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Evaluation of Media: Television and Radio

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Evaluation of Media: Television and Radio

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•Excellent creativity and impact.

•High coverage and more cost-effectiveness.

•High captivity and attention.

•Selectivity and flexibility.

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•Costs.

•Lack of selectivity.

•Fleeting message.

•Clutter.

•Limited viewer attention.

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•Spreading messages by purchasing airtime from a television network.

•Television network: Assembles a series of affiliates to which it supplies programming and services.

•Affiliates: Allied local TV stations.

•NBC, ABC, CBS, FOX, CW, Univision, Telemundo.

•Networks have affiliates throughout the nation for complete national coverage.

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•Often viewed as old-school.

•Primarily local advertising medium.

•Broadest mass reach among all media.

•Offers advertisers narrow targeting capabilities.

•Considered a pervasive medium.

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Advantages:

Advertisers can easily reach large audiences through a simple purchase process with one network.

Disadvantages:

face high prime time advertising costs, limited time slots, and a scatter market.

Up-front market: Buying period before TV season begins.

Scatter market: Buying period throughout the season.

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Take advantage of high quality reputation
Have more control over their advertising.

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•Cost and efficiency.

•Receptivity.

•Selectivity.

•Flexibility.

•Mental imagery.

•Image transfer: Images of a TV commercial implanted into a radio spot.

•Integrated marketing opportunities.

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•Creative limitations.

•Fragmentation.

•Difficult buying procedures.

•Limited research data.

•Limited listener attention.

•Competition from digital media.

•Clutter.

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. Delivers TV: fiber or coaxial wire.
. Revenues of Cable networks and channels: ads and subscriber fees.
. Audience fragmentation : expanded viewing options.

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Advertiser has no long-term commitment to program.
Can adjust expenditures to buy spots that fit within budget.
Provides greater reach in the media schedule.

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- Network radio—Purchased on a network basis using a national network.
Spot radio provides:
+ Greater flexibility in selecting markets, individual stations, and airtime.
+ Ability to adjust message for local market conditions.
- Local radio—Purchased from individual stations by local companies.

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Increased revenues steadily.

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Spot and local advertising.

Spot advertising: Commercials shown on local TV stations.

National spot advertising: Nonnetwork advertising done by a national advertiser.

Local advertising: Airtime sold to local firms.

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Advertiser has little control over placement of ads.
Availability may be limited.

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Dayparts:

•Size of listening audience varies across dayparts.

Advertising rates vary across many factors:

•Dayparts.

•Number of spots or type of audience plan purchased.

•Supply and demand of time available in local market.

•Ratings of individual station.

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National advertisers advertising on local cable systems.
* Reach specific geographic markets.
* Interconnects: Joined for advertising purposes.

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Purchased from local stations, appear during adjacencies.
Adjacencies: Time periods adjacent to network programs.

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Covers nearly 265 local radio markets with two to four ratings reports per year.

Nielsen Topline Radio Rating report:

•Person estimates: Estimated number of people listening.

•Rating: Percentage of listeners in the survey area population.

•Share: Percentage of total estimated listening audience.
•Average quarter-hour (AQH) figure: Average number of people estimated to have listened to station for a minimum of five minutes during any quarter-hour in a time period.

•Cume: Total number of different people who listened to station for at least five minutes in a quarter-hour period within a reported daypart.

•Average quarter-hour rating (AQH RTG): Estimated number of listeners as a percentage of the survey area population.

•Average quarter-hour share (AQG SHR): Percentage of total listening audience tuned to each station.

•PPM is a wearable device that electronically tracks what consumers listen to on the radio.

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Cost of TV advertising time varies depending on:
Time of day.
Particular program.
TV time periods are divided into dayparts.
Dayparts: Specific segments of a broadcast day.
Advertising rates depend on size and popularity of dayparts.

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•Radio’s All Dimension Audience Research.

•Measures national radio listening and audiences for network radio stations and syndicated radio shows.

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Advantages:
National advertisers benefit from flexibility and growth in syndication.
Disadvantages:
Acquisition is difficult, pricing policies vary among stations, and station reps reduce sales.

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Syndicated programs: Sold and distributed station by station.

Types:

Off-network syndication—Reruns.

First-run syndication—Shows produced specifically for syndication market.

Advertiser-supported or barter syndication—Shows sold to stations in return for portion of commercial time.

Offers both off-network and first-run syndicated programs.

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Advantages:

Saves money.
Broadens reach for national advertisers.
Targets specific audiences.

Disadvantages:

Audiences are often rural and older.
Syndicators do not supply much research information.

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Size and composition
Television household
Program rating
Households using television (HUT)
Share of audience
Total audience

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Nielsen ratings
People meter

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Portable People Meter (PPM)
Sweeps
designated market areas (DMAs)

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linear TV
commercial ratings
Total Audience Measurement system
Total Use of Television
Total Ad Ratings report