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                                     Television

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                                     Television

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- The greatest priority is given to the presentation of advertising messages.
- Interactive visual and audio cappabilities.
- Introducing products, telling a brand story, and creating emotional attachment.

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- Television advertising makes it possible to reach large audiences.
+ With nearly 77% of the population over 18 years old watching television, the coverage is wide and regardless of audience.
- Television advertising is an effective at a reasonable cost.
+ Average advertising costs are approximately $24 for networks and $5.85 for daytime programming.

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- Television is basically intrusive in that commercials.
- Most of us are exposed to thousands of them each year.
- TV ads have an effect on consumers simply through heavy repetition and exposure to catchy slogans and jingles.

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- Television have some selectivity based on program content, broadcast time, and geographic coverage.
- Cable TV further refines targeting by appealing to specific interests and demographic groups.

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- One of the main strengths of radio as an advertising medium is its low cost
- The low relative costs of radio make it one of the most efficient of all advertising media

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Three national networks
Over 100 regional/area networks
A multitude of syndicated programs

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

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Creative Limitations
+ A major drawback of radio is the absence of a visual image
+ Can't show or use any type of visual appeal or information
+ Because of these creative limitations many companies tend to ignore radio

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Nearly 80% of advertisers are local
Local CATV is becoming competitive

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The broadcast day for radio is divided into various time periods or dayparts and advertising rates follow accordingly:
- Morning drive time 6:00–10:00 A.M.
- Midday 10:00 A.M.–3:00 P.M.
- Afternoon/evening drive time 3:00–7:00 P.M. (the largest  radio audiences )
- Nighttime 7:00 P.M.–12:00 A.M.
- All night 12:00–6:00 A.M

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Radio advertising prices vary according to many factors: the number of advertising spots and schedules, supply and demand in the local market, and the station's ratings.

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Fragmentation
+ The high level of audience fragmentation
+ Percentage of the market tuned to any particular station is usually very small.
+ The top-rated radio attract less than 10 percent of the total listening audience

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- Radio often provides advertisers with a very receptive environment for their advertising messages
- Radio listeners have a unique relationship with radio as a medium

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- Another major advantage of radio is the high degree of audience selectivity available

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Difficult Buying Procedures
+ Media planning and purchasing process
+ Difficult and time-consuming
+ Decrease when radio networks and syndicated programs increases

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- The most flexible of all the advertising media because it has a very short closing period

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Limited Research Data
+ Audience research data on radio are often limited, particularly compared with TV, magazines, or newspapers.
+ Small operations, lack the revenue to support detailed studies
+ Don't have as much audience information available

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- Encourages listeners to use their imagination when processing a commercial message

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Sports programming, watched live, is popular for reaching male audiences, and events like college football and basketball have become lucrative for marketers and universities.

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- Provides marketers with a variety of integrated marketing opportunities
- Combination with other media, including television, magazines, newspapers, the Internet, and social media

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- Nielsen Audio covers 300 radio markets with multiple ratings reports annually.
- Audience estimates are derived from seven-day radio listening logs and are reported by time period and demographics.
- The radio ratings report includes three key estimates: Person estimates (number of listeners), Rating (percentage of local population), and Share (percentage of the total listening audience).
- Average Quarter-Hour represents the average number of listeners within a specific time period
- Cume is the total number of different listeners during a reported daypart.
- Average quarterly ratings and quarter-hour share measure station-listener interaction.
- In 2008, Arbitron introduced the Portable People Meter for more precise radio listener measurement by tracking encoded signals.
- Nielsen Audio now uses PPM to measure radio audiences in the top 50 markets, with plans to expand its usage to other markets in the coming years.

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•Costs—Buying airtime and producing TV commercials is highly expensive.
•Lack of selectivity— Fails to offer selectivity for advertisers seeking a very specific and small target audience.
•Fleeting messages—Most TV commercials are 30 seconds or less and eave consumers with nothing tangible to examine.
•Clutter—Shorter commercials that are increasing in number lead to clutter.
•Limited attention—Viewers avoid commercials by zipping and zapping or by simply not paying attention to them.
•Distrust and negative evaluation—The pervasiveness of TV commercials and their intrusiveness, as well as the content used, create problems.

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Limited Listener Attention
+ One environment where radio has a more captive audience is in cars
+ Many consumers spend time on their phones while driving
+ Listen to music stored on their phones or through streaming services

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- Nielsen owns RADAR National Network Ratings, supported by broadcast networks, media companies, and advertisers.
- RADAR measurements come from a sample of 200,000 respondents aged 12 and above, collecting data on radio listening over a one-week period, including dates, times, locations, and demographics.
- RADAR releases reports quarterly, offering network audience measurements and audience estimates across various time periods and segments,
- Media buyers use ratings data to evaluate radio station value and optimize costs when buying airtime to reach their target audiences.

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Competition from Digital Media

+ A major source of competition for conventional broadcast radio is the growth of satellite radio, which bounces signals off satellites
+ Popularity of MP3 players such as iPod as well as music services that are being streamed over the Internet such as Pandora, Spotify, and Apple Music

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- Affiliated stations that are linked.
- Purchase transactions are simplified.

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- Commercials shown on local stations.
- May be local or “national spot” commercials.

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- Off-network syndication are “reruns”.
- First-run syndications are also featured.

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- Programs sold to stations in return for air time.

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1. Advertiser assumes responsibility for the production and perhaps conten.

2. Sponsor has control and can capitalize on a show’s prestige.

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1.Participating sponsors share the cost.

2. May occur regularly or sporadically.

3. Advertiser doesn’t do production.

4. Participants lack control over content.

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May be purchased by daypart or adjacency

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1. National, regional, and local available

2. Highly selective “narrowcasting”

3. Low cost

4. Flexibility

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1. Overshadowed by major networks

2. Audience fragmentation

3. Lacks penetration in major markets

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- Viewing times
- Programs watched
- Audience size estimates
- Demographics