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1/ Creativity 💡 and impact

The interaction of sight and sound offers tremendous creative flexibility.

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2/ Coverage and Cost - Effectiveness

Reach large audiences because nearly everyone, regardless of age, sex, income, or educational level, watches at least some TV.

Companies with widespread distribution and availability of their products and services use TV to reach the mass market and deliver their advertising messages at a very low cost per thousand.

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3/ Captivity and Attention

Television is basically intrusive in that commercials impose themselves on viewers as they watch their favourite programs.

The low-involvement nature of consumer learning and response processes may mean TV ads have an effect on consumers simply through heavy repetition and exposure to catchy slogans and jingles.

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4/ Selectivity and Flexibility

Some selectivity is possible due to variations in the composition of audiences as a result of program content, broadcast time, and geographic coverage.

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1.Costs: The high cost of TV stems not only from the expense of buying airtime but also from the costs of producing a quality commercial. Production costs for a national brand 30-second spot average more than $350,000 and can reach over $1 million for more elaborate commercials.

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Evaluation of Media: Television and radio

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Evaluation of Media: Television and radio

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3.Lack of Selectivity: Geographic selectivity can be a problem for local advertisers such as retailers, since a station bases its rates on the total market area it reaches.

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2.Fleeting Message: Commercials have become shorter and shorter as the demand for a limited amount of broadcast time has intensified and advertisers try to get more impressions from their media budgets.

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4.Clutter: one of advertisers’ greatest concerns with TV advertising is the potential decline in effectiveness because of such clutter.

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Limited Viewer Attention
When advertisers buy time on a TV program, they are not purchasing guaranteed exposure but rather the opportunity to communicate a message to large numbers of consumers

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Buying Television Time

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Network versus Spot

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Network advertising:

A common way advertisers disseminate their messages is by purchasing airtime from a television network.

A network assembles a series of affiliated local TV stations, or affiliates, to which it supplies programming and services.

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Spot and Local Advertising:

Spot advertising refers to commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations.

All nonnetwork advertising done by a national advertiser is known as national spot advertising; airtime sold to local firms such as retailers, restaurants, banks, and auto dealers is known as local advertising.

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Syndication

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+Advertisers may also reach TV viewers by advertising on syndicated programs, shows that are sold or distributed on a station-by-station, market-by-market basis

+ Shows that are popular in off-network syndication include The Big Bang Theory, Modern Family, and Family Guy.

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Methods of Buying Time

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1.Sponsorship:

Advertisers assume responsibility for the production and perhaps content.

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

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2.Participations:

Participating sponsors share the cost

May occur regularly or sporadically

Advertiser doesn’t do production

Participants lack control over content.

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3.Spot Announcement

May be purchased  by daypart or adjacency

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Cable television

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Advantages

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National, regional, and local available

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Highly selective “narrowcasting

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Low cost

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Flexibility

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Limitations

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Overshadowed by major networks

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Audience fragmentation

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Lacks penetration in major markets

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Viewing times refer to the amount of time individuals spend watching television. It is often measured in hours and minutes.

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This term simply means the television shows or programs that people have watched. It's important for broadcasters and advertisers to know which programs are popular and attract large audiences.

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Audience size estimates provide an approximation of how many people are watching a particular television program or channel during a specific time slot. These estimates are crucial for advertisers to determine the reach of their ads.

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Demographics in the context of television refer to the characteristics and traits of the viewers, such as age, gender, income, education level, and other factors. These demographics are essential for advertisers to target their messages effectively.

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Time-oriented media are forms of content structured and experienced over a specific duration, dependent on time. Examples include television broadcasts, radio shows, podcasts, live streaming, webinars, and social media Stories. They rely on schedules and specific time slots for distribution, making timing essential in reaching their intended audiences. Time-oriented media contrast with non-time-oriented media like print publications and static websites, which are not tied to specific consumption schedules.

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Time-oriented media, such as television, radio, podcasts, live streaming, and webinars, are often sold in time segments to advertisers. These time segments are specific windows during which ads or content are scheduled to reach target audiences. The pricing of these segments can vary based on factors like popularity and timing. This practice enables advertisers to strategically reach their desired audience and generates revenue for media outlets and content creators.

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Network affiliates are local television stations that have agreements with national or regional networks like ABC, NBC, CBS, or FOX. They broadcast network content, including popular shows, news, and sports, to local or regional audiences. While they air network programming, they also produce local news and may insert local advertising. These affiliates are independently owned and operated and serve specific geographic areas, offering a balance between national and local content. Network affiliation agreements define the terms under which affiliates can broadcast network content. They play a vital role in extending network reach and serving local markets effectively.

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Independent television stations, also known as independent stations or indies, are TV stations that operate without affiliations to major national networks like ABC, NBC, CBS, or FOX. They have the freedom to select and schedule their programming, offering a mix of syndicated shows, movies, local content, and original programming. Independents may focus on local news and community events, target niche markets, and cater to specific demographics. They generate revenue through advertising and often have local ownership, fostering community connections. Their independence allows them to adapt to evolving viewer preferences and market conditions, providing diversity in programming choices.

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Broadcasters use the public airwaves, which are a public resource subject to government regulation. They obtain licenses to use specific frequency bands for television and radio signals, with obligations to serve the public interest, including providing news, educational programming, and community service. Access to broadcast television and radio is often free over the airwaves, ensuring broad accessibility, but cable and satellite services use a different infrastructure and are not reliant on the public spectrum. Regulatory bodies like the FCC oversee the allocation and use of the spectrum to balance commercial interests with public service obligations.

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The Federal Communications Commission (FCC) regulates television and radio broadcasting in the United States. The FCC issues licenses to broadcasters, enforces content regulations, and sets technical standards. Broadcasters must fulfill public interest obligations, such as providing news and educational programming. The FCC also oversees media ownership to prevent excessive consolidation and manages the allocation of frequency bands. Public input is sought in rulemaking, and compliance with FCC rules is monitored and enforced. The FCC's role is to balance commercial interests with the public interest, ensuring that the use of the public airwaves benefits the community.

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Externally paced media are forms of content that are delivered and experienced at a fixed or externally determined pace. The timing and progression of the content are controlled by external sources, such as content creators or distributors. Examples include traditional broadcast television, live events, radio broadcasting, linear streaming services, and webinars. Externally paced media offer a shared and synchronous experience, but they limit consumer control over the timing and order of content consumption.

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Externally paced media often offer a passive and low-involvement experience for viewers or listeners. These forms of content are delivered at predetermined times and schedules, reducing the need for active decision-making and interactivity. Many people incorporate externally paced media into their daily routines, such as watching scheduled television programs or listening to live radio broadcasts. While passivity and low involvement are common characteristics, the perception of engagement can vary among individuals based on personal preferences and content relevance.

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- Cost and Efficiency
- Receptivity
- Selectivity
- Flexibility
- Mental Imagery
- Integrated Marketing

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- Creative Limitations
- Audience Fragmentation
- Chaotic Buying
- Limited Research Data
- Limited Listener Attention
- Digital Media Competition
- Clutter

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1/ Network Radio

- Three national networks
- Over 100 regional/area networks

- A multitude of syndicated programs

2/ Spot Radio
- About 20% of all spots
- Allows great flexibility, targeting
- Purchase transaction can be difficult
3/ Local Radio
- Nearly 80% of advertisers are local
- Local CATV is becoming competitive