Electronic Media: Television and Radio Chapter 12 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

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.

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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.

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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.

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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”

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The Medium of Television

• Types of TV advertising– Spot Announcements– Program-Length ads

(PLAs, Infomercials)– Product Placements

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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)

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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

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TV Audience Measurement

• TV Audience Measurements– TV Households– Households Using TV– Program Rating– Audience share– Total audience– Audience composition

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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

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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

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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

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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

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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

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Buying Radio Time

• Radio Terminology– Average Quarter-Hour Audience (AQH Persons)– Gross Impressions– Gross Rating Points– Cume Persons– Cume Rating

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