EVALUATION OF BROADCAST MEDIA

Learning ObjectivesTo examine the structure of the television and

radio industries and the role of each medium in the advertising program.

To examine the advantages and limitations of television and radio as advertising media.

To explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined.

To consider future trends in TV and radio and how they will influence the use of these media in advertising.

I. TELEVISION

Television has virtually saturated households throughout the United States and many other countries and has become a mainstay in the lives of most people.

TV for news and information. primary form of entertainment. predominant form of mass media. represents the ideal advertising medium with its

ability to combine visual images, sound, motion, and color.

Advantages

Television permits you to reach large numbers of people on a national or regional level in a short period of time

Independent stations and cable offer new opportunities to pinpoint local audiences Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion

Disadvantages

Message is temporary, and may require multiple exposure for the ad to rise above the clutter

Ads on network affiliates are concentrated in local news broadcasts and station breaks

Preferred ad times are often sold out far in advance Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate

Relatively expensive in terms of creative, production and airtime costs

Television

Television Advantages

Selectivity and FlexibilitySelectivity and Flexibility

Captivity and AttentionCaptivity and Attention

Coverage and Cost EffectivenessCoverage and Cost Effectiveness

Creativity and ImpactCreativity and Impact

aADVATAGES

1. Information:- Television provides the information regarding to day to day events on national and international level.

2. Comparison:- With the help of information provided by the Television we can easily compare the development progress of nation with other nation

3. Entertainment:- Television is the most important mean for entertainment of every section of our society.

4. Education:- Television helps in getting guidelines to the students regarding their subjects from deemed and remote university.

5. Techno information:- It gives us the audio visual information regarding the new inventions in the world.

6. News:- It gives us the latest and updated information in form of news of each and every area or part of world.

7. Forecast:- It helps us in getting information regarding the weather, business, technical etc forecasts.

Television Disadvantages

LowSelectivity

LowSelectivity

FleetingMessageFleetingMessage CostCost

ClutterClutter

DistrustDistrustNegativeEvaluationNegative

Evaluation

LimitedAttentionLimited

AttentionNegativeFactors

NegativeFactorsZippingZipping

Zapping

Zapping

1. False advertisements: - People believe on the information delivered with the mean of advertisements related to the product which may be true or false.

2. Spreading Profanity:- Now these days through Cable network the images of profanity is getting excess in the common man habitats which is not appreciable from the children point of view.

3. Spreading Violence: - with the influence of action films or serials it give rise to the violent acts in the thoughts of common man.

4. Increase in crime rate:- Some time the crime influenced movies give the idea for the execution of crime in real life.

Disadvantages of TV

Examples of ADs

Best adverstisement of the week: Cadbury Silk

This spot, much like most commercials for Cadbury Silk, will probably make you drool or hurl, depending on your tummy's general disposition. It's about a twosome devouring a bar of melting chocolate plumb in the middle of a film, smearing their fingers and forearms with gunk while they are at it.

Perhaps too much for some to stomach -especially the hapless girlfriend in the middle, with her chocophile beau on one side and her BFF (or maybe ex-Best-Friend-Forever) on the other. What we'd like to know is how they were able to smuggle chocolate, generally treated like some lethal hybrid of drugs and weaponry by most theatre managements, into the cinema in the first place. Our panel however loves this sinful twist in the kahani.

Honda City

Honeymoon's over folks! A woman sulks about how her husband loves his "toys" more than he loves her. Perhaps manic, obsessive car love would have been the ideal end to this spot for Honda City. But somewhere between the wife's self-pitying rant, the husband's attempt to dust off an imaginary speck on his car, and his unaccountable change of heart, the spot loses its way and lands in BEkaarville thanks to our panel.

Viewer Involvement

Top 10 Network TV Advertisers

Network versus Spot

May be local or “national spot” commercials

May be local or “national spot” commercials

NetworkNetwork

Spot &Local

Spot &Local

Purchase transactions are simplified

Purchase transactions are simplified

Affiliated stations that are linked

Affiliated stations that are linked

Commercials shown on local stations

Commercials shown on local stations

The CW Network

Syndicated Programs

Off-network syndication are “reruns”

Off-network syndication are “reruns”

First-run syndications are also featured

First-run syndications are also featured

Advertiser-supported or

bartered

Advertiser-supported or

bartered

Sold and distributed station by

station

Sold and distributed station by

station

Programs sold to stations in return for air time

Programs sold to stations in return for air time

Top 10 Syndicated Programs

Methods of Buying Time

SponsorshipSponsorship

1. Advertiser assumes responsibility for the production and perhaps content

2. Sponsor has control and can capitalize on a show’s prestige

1. Advertiser assumes responsibility for the production and perhaps content

2. Sponsor has control and can capitalize on a show’s prestige

ParticipationsParticipations

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

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

Spot Announcements

1. May be purchased by daypart or adjacency

1. May be purchased by daypart or adjacency

Weekday Television Dayparts

Prime-Time Access 7:30 p.m.-8:00 p.m.

Late News 11:00-11:30 p.m.

Morning 7:00-9:00 a.m.

Early Fringe 4:30 p.m.-7:30 p.m.

Late Fringe 11:30-1:00 a.m.

Prime Time 8:00 p.m.-11:00 p.m.

Daytime 9:00 a.m.-4:30 p.m.

Cable Television (CATV)

AdvantagesAdvantages

1. Highly selective “narrowcasting”

2. Reaches specialized markets

3. Low cost and flexibility

1. Highly selective “narrowcasting”

2. Reaches specialized markets

3. Low cost and flexibility

CharacteristicsCharacteristics

1. National, regional, and local available

2. Targets specific geographic areas

1. National, regional, and local available

2. Targets specific geographic areas

LimitationsLimitations

1. Overshadowed by major networks

2. Audience is fragmented

3. Lacks penetration in major markets

1. Overshadowed by major networks

2. Audience is fragmented

3. Lacks penetration in major markets

ESPN is One of the Most Popular Cable Networks

The Future of Cable

Govt. regulations

Govt. regulations

More channels

More channels

CompetitionCompetition

Future Challenges

Future Challenges

DBS services

DBS services

New technology

New technology

Measuring the TV Audience

Total Audience

Total Audience

Program Rating

Program Rating

Households Using TV

Households Using TV

Share of AudienceShare of Audience

TV Audience Measures

HH tuned to showU.S. HH using TVShare =

Share of Audience

HH tuned to showTotal U.S. HHRating =

Program Rating

National Audience Information

Local Audience Information

Sweeps Periods

Developments in Audience Measurement

Commercial Ratings data (C3)

Engagement metrics

Anywhere Media Measurement (A2/M2)

Radio and TV Similarities

Are time oriented mediaAre time oriented media

Are sold in time segmentsAre sold in time segments

Have some network affiliatesHave some network affiliates

Have some independentsHave some independents

Use the public airwayUse the public airway

Are regulated by the F.C.C.Are regulated by the F.C.C.

Are externally paced mediaAre externally paced media

Are passive, low-involvementAre passive, low-involvement

Both media…

Both media…

Radio Differs From TV

Is more limited communicationIs more limited communication

Costs much less to produce

Costs much less to produce

Costs much less to purchase

Costs much less to purchase

Offers only an audio messageOffers only an audio message

Has less status and prestige

Has less status and prestige

Radio

Advantages Radio is a universal medium enjoyed by

people at one time or another during the day, at home, at work, and even in the car.

The vast array of radio program formats

offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer.

Gives your business personality through the creation of campaigns using sounds and voices

Free creative help is often available Rates can generally be negotiated During the past ten years, radio

rates have seen less inflation than those for other media

Disadvantages

Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience

Listeners cannot go back to your ads to go over important points

Ads are an interruption in the entertainment. Because of this, a radio ad

may require multiple exposure to break through the listener's "tune-out" factor and ensure message retention

Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention

Advantages of Radio

Mental ImageryMental Imagery

FlexibilityFlexibility

SelectivitySelectivity

Receptivity Receptivity

Cost and Efficiency Cost and Efficiency

Integrated MarketingIntegrated Marketing

Mental Imagery

• Visual elements of television commercials are transferred into the consumer’s mind by using a similar audio track in radio commercials

Radio Gives Customers a Clearer Picture

Limitations of Radio

Audience FragmentationAudience Fragmentation

Limited Research DataLimited Research Data

Creative LimitationsCreative Limitations

Chaotic BuyingChaotic Buying

Limited Listener AttentionLimited Listener Attention

ClutterClutter

Digital Media CompetitionDigital Media Competition

Buying Radio Time

Over 100 regional/area networksOver 100 regional/area networks

Three national networksThree national networks

A multitude of syndicated programsA multitude of syndicated programs

Network Radio

Network Radio

About 20% of all spotsAbout 20% of all spots

Allows great flexibility, targetingAllows great flexibility, targeting

Purchase transaction can be difficultPurchase transaction can be difficult

SpotRadioSpotRadio

Nearly 80% of advertisers are localNearly 80% of advertisers are local

Local CATV is becoming competitiveLocal CATV is becoming competitive

Local RadioLocal Radio

Dayparts for Radio

Audience Information

Person estimatesPerson

estimates

ShareShare RatingRatingArbitronArbitron

Network audience measuresNetwork audience measuresRADARRADAR

Media Planner Responsibilities

Identify advertising ratesIdentify advertising rates

Optimize the advertiser’s budgetOptimize the advertiser’s budget

Ensure target audience coverageEnsure target audience coverage

Set time schedulesSet time schedules

Choose a particular television day part other than evening prime time, such as early morning, the afternoon or late fringe, and list the products and services advertised during these time periods. Analyze the type of consumers these advertisers are targeting and the products and services being advertised during this period. Why do you think these companies/brands have chosen to advertise during this day part?