive and Emotional Response Reach and Frequency Target Selectivity Cost Efficiency Scheduling Flexibility Geographic Coverage Radio Limitations Selective Exposure Amount of Processing Time Creative Limitation Target Audience Coverage Clutter Low Involvement Attention Buying Radio Time • Network Radio – Relatively new option which includes CHUM Radio Network, Team Sports Radio Network, and a few others. • Spot Radio – National advertisers can purchase airtime on individual stations in various markets. Dayparts for Radio 11 12 1 11 2 10 AM 9 6 2 PM 9 4 7 1 10 3 8 12 3 8 5 4 7 Morning Drive Time Nighttime Daytime All Night Afternoon/Evening Drive Time 6 5 Measuring the Radio Audience Person Estimates The estimated number of people listening. Rating The percentage of listeners in the survey area population. Share The percentage of the total estimated listening audience. Audience Composition by Time Block Figure 10-12 Measuring the Audience CANADA – BBM • radio diary, • TV diary, • TV People Meter, • PPM [below] © 2005 McGraw-Hill Ryerson Limited © 2005 McGraw-Hill Ryerson Limited Radio Ads • Southwest Airlines • For Eyes Quote of the day The buying of time or space is… the renting of a stage on which we may perform. • Howard Gossage (Rubicam and Young)