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Chapter 11 Evaluation of Media: Television and Radio
Nazia Naz ia Ch Choud oudhur hury y Lecturer School of Business ULAB
2
Advantages of Television 1. Creativity and Impact 2. Coverage and Cost-Effectiveness 3. Captivity and Attention 4. Selectivity and Flexibility
• the interaction of sight and sound offers tremendous creative flexibility and opportunities for the advertising message
• TV can reach large audiences cost effectively
• commercials impose themselves on viewers as they watch their favorite programs and are likely to be seen unless some effort is made to avoid them
•
audiences vary by program content, broadcast time, and geographic coverage; cable television offers additional selectivity
3
Limitations of Television 1. Fleeting Messages
• most TV commercials are 30 seconds or less and leave consumers with nothing tangible to examine
2. Cost
• expense of buying airtime and costs of producing TV commercials is high
3. Low Selectivity
• offers some selectivity, but not very selective for smaller target markets
4
Limitations of Television 4. Clutter
• a problem because of shorter and an increased number of commercials
5. Distrust and Negative Evaluation
• the pervasiveness of TV commercials and their intrusiveness as well as content creates problems
6. Limited Attention
• viewers avoid commercials by zipping and zapping or simply by not paying attention to them
5
Network versus Spot
Network
Affiliated stations that are linked Purchase transactions are simplified
Spot & Local
Commercials shown on local stations May be local or “national spot” commercials
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Syndicated Programs Off-network syndication Sold and distributed station by station
are “reruns”
First-run syndications are also featured
Advertiser supported or bartered
Programs sold to stations in return for air time
7
Methods of Buying Time Sponsorship 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on a show’s prestige
Participations 1. Participating sponsors share the cost 2. May participate regularly or sporadically 3. Advertiser isn’t responsible for production 4. Participants lack control over content
Spot Announcements 1. Bought from local stations 2. Ads generally appear during time periods adjacent to network programs, rather than within them
8
Weekday Television Dayparts Early Morning
5:00-9:00 a.m.
Daytime
9:00 a.m.-3:00 p.m.
Early Fringe
3:00 p.m.-5:00 p.m.
Early News
5:00-7:00 a.m.
Prime-Time Access
7:00 p.m.-8:00 p.m.
Prime Time
8:00 p.m.-11:00 p.m.
Late News
11:00-11:30 p.m.
Late Fringe
11:30-2:00 a.m.
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Cable Television (CATV) Characteristics
Advantages
Limitations
1. National, regional, and local available
1. Highly selective “narrowcasting”
1. Overshadowed by major networks
2. Targets specific geographic areas
2. Reaches specialized markets
2. Audience is fragmented
3. Low cost and flexibility
3. Lacks penetration in major markets
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Measuring the TV Audience 1. Television households
• number of households that own a TV
2. Program Rating
• percentage of TV households in an area that are tuned to a specific program during a specific time period.
3. Households using TV 4. Share of Audience 5. Total Audience
• percentage of homes in a given area where TV is being watched during a specific time period
•
percentage of households using TV in a specified time period that are tuned to a specified program
•
the total number of homes viewing any fiveminute part of a telecast
11
Advantages of Radio Cost and Efficiency Receptivity 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 Digital Media Competition Clutter
13
Buying Radio Time Three national networks
Network Radio
Over 100 regional/area networks A multitude of syndicated programs
About 20% of all spots Allows great flexibility, targeting
Spot Radio
Purchase transaction can be difficult
Local Radio
Nearly 80% of advertisers are local Local CATV is becoming competitive
