Electronic Media: Television and Radio Chapter 12 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
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Electronic Media: Television and Radio
Chapter 12
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
• LO1: Describe the advantages & disadvantages of broadcast television as an advertising medium.
• LO2: Discuss the various options for advertising on television.
• LO3: Explain how to measure television audiences & select the best programs to buy.
12-2
Learning Objectives
• LO4: Describe the advantages & disadvantages of radio as an advertising medium.
• LO5: Explain the options for advertising on radio & how radio audiences are measured.
12-3
The Medium of Television
• Broadcast TV– can be independent or affiliated with a network
• Cable– 91% of households had cable in 2010
• TV Audience Trends– Most people believe TV to be the most
authoritative advertising source.– Nearly every home in the US has a TV.
12-4
Pros and Cons of Broadcast TV Advertising
• Pros– Mass Coverage– Low cost per exposure– Some Selectivity– Creativity & Impact– Prestige– Social Dominance
• Cons– High Production Cost– High Airtime Cost– Limited Selectivity– Brevity– Clutter– “Zipping & Zapping”
12-5
The Medium of Television
• Types of TV advertising– Spot Announcements– Program-Length ads
(PLAs, Infomercials)– Product Placements
12-6
TV Audience Measurement
• Rating Services– Companies samples of
TV & radio audiences– cable services sometimes
provide their own ratings services
• Defining Television Markets– Nielson’s Designated Market Areas (DMAs)
12-7
TV Audience Measurement
• Dayparts– Segmenting the broadcast day (eastern/pacific)• 6:00am early morning• 9:00am daytime• 4:30pm early fringe• 7:30pm prime access• 8:00pm prime time• 11:00pm late news• 11:30pm late night
12-8
TV Audience Measurement
• TV Audience Measurements– TV Households– Households Using TV– Program Rating– Audience share– Total audience– Audience composition
12-9
TV Audience Measurement
• Gross Rating Points• total rating points by a media schedule over a period
• Audience Measurements• TV Households• Households Using TV• Program Rating• Audience share• Total audience• Audience composition
12-10
The Medium of Radio
• Who uses radio– Percent of US who listen• in an average week, 93%• in an average day, 71%
– imagery transfer happens when audio from TV spots are converted to radio spots
12-11
The Medium of Radio
• Radio Programming & Audiences• Radio stations usually have a specific programming format
– FM radio: better sound, more program variety &fewer commercials.
– AM radio: more news/talk programs.
– Satellite Radio: extensiveprogram choices
12-12
Buying Radio Time
• Radio Dayparts• 6am Morning Drive• 10am Daytime• 3pm Afternoon/Evening Drive• 7pm Nighttime• Midnight All Night
– can purchase by daypart or run-of-station
12-13
Pros and Cons of Radio Advertising
• Pros– Reach & Frequency– Selectivity– Cost Efficient– Timely– Immediate– Locally Relevant– Creatively Flexible
• Cons– Heard, but not seen– Segmented Audiences– Short-Lived – Half-Heard– Cluttered
12-14
Buying Radio Time
• Radio Terminology– Average Quarter-Hour Audience (AQH Persons)– Gross Impressions– Gross Rating Points– Cume Persons– Cume Rating
12-15
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