Television

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Television

• JOMC 170

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Time Spent
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4 Kinds of Ad-Supported TV

• Network
• Cable
• Syndication
• Local (mainly news public affairs)

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Network

• Broadcast Coverage Area?The geographic area that
  receives a signal from an originating television
  station.
• Network?A connecting system which allows
  simultaneous telecasting of a single origination
  by a number of stations.

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Cable

• Cable Television (Cable TV or CATV)?A television
  distribution system whereby TV signals are
  transmitted via cable (insulated wire), rather
  than through the air, to TV sets subscribers in a
  community or locality. Cable television systems
  are generally called cable systems the companies
  that own and operate them are known as cable
  system operators or cablecasters.

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ADS

• Alternate Delivery Systems (ADS)?TV homes with
  unwired cable access are referred to as having
  Alternate Delivery Systems. The four components
  of ADS are
• Direct Broadcast Satellite (DBS)
• Satellite Master Antenna (SMATV)
• Microwave Multi Distribution System (MMDS),
  "WIRELESS CABLE"
• Satellite Dish (C-Band/KU Band), "Big Dish"

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ADS penetration
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Syndication

• Syndicated Program?A program that is produced for
  national distribution, but which is shown on
  individual local stations rather than on a
  national network is called a syndicated program.
  These programs may be sponsored either locally or
  nationally.

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First Run
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Off-Network
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Syndicated Programming

• Barter Syndicator licenses program to local
  station in exchange for commerical time which the
  Syndicator then sells nationally.
• Barter/Cash Syndicator licenses program to local
  station in exchange for a combination of cash
  payment and commercial time from local station.
  Cash Sales Program license to local station for
  all cash. Station sells 100 of the time locally.
  
• Multiple Barter

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Local

• OO Station?A television station owned and
  operated by a national network.
• Affiliate?A TV station, not owned by a network,
  that grants a network use of specific time
  periods for network programs and advertising, for
  compensation. Remainder of broadcast day is
  programmed locally.
• Independent Station?Stations not affiliated with
  any network, usually refers to commercial
  stations only.

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Non-Ad-Supported TV

• Pay-Per-View TV (PPV)?A system in which payment
  is made for a single showing of a program.
• Pay Television (Pay TV)?Home television
  programming for which the viewer pays by the
  program or by the month also called
  pay-television, subscription television (STV), or
  toll-TV.

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Rec. vs. View
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Know Whats On?
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Why Watched
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TV Dayparts

• Dayparts?The time segments that divide the TV day
  for ad scheduling purposes. These segments
  generally reflect a television stations
  programming patterns. Comparison of audience
  estimates between dayparts may indicate
  differences in size and composition of available
  audience.

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most common dayparts

• Early morning 600am-900am
• Daytime 900am-330pm
• Early fringe 330pm-530pm
• Early news 530pm-700pm
• Prime access 700pm-800pm
• Prime 800pm-1100pm (M-Sat)
• 700pm-1100pm (Sunday)
• Late news 1100pm-1130pm
• Late fringe 1130pm-100am
• Late night 100am-600am
• Eastern Time

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Top Ad Medium
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National vs. Spot Advertising

• Network/National TV The advertising time
  purchased on network, cable, or syndicated
  programming with national coverage.
• Spot TV?The advertising time purchased from
  individual stations. Two major types local and
  national.

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National vs. Local Spot

• National Spot?A form of broadcast advertising in
  which national advertisers, through their agency
  or buying service, select their target markets
  and stations to fit their marketing needs. The
  station usually has a contract with a rep firm to
  represent it to ad agencies.
• Local Spot?The advertising purchased in a market
  and aimed only at the audience in that market.

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Top TV Ad Component
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Types of Ads

• Commercial (Spot) 10, 15, 30, 60 units
• Sponsorship?The purchase of all or part of a
  television program by one advertiser.
• Package?A combination of commercial units offered
  as a group to an advertiser. A package is
  generally priced more attractively than the
  collective costs for each commercial unit. A
  package may also be called a rotation or scatter
  plan.

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Units
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More Ad Units

• Billboard?A brief announcement, usually 3, 5 or
  10 seconds in length, and usually earned by
  advertisers paying extra for the program being
  ordered.
• Infomercial?A television commercial that is
  similar in appearance to a news program or talk
  show format, usually 30-minutes in length.

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Pre-emptions / Make-goods

• Pre-emption?An omission of an announcement from a
  previously confirmed broadcast schedule the
  advertiser is either offered a make-good or takes
  a credit.
• Make-good?A spot offered by a station in place of
  a regularly scheduled announcement that did not
  run or was improperly aired.

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Scheduling

• Run-Of-Schedule (ROS)?Scheduling of commercials
  at any time of a stations choosing.
• Rotation?Scheduling of advertising in the same
  program or time period on different days each
  week (horizontal rotation) or throughout a
  particular day (vertical rotation) in order to
  increase advertising exposure to different
  prospects.

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Scheduling

• Scatter Plan?Scheduling method where the
  advertiser's commercials are rotated among a
  broadly described group of programs and/or time
  periods.
• Road Blocking?The scheduling of a brand's
  commercial at approximately the same time on all
  networks, or all stations in a given market.

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Audience Measurement

• Nielsen Media Research (NMR)?A firm involved in
  local and national measurement of the TV
  audience also involved in other research
  activities.
• Sweeps?Four-week periods (known as "sweep
  months") in which NSI surveys all television
  markets (generally during November, February,
  May, and July).

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TV HHs

• Television Households?An estimate of the number
  of households that have one or more television
  sets.
• Designated Market Area (DMA)?Represents an
  exclusive geographic area of counties in which
  the home market stations are estimated to have
  the largest quarter-hour audience share (as
  defined by Nielsen).

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HUT / PUT

• Households Using Television (HUT)?The percentage
  of all television households in a survey area
  with one or more sets in use during a specific
  time period.
• Persons Using Television (PUT)?A measurement of
  the total number of people in the target audience
  who are watching television for five minutes or
  longer during an average quarter-hour. PUT is
  generally expressed as a percent.

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HUT/PUT
Households Using Television (HUT) or Persons
Using Television (PUT) The number of
households with one or more TV sets turned on
expressed as a percentage of the TV Household
universe. In the example above, six of the ten
households are viewing TV. The HUT would be 60 (6
/ 10 x 100 60).
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Rating

• Rating?A percentage of total households or
  population owning TVs who are tuned to a
  particular program or station at a specific time
  (e.g., a six rating for women 18-49 means 6
  percent of all women 18-49 in the defined
  geographic area were viewing that station or
  program).
• Rating Point?A value equal to one percent of a
  population or universe.

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Rating
Rating (RTG or AA) The estimate of the size of
a television audience relative to the total
universe, expressed as a percentage. The
estimated percent of all TV households or persons
tuned to a specific station. In the example
above, three of the 10 homes in the universe are
tuned to channel 2. That translates to a 30
rating.
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Share

• Share?Audience during the average minute of a
  program, expressed as a percentage of households
  using TV - computed by dividing average audience
  rating by households using TV.

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Share
Share (SHR) The percent of the Households Using
Television (HUT) or Persons Using Television
(PUT) which are tuned to a specific program or
station at a specified time. Using the example
above, channel 2 is being viewed in three of the
six homes using television. That means it has a
50 share of audience.
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Formulas
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Formulas

• Share Rating HUT
• Rating Share x HUT
• HUT Rating Share

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Future of Audience Measurement

• Personal People Meter (PPM)?Hardware currently
  being tested by Arbitron. The PPM is a
  pager-sized device that is worn by consumers
  throughout the day to automatically detect
  inaudible codes that radio and television
  broadcasters and cable networks embed in the
  audio portion of their programming.