Evaluation of Broadcast Media

1
Chapter 11

• Evaluation of Broadcast Media

2
Television Advantages

• Creativity and Impact
• High Impact
• Sight-Sound-Motion
• Coverage and Cost Effectiveness
• Mass Coverage
• High Reach
• Captivity and Attention
• Attention Getting
• Favorable Image
• Selectivity and Flexibility
• High Prestige
• Low Exposure Cost

3
Television Disadvantages

• Cost
• Lack of Selectivity
• Fleeting Message
• Clutter
• Limited Viewer Attention
• Distrust and Negative Evaluation

4
Top 25 Network TVAdvertisers, 1998

• 1 General Motors 778.2
• 2 Procter Gamble 670.4
• 3 Johnson Johnson 420.5
• 4 Philip Morris 412.3
• 5 Ford Motor 340.8
• 6 Daimler Chrysler 310.7
• 7 Unilever 294.0
• 8 Diageo 290.2
• 9 Walt Disney 290.1
• 10 McDonalds 274.6
• 11 Tricon Global
• Restaurants 246.9
• 12 Sears, Roebuck 225.2
• 13 MCI WorldCom 218.8

• 14 Time Warner 216.9
• 15 Anheuser-Busch 216.4
• 16 Toyota Motor 198.4
• 17 U.S. Government 193.2
• 18 ATT 189.5
• 19 LOreal 188.4
• 20 Warner-Lambert 186.2
• 21 PepsiCo 176.3
• 22 American Home
• Products 160.6
• 23 Bristol-Myers Squibb 159.8
• 24 Nissan Motor 155.8
• 25 Sony 151.0

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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.

6
Changes in NetworkCommercial Length
100
75
Other
60 Sec.
50
30 Sec.
15 Sec.
25
0
1965
1970
1975
1980
1985
1990
1995
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Buying TV Time

• Network Versus Spot
• Networks
• Affiliated stations are linked
• Purchase transactions are simplified
• Spot and local
• Commercials shown on local stations
• May be local or national spot commercials
• Syndicated Programs
• Sold and distributed station by station
• Off-network syndication are reruns
• First-run syndications are also featured
• Advertiser-supported or bartered
• Programs sold to stations in return for air time

8
Methods of Buying Time

• Sponsorship
• Advertiser assumes responsibility for the
  production and perhaps the content of the program
• Sponsor has control and can capitalize on the
  prestige associated with a show
• Participations
• Participating sponsors share the cost
• May participate regularly or sporadically
• Advertiser isnt responsible for production
• Participants lack control over content
• Spot Announcements
• May be purchased by daypart or adjacency

9
Three TV Buying Decisions

• Network Versus Spot
• Reach is the primary consideration but ease of
  purchase is important.
• National Versus Local Spot
• Spots purchased by national advertisers are known
  as national spot.
• Sponsor, Participate, or Spot
• Method of buying affects cost, commitment, and
  identification.
• Specific Daypart and Weeks
• Scheduling depends on reach and frequency
  requirements.

10
TV Dayparts

• 700 AM - 900 AM Mon. - Fri.
• 900 AM - 430 PM Mon. - Fri.
• 430 PM - 730 PM Mon. - Fri.
• 730 PM - 800 PM Sun. - 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

11
Other TV Vehicles

• Cable / CATV
• They offer there opportunity for narrowcasting,
  economy, and flexibility.
• Superstations
• They send their signals directly to CATV
  operators for rebroadcast.
• Video Cassette Recorders
• The permit delayed viewing but also allow ZIPPING
  of commercials.
• Enhanced TV Set Features
• Remote controls, multi-windows and the like
  encourage commercial ZAPPING.

12
Cable Television (CATV)

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

13
Measuring TV Audiences

• Audience Measures
• Measured by rating services
• Size and composition indicated
• Television Households
• Number of HH that own a TV
• Usually total HH in a market
• Program Rating
• Percentage of TV HH tuned to a show
• Rating point 1 percent of TV HH
• Households Using TV (HUT)
• Percentage of homes in an area watching TV at a
  given time
• Share of Audience
• Percentage of HUT tuned to a show

14
TV Audience Measures
15
Radio and TV Similarities
Both Media . . .

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

16
Radio Differs from TV
Radio Broadcasting . . .

• Offers only an audio message.
• Is more limited communication.
• Costs much less to produce.
• Costs much less to purchase.
• Has less status and prestige.

17
Radio Formats by Age Group
18-24
45-54
35-44
25-34
0
10
20
30
40
50
60
70
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Advantages of Radio

• Cost and Efficiency
• Selectivity
• Flexibility
• Mental Imagery
• Integrated Marketing

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Limitations of Radio

• Creative Limitations
• Audience Fragmentation
• Chaotic Buying
• Limited Research Data
• Limited Listener Attention
• Clutter

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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

21
Buying Radio Time

• Network Radio
• Three national networks
• Over 100 regional/area networks
• A multitude of syndicated programs
• (National) Spot Radio
• About 20 of all spot announcements
• Allows great flexibility and targeting
• Purchase transaction can be difficult
• Local Radio
• Nearly 80 of advertisers are local
• Local CATV is becoming competitive