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Zipping
Zapping

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1) Creativity and Impact

2) Coverage and Cost Effectiveness

3) Captivity and Attention
4) Selectivity and Flexibility

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Fleeting Message
Cost
Low Selectivity
Clutter

Distrust
Negative

Evaluation

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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 content

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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1. National, regional, and local available

2. Highly selective “narrowcasting”

3. Low cost

4. Flexibility

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1. May be purchased by daypart or adjacency

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1. Overshadowed by major networks

2. Audience fragmentation

3. Lacks penetration in major markets

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NSI reports

Viewing times

Programs watched

Audience size estimates

Demographics

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Are time oriented media
Are sold in time segments

Have some network affiliates

Have some independents
Use the public airway
Are regulated by the F.C.C.
Are externally paced media
Are passive, low-involvement

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