Evaluation of Broadcast Media

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Chapter 11

• Evaluation of Broadcast Media

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Television Advantages

• Creativity and Impact
• High Impact
• Sight-Sound-Motion
• Creative flexibility
• Coverage and Cost Effectiveness
• Mass Coverage / High Reach
• Low Cost per Exposure
• Attention-getting Medium
• High Prestige

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Television Disadvantages

• Cost
• High absolute cost
• High production cost
• Lack of selectivity
• Short message life
• Clutter
• Limited viewer attention and captivity
• Distrust and negative evaluation

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Use TV Only If . . .

• The budget is large enough to produce high
  quality commercials.
• The media budget is sufficient to generate and
  sustain the number of exposures needed.
• The market is large enough and reachable
  efficiently through a specific network, station,
  or program.
• Theres a genuine need for a medium with high
  creative potential to exert a strong impact.

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Buying TV Time
Network Versus Spot

• Networks
• Ads shown during network programs
• Affiliated stations are linked (nationwide)
• Purchase transactions are simplified
• Spot and Local
• Ads are purchased from local stations
• Ads shown between network programs, during local
  programming, or during syndicated programs
  (e.g., reruns, or shows like Jeopardy and
  Oprah)
• May be local ads or national spot ads

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TV Dayparts (PST, EST)

• 700 AM - 900 AM Mon. - Fri.
• 900 AM - 430 PM Mon. - Fri.
• 430 PM - 730 PM Mon. - Fri.
• 730 PM - 800 PM Mon. - Sat.
• 800 PM - 1100 PM Mon. - Sat.
• 700 PM - 1100 PM Sun.
• 1100 PM - 1130 PM Mon. - Fri.
• 1130 PM - 100 AM Mon. - Fri.

• Morning
• Daytime
• Early fringe
• Prime-time access
• Prime time
• Prime time Sun.
• Late news
• Late fringe

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Cable Television

• Characteristics of Cable
• National, regional, and local available
• Targets specific geographic areas
• Advantages of Cable
• Highly selective narrowcasting
• Low cost and flexibility
• Limitations of Cable
• Overshadowed by major networks
• Audience is fragmented
• Lacks penetration in major markets

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TV Audience MeasuresThe Nielson Ratings
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Radio and TV Similarities
Both Media . . .

• Are sold in time segments
• Have network affiliates and independents
• Are regulated by the F.C.C.
• Are externally paced media
• Are passive, low-involvement

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Advantages of Radio

• Cost and Efficiency
• Low cost to produce and purchase
• Selectivityprogramming and geography
• Flexibility
• Short lead time
• Mental Imagery
• Integrated Marketing
• Combine with promotions

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Limitations of Radio

• Creative limitations
• Audience fragmentation
• Complex buying process
• Limited research data
• Limited listener attention and captivity
• Clutter

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Buying Radio Time

• Network Radio
• Three national networks
• Over 100 regional / area networks
• Syndicated programs
• (National) Spot Radio
• Allows greater flexibility and targeting
• Purchase transaction can be difficult
• Local Radio
• Nearly 80 of advertisers are local

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Dayparts for Radio

• 600 AM 1000 AM
• 1000 AM 300 PM
• 300 PM 700 PM
• 700 PM 1200 AM
• 1200 AM 600 AM

• Morning Drive Time
• Daytime
• Aft./Eve. Drive Time
• Nighttime
• All Night

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Radio Audience MeasuresArbitron and RADAR

• Person estimates of people listening
• Rating of listeners in the area population
• Share of the estimated listening audience
• Similar to Nielson for TV
• Average quarter-hour figure average of people
  estimated to have listened for at least 5 minutes
  during any quarter-hour in a daypart
• Cume cumulative audience, total of different
  people who listened for at least 5 minutes during
  a quarter-hour in a daypart