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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio
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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

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Page 1: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 14

Using Electronic

Media: Television and

Radio

Page 2: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-2

Chapter Overview

Factors to evaluate when considering radio & television in

the creative mix

Page 3: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-3

Chapter Objectives

Describe pros & cons of broadcast TV as an

ad medium

Evaluate different types of TV advertising

Discuss factors to consider when buying

TV time

Discuss the pros and cons of cable TV ads

Explain the process of buying cable and

broadcast TV time

Describe TV audience measurement

Analyze pros & cons of radio in the creative mix

Discuss factors to consider when buying

radio time

Page 4: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-4

The Medium of Television

Broadcast TV Cable TV

VHF and UHF

Independent Stations

Network Affiliates

Premium Services

Ad-Supported Networks

Superstations

Page 5: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-5

TV Audience Trends

Demographics

DVD Rental

Cable households

Viewing patterns

TV viewing hours Audience fragmentation

Page 6: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-6

The Medium of Television

Pros Cons

Mass coverage

Relatively low cost

Some selectivity

High production cost

High airtime cost

Limited selectivity

Impact

Creativity

Prestige

Brevity

Clutter

Zipping and zapping

Social dominance

Page 7: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-7

Cable TV Pros and Cons

Pros Cons

Selectivity

Audience demographics

Low cost

Limited reach

Fragmentation

Quality

Flexibility

Testability

Zipping and zapping

Page 8: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-8

The Medium of Television

How adult viewers rate various media

Page 9: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-9

Types of TV Advertising

Sponsorship

Participation basis

Spot ads

Syndication

Infomercials

Page 10: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-10

Network & Syndication

Distribution

Page 11: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-11

TV Ad Spending (Billions)

Network TV dominates, but is losing ground

Page 12: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-12

16-16-1212Types of TV Advertising

Prime time’s Prime time’s most expensive most expensive 30-second 30-second spotsspots

http://www.frankwbaker.com/2006_2007_ad_rates.htm

Insert ex. 16-7, p. Insert ex. 16-7, p. 517517

Ad cost per 30-sec Ad cost per 30-sec spotspot

Position = 2.9”horiz., Position = 2.9”horiz., 1.5” vertical1.5” vertical

Size = 4.6” TALLSize = 4.6” TALL

Resolution: 300 dpiResolution: 300 dpi

Page 13: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-13

Most Expensive 30-Second

Spots

Page 14: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-14

TV Audience Measurement

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

Nielsen & Others

Cable Ratings

Page 15: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-15

TV Audience Measurement

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

Nielsen & Others

Cable Ratings

Designated Market Areas

Page 16: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-16

Designated Market Area

Columbus, Georgia designated market area

Page 17: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-17

TV Audience Measurement

Daytime 9 a.m. – 4 p.m.

Early Fringe 4 – 5:30 p.m..

Early News 5 or 5:30 – 7:30 p.m.

Access 7:30 – 8 p.m.

Prime Time 8 – 11 p.m.

Late News 11 – 11:30 p.m.

Late Fringe 11:30 – 1 a.m.

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

Nielsen & Others

Cable Ratings

Designated Market Areas

Page 18: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-18

TV Audience Measurement

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

Nielsen & Others

Cable Ratings

Designated Market Areas

TV Households

Households Using TV

ProgramRating

AudienceShare

Total TVHH in areaTVHH tuned to program

=Rating

Page 19: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-19

Buying TV Time

Cost per Point =CPPRatingCost

Cost per ThousandThousands of People

=CPMCost

Gross Rating Points Reach (avg rating) × Frequency=GRP

Page 20: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-20

Buying TV Time

2. Select most

efficient programs

3. Negotiate prices and contracts

1. Request avails from media rep

Page 21: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-21

Other Forms of Television

DBS MDS

STV SMATV

Page 22: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-22

The Medium of Radio

Who uses radio?

93% of U.S adults listen each week

72% of U.S. adults listen every day

Average time is 2.5 hours per day

Radio’s reach exceeds other media

Page 23: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-23

Most Popular Program Formats

Page 24: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-24

Pros and Cons of Radio Ads

Pros Cons

Reach & frequency

Selectivity

Cost efficiency

Limitations of sound

Segmented audiences

Short-lived, half heard

Testability

Timeliness & immediacy

Clutter

Local relevance

Creative flexibility

Page 25: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-25

Mini-network Programming

Each network targets a specific demographic group

Page 26: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-26

Special Programming

Radio stations can

increase market share with special

programming

Page 27: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-27

Buying Radio Time

LocalNetwork Spot

Page 28: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-28

Key Radio Terms

Morning drive 6 a.m. – 10 a.m.

Daytime 10 p.m. – 3 p.m.

Afternoon drive 3 p.m. – 7 p.m.

Nighttime 7 p.m. – midnight

All night Midnight – 6 a.m.

DaypartsCumesAverage quarter-hour audiences

Page 29: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-29

Ratings Based on Dayparts

Gross Rating Points (GRP)

Average Quarter-Hour (AQH)

Total Audience Plan (TAP)

Run-of-Station (ROS)

AQH RatingPopulation

=AQH Persons × 100

GRP AQH Rating × No. of Spots=

Cume Estimates Cume Rating =Population

Reach Potential × 100

Page 30: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

14-30

Satellite Radio

Sirius & XM are major players

Over 16 million listeners

Many program choices

Exclusive programming


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