Chapter11
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The document provides information on evaluating various broadcast media, including advantages and disadvantages of television and radio. It discusses topics such as television's ability to reach large audiences but limitations in selectivity. For radio, it covers advantages like low cost but also limitations like fragmented audiences. The document also outlines audience measurement sources and methods for buying advertising time on television and radio.
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Chapter11
- 1. Evaluation of Broadcast Media 1 1 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
- 2. Television Advantages CCrreeaattiivviittyy aanndd IImmppaacctt CCoovveerraaggee aanndd CCoosstt EEffffeeccttiivveenneessss CCaappttiivviittyy aanndd AAtttteennttiioonn Selectivity Selectivity aanndd FFlleexxiibbiilliittyy
- 3. Reaching Large Audiences via Program *Click outside of the video screen to advance to the next slide
- 4. Television Disadvantages Low Low Selectivity Selectivity Fleeting Message CCoosstt Fleeting Message CClluutttteerr Negative Evaluation Negative DDiissttrruusstt Evaluation Limited Attention Limited Attention Negative ZZiippppiinngg Factors ZZaappppiinngg
- 6. DVRs are Impacting Television
- 7. Top 10 Network TV Advertisers
- 8. Clever TV Ads Entertain, Inform, and Retain *Click outside of the video screen to advance to the next slide
- 9. Network versus Spot Affiliated stations that are linked Affiliated stations that are linked Purchase transactions are simplified Commercials shown on local stations May be local or “national May be local or “national spot” commercials spot” commercials NNeettwwoorrkk Spot & Local Spot & Local Purchase transactions are simplified Commercials shown on local stations
- 10. The CW Network
- 11. Syndicated Programs Off-network syndication are “reruns” First-run syndications are also featured Sold and distributed station by station Sold and distributed station by station Advertiser-supported Advertiser-supported or or bartered bartered Programs sold to stations in return for air time
- 12. Top 10 Syndicated Programs
- 13. Methods of Buying Time SSppoonnssoorrsshhiipp 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 PPaarrttiicciippaattiioonnss 1. Participating 1. Participating sponsors share the cost sponsors share the cost 2. May participate 2. May participate regularly or sporadically regularly or sporadically 3. Advertiser isn’t 3. Advertiser isn’t responsible for production responsible for production 4. Participants 4. Participants lack control over content lack control over content Spot Spot Announcements Announcements 1. May be purchased by daypart or adjacency 1. May be purchased by daypart or adjacency
- 14. Weekday Television Dayparts Morning 7:00-9:00 a.m. Daytime 9:00 a.m.-4:30 p.m. Early Fringe 4:30 p.m.-7:30 p.m. Prime-Time Access 7:30 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 11:30-1:00 a.m.
- 15. Cable Television (CATV) AAddvvaannttaaggeess 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 CChhaarraacctteerriissttiiccss 1. National, regional, and local available 2. Targets specific geographic areas 1. National, regional, and local available 2. Targets specific geographic areas LLiimmiittaattiioonnss 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
- 16. ESPN is One of the Most Popular Cable Networks
- 17. SportsCenter Spots *Click outside of the video screen to advance to the next slide
- 18. The Future of Cable Govt. Govt. regulations regulations More channels More channels CCoommppeettiittiioonn Future Challenges DBS services DBS services New New technology technology
- 19. Test Your Knowledge The sole source of network television and local audience information is: A) Arbitron Co. B) Nielsen Media Research. C) RADAR D) Smart-TV E) Burke Research
- 20. Measuring the TV Audience Total Audience Total Audience Program Rating Program Rating Households Using TV Households Using TV Share of Audience Share of Audience
- 21. TV Audience Measures Program Rating HH tuned to show Total U.S. HH Rating = Share of Audience HH tuned to show Share = U.S. HH using TV
- 24. Sweeps Periods
- 25. Developments in Audience Measurement Commercial Ratings data (C3) Anywhere Media Measurement (A2/M2) Engagement metrics
- 26. Radio and TV Similarities AArree ttiimmee oorriieenntteedd mmeeddiiaa AArree ssoolldd iinn ttiimmee sseeggmmeennttss HHaavvee ssoommee nneettwwoorrkk aaffffiilliiaatteess HHaavvee ssoommee iinnddeeppeennddeennttss UUssee tthhee ppuubblliicc aaiirrwwaayy AArree rreegguullaatteedd bbyy tthhee FF..CC..CC.. AArree eexxtteerrnnaallllyy ppaacceedd mmeeddiiaa AArree ppaassssiivvee,, llooww--iinnvvoollvveemmeenntt Both media…
- 27. Radio Differs From TV Is more limited communication Is more limited communication Costs much less Costs much less to produce to produce Costs much less to purchase Costs much less to purchase Offers only an audio message Offers only an audio message Has less status and prestige Has less status and prestige
- 28. Advantages of Radio CCoosstt aanndd EEffffiicciieennccyy RReecceeppttiivviittyy SSeelleeccttiivviittyy FFlleexxiibbiilliittyy MMeennttaall IImmaaggeerryy IInntteeggrraatteedd MMaarrkkeettiinngg
- 29. Mental Imagery • Visual elements of television commercials are transferred into the consumer’s mind by using a similar audio track in radio commercials
- 30. Burger King Uses Radio Creatively *Click outside of the video screen to advance to the next slide
- 31. Radio Gives Customers a Clearer Picture
- 32. Limitations of Radio CCrreeaattiivvee LLiimmiittaattiioonnss AAuuddiieennccee FFrraaggmmeennttaattiioonn CChhaaoottiicc BBuuyyiinngg LLiimmiitteedd RReesseeaarrcchh DDaattaa LLiimmiitteedd LLiisstteenneerr AAtttteennttiioonn DDiiggiittaall MMeeddiiaa CCoommppeettiittiioonn CClluutttteerr
- 33. Buying Radio Time TThhrreeee nnaattiioonnaall nneettwwoorrkkss OOvveerr 110000 rreeggiioonnaall//aarreeaa nneettwwoorrkkss AA mmuullttiittuuddee ooff ssyynnddiiccaatteedd pprrooggrraammss Network Radio Network Radio AAbboouutt 2200%% ooff aallll ssppoottss AAlllloowwss ggrreeaatt fflleexxiibbiilliittyy,, ttaarrggeettiinngg PPuurrcchhaassee ttrraannssaaccttiioonn ccaann bbee ddiiffffiiccuulltt Spot Radio Spot Radio NNeeaarrllyy 8800%% ooff aaddvveerrttiisseerrss aarree llooccaall LLooccaall CCAATTVV iiss bbeeccoommiinngg ccoommppeettiittiivvee Local Radio Local Radio
- 35. Test Your Knowledge Arbitron: A) Measures local radio audiences B) Measures listenership to webcasts C) Provides radio stations with monthly cume ratings D) Now owns RADAR, which is a source of national network rating numbers E) All of the above
- 36. Audience Information Person estimates Person estimates SShhaarree AArrbbiittrroonn RRaattiinngg RRAADDAARR NNeettwwoorrkk aauuddiieennccee mmeeaassuurreess
- 37. Media Planner Responsibilities EEnnssuurree ttaarrggeett aauuddiieennccee ccoovveerraaggee IIddeennttiiffyy aaddvveerrttiissiinngg rraatteess SSeett ttiimmee sscchheedduulleess OOppttiimmiizzee tthhee aaddvveerrttiisseerr’’ss bbuuddggeett
Editor's Notes
- Relation to text This slide relates to the material on pp. 351-354 of the text. Summary Overview Television is unique in its ability to combine visual images, sound, motion, and color. These characteristics provide the advertiser with an opportunity to develop the most creative and imaginative advertising appeals of any medium. This slide shows the numerous advantages of television. They are: Creativity and impact – the interaction of sight and sound offers tremendous creative flexibility and opportunities for the advertising message Coverage and cost effectiveness – TV can reach large audiences cost effectively Captivity and attention – 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 Selectivity and flexibility – audiences vary by program content, broadcast time, and geographic coverage; cable television offers additional selectivity Use of this slide This slide can be used to discuss the various advantages of television.
- Relation to text This slide relates to the material on pp. 351-352 which discusses the advantages of television, and IMC Perspective 11-1. Summary Overview This slide contains a commercial called “Worst Spot on the Super Bowl” that was run by the online company LifeMinders during the 2000 Super Bowl. The company bought a 30 second spot on the Super Bowl in the fall of 1999, but its agency did not have time to produce a commercial in time for the big game, so the company created its own ad in-house. The commercial was this text-only message with black words set against a yellow background. Use of this slide This slide can be used as part of a discussion regarding the value of advertising on television. One of the advantages of television is its ability to reach large audiences. The Super Bowl is the premiere event for TV advertising, as it generally gets program ratings in the low 40s and is seen by more than 110 million people in the U.S. However, there is debate over whether the high cost of advertising on the big game is a good expenditure of media dollars. You might ask students how a small company such as LifeMinders could justify paying nearly $2 million for a 30 second spot on the Super Bowl.
- Relation to text This slide relates to material on pp. 354-358 of the text. Summary Overview Although television is unsurpassed from a creative perspective, the medium has several disadvantages that limit its use for some advertisers. These problems include: Fleeting messages – most TV commercials are 30 seconds or less and leave consumers with nothing tangible to examine Cost – expense of buying airtime and costs of producing TV commercials is high Low selectivity – offers some selectivity, but not very selective for smaller target markets Clutter – a problem because of shorter and an increased number of commercials Distrust and negative evaluation – the pervasiveness of TV commercials and their intrusiveness as well as content creates problems Limited attention – viewers avoid commercials by zipping and zapping or simply by not paying attention to them Use of this slide This slide can be used to discuss the limitations of television as an advertising medium and the various challenges they present to advertisers when using it as part of their media mix.
- Relation to text This slide relates to material on pp. 356-357. Summary Overview As more consumers become turned off by advertising and the number of available channels increases, the level of zapping is likely to increase. The challenge, then, is to discourage viewers from changing channels during commercial breaks. Tactics to hold the viewers attention include: Showing previews of the next week’s show Placing action sequences before the opening credits and commercials Increasing viewers’ involvement with the program Using commercial that are designed to look like a minishow Using hybrid commercials that are part show promotion and part ad This ad for Court TV claims that its viewers are less likely to zap to another channel due to higher involvement with the programming. Use of this slide Use this slide to introduce zapping to students, and then point out ways to discourage the practice.
- Relation to text: This slide relates to IMC Perspective 111-1 on pp. 349-351, and the material on page 357. Summary Overview This slide shows a display screen from a TiVo digital video recorder (DVR) system. DVRs are the major technological development that will impact TV viewing in the near future. The TiVo DVR system uses a phone line to download program schedules and with some simple programming viewers click on shows they want to watch, rather than punching in times and channels. These shows can be recorded and saved to a massive internal hard drive that holds up to 30 hours of programming. DVRs also allow users to rewind or pause in the middle of a live broadcast while the device keeps recording, resume watching from the point where they stopped, and then skip ahead to catch up to the live broadcast. These devices also allow viewers to skip past commercials. This new technology will result in TV on demand, as viewers will be able to control when they watch television shows and what shows they watch. This will have a tremendous impact on television advertising, as it will be more difficult to measure TV viewing audiences. DVRs will also make it easier for content providers to push programming directly to end users, potentially on a pay-per-view, commercial-free basis. Companies such as TiVo argue that advertisers should embrace the new technology, as it will allow them to take certain commercials out of a program and replace them with ads that are of more interest to certain types of TV viewers. They also see DVRs helping in the move toward interactive advertising, whereby consumers will be able to purchase products right off of the TV screen or enter contests or sweepstakes. DVRs are already encouraging marketers to experiment with extended ad-forms and other types of “advertainment” that can be shown to subscribers of these systems. It will become important for marketers to make their ads more interesting and entertaining in order to encourage consumers to watch them. Use of this slide This slide can be used as part of discussion of how digital video recorders and other technologies such as video on demand (VOD) are impacting television. DVRs will have a major impact on television’s traditional advertising business model as households do not have to watch programs at scheduled times and have the ability to fast forward through commercials or skip them altogether. This will make it more difficult to measure viewing audiences and make it more difficult to develop media plans for television.
- Relation to text This slide relates to material on pp. 352 and Figure 11-1 of the text. Summary Overview This slide shows a list of the top ten network television advertisers from 2006. Because of its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products. Large consumer packaged goods companies, carmakers, and retailers use TV frequently for their advertising messages. Use of this slide This slide can be used to discuss the top advertisers on network television. These are large companies with widespread distribution and availability of their products/services. They use TV to reach the mass market and deliver their messages at a very low cost per thousand.
- Relation to text This ad relates to the material on p. 356-357, which discusses ways to retain viewers during commercials. Summary Overview This ad contains a humorous ad for Norway’s Braathen Safe Airlines called “Naked Lunch.” The spot was developed to promote half price senior citizen fares and shows a man coming arriving home and deciding to surprise his wife only to find her having tea with her parents. The super reads, “Warning: We’re flying your in-laws for half price.” This commercial is one of the most popular ever shown at the Cannes Lions International Advertising Festival competition. Use of this slide This slide can be used to show how advertising can be used to entertain consumers as well as inform them. It would be difficult to execute this humorous message in any medium other than television. You might also use this ad to point out to students that the use of nudity is much more common in European advertising than in the U.S. This spot may never have made it past the network censors in the U.S.
- Relation to text This slide relates to material on pp. 358-362 of the text, which discusses the buying of television time. Summary Overview A basic decision for all advertisers is allocating their TV media budgets to network versus local or spot announcements. Network – a network assembles a series of affiliated local TV stations National coverage is available through networks Affiliated stations are linked Purchase transactions are simplified Spot/Local – commercials shown on local TV with time purchased from individual stations Commercials shown on local stations May be local or national spot (non-network advertising done by a national advertiser) Network advertising is used by large national advertisers to disseminate their messages cost effectively and simplify their purchasing. Additionally, large national advertisers supplement their advertising in specific markets by using local/spot advertising. Local firms, such as banks, retailers, and auto dealers, use spot/local advertising to reach their local geographic markets. Use of Slide This slide can be used to introduce the various options available to advertisers in buying advertising time on television.
- Relation to text This slide relates to material on pp. 358-359 of the text. Summary Overview The three traditional major networks are NBC, ABC, and CBS. A fourth major network is Fox, which broadcasts over a group of affiliated independent stations. The other television network in the United States is CW, which was formed in 2006 when WB and UPN decided to merge. The CW Network is co-owned by CBS/Viacom and Warner Bros., which is part of the Time Warner media conglomerate. The CW Network targets the 18-to-49 demographic, but does not offer a prime-time schedule. It airs 15 hours of prime-time programming over six days, with only a morning cartoon block on Saturdays. Popular shows on this network include America’s Next Top Model, Supernatural, and WWE Friday Night Smackdown! Use of this slide Use this slide to introduce the major television networks that currently exist in the United States.
- Relation to text This slide relates to material on pp. 362-363 of the text. Summary Overview Advertisers may also reach TV viewers by advertising on syndicated programs, which are shows that are sold or distributed on a station-by-station or market-by-market basis. The types of syndicated programming are listed below: Off-network syndication – reruns of network shows that are bought by individual stations. Popular shows are Seinfeld, Everybody Loves Raymond, and Friends. First-run syndication – shows specifically produced for the syndication market. Popular shows are Live with Regis & Kelly and The Jerry Springer Show. Advertiser-supported or barter syndication – selling shows to stations in return for a portion of the commercial time in the show, rather than cash. Popular shows are Wheel of Fortune, Jeopardy, and The Oprah Winfrey Show. Use of this slide This slide can be used to explain syndicated programming. Syndication accounts for more than a third of the national broadcast audience, and has become a very big business, generating revenue comparable to the big-three networks. In certain dayparts, such as daytime, early prime time, and late fringe, syndicated programs have become more popular than network shows.
- Relation to text This slide relates to material on pp. 362-363 and Figure 11-3. Summary Overview Many national advertisers use syndicated shows to broaden their reach, save money, and target certain audiences. Syndication continues to gain in popularity, and more advertisers are making syndicated shows part of their television media schedules. The top 10 syndicated programs in 2007-2008 are shown on this slide. Use of this slide Use this slide to discuss the syndication of television shows, and to point out which are the most popular, in terms of viewership.
- Relation to text This slide relates to material on pp. 363-364 of the text. Summary Overview This slide shows various methods of buying advertising time on television. A decision facing advertisers is whether to sponsor an entire program, participate in a program, or use spot announcements between programs. Characteristics of each are as follows: Sponsorship – advertiser assumes responsibility for the production and usually the content of the program and the advertising that appears within it. Firm can capitalize on the prestige of a high-quality program Control over the number, placement, and content of its commercials. Participation – many different advertisers buy commercial time on a particular program 90% of network advertising is sold this way Can participate on a regular or irregular basis Advertisers have no financial responsibilities for the program Participants lack control over the content Spot announcements – bought from local stations; ads generally appear during time periods adjacent to network programs, rather than within them Use of this slide This slide can be used to discuss the various methods of buying media time. Sponsorship of a program and participation are available on either a network or a local market basis, whereas spot announcements are available only from local stations.
- Relation to text This slide relates to material on pp. 364-365 of the text, and Figure 11-4. Summary Overview The cost of TV advertising time varies, depending on the time of day and the particular program, both of which determine audience size. TV periods are divided into dayparts, which are specific segments of a broadcast day. A typical classification of dayparts for a weekday is shown on this slide. The various segments attract different audiences in both size and nature, so advertising rates vary accordingly. Prime time draws the largest audiences, with 8:30 to 9 p.m. being the most watched half-hour time period. Because prime time demands premium rates, this daypart is dominated by large, national advertisers. As a rule, daytime TV attracts women, early morning attracts women and children. The late-night fringe is popular among advertisers trying to reach young adults who tune in to The Late Show with David Letterman, or The Tonight Show with Jay Leno. Use of this slide Use this slide to explain how the weekday is divided into advertising segments, called dayparts, and how the advertising rates for each can vary.
- Relation to text This slide relates to material on pp. 365-370 of the text. Summary Overview Perhaps the most significant development in broadcast media has been the growth of cable television. This slide summarizes the characteristics, advantages, and limitations of cable television. Characteristics – national, regional, local and targets specific geographic areas Advantages – highly selective, reaches specialized markets, low cost and flexible Limitations – overshadowed by major networks, audience is fragmented, lacks penetration in major markets. Cable advertising has increased considerably over the last twenty years; by 2007, cable penetration reached 86% of the nation’s 112.8 million households, either through wired cable or through other delivery systems. Cable TV broadens the program options available to the viewer, as well as the advertiser, by offering specialty channels, including all-news, music, sports, weather, educational, and cultural. This has broadened its appeal, which in turn has grown its audience. Cable channels now have more of the prime-time viewing audience than the major networks. Use of this slide This slide can be used to discuss cable television and some of its advantages and limitations.
- Relation to text This slide related to IMC Perspective 11-2 on p. 369 of the text. Summary Overview When ESPN was launched in 1979, the critics declared that “all the good sports are already on the three networks.” They ridiculed the network for broadcasting such things as stock car racing, which was described as “two hours of left turns.” No one is laughing at ESPN today. It is one of the top cable networks, reaching nearly 90 million homes in the United States… 10 million more than its closest competitor. Use of this slide This slide can be used to discuss how a cable network such as ESPN provides advertisers a way to reach a very specific target audience. ESPN provides advertisers with an excellent way to reach young, male sports fans, which is a target group that is difficult to reach but highly coveted by marketers.
- Relation to text This slide related to IMC Perspective 11-2 on p. 369 of the text. Summary Overview ESPN’s signature show, SportsCenter, is emblamatic of the entire network and has help position ESPN as the place for the ultimate sports fan, not just another cable channel showing sports. An award-winning advertising campaign consisting of humorous spots that pretend to give viewers a behind-the-scenes look at SportsCenter has helped contribute to the popularity and image of the show, and created a brand identify that has carried over to the entire network. One of this spots is shown on this slide. Use of this slide This slide can be used to discuss how a cable network such as ESPN provides advertisers a way to reach a very specific target audience. ESPN provides advertisers with an excellent way to reach young, male sports fans which is a target group that is difficult to reach but highly coveted by marketers.
- Relation to text This slide relates to material on pp. 370-371 of the text. Summary Overview Cable TV should continue to experience strong growth as its audience share increases and advertisers spend more money to reach cable viewers. However, the cable industry faces several challenges: Increases in the number of channels, leading to audience fragmentation Changes in government regulations Competition in the programming distribution business from other telecommunications companies and direct broadcast satellite services Advances in technology, such as digital video compression and fiber optics, coupled with massive investments in system upgrades, are making it possible for cable operators to offer more channels, thus increasing competition for existing channels A larger number of channels further fragments the cable audience and makes it harder for cable networks to charge the ad rates needed to finance their programming. Direct broadcast satellite (DBS) services are one of the biggest threats facing the cable industry A major competition restriction to DBS services was removed in 1999, when the federal government passed legislation allowing satellite TV companies to carry local broadcast signals. Use of this slide Use this slide to point out that cable TV, although expected to experience continued growth, has challenges to overcome.
- Answer: B
- Relation to text This slide relates to material on pp. 383-384 of the text. Summary Overview One of the most important considerations in TV advertising is the size and composition of the viewing audience. Measuring the size of the audience is very important to marketers. This slide introduces various audience measurement terms, including: Television households – number of households that own a TV Program rating – percentage of TV households in an area that are tuned to a specific program during a specific time period. Households using TV – percentage of homes in a given area where TV is being watched during a specific time period Share of Audience – percentage of households using TV in a specified time period that are tuned to a specified program Total Audience – the total number of homes viewing any five-minute part of a telecast Use of this slide This slide can be used to discuss the various audience measurement terms. The sole source of network TV and local audience information is the A.C. Nielsen Co., which gathers viewership information from a sample of TV homes and then projects this information to national and local markets.
- Relation to text This slide relates to material on pp. 371-372 of the text. Summary Overview This slide shows the calculations for program rating and share of audience, two common measurements of television viewing audiences. The two formulas use the same numerator, but different denominators. Households using television is a lower number than total U.S. households, therefore audience share is always higher than the program rating, unless all the households have their sets tuned on. The program rating is the best known of the audience measures and is important to the stations because it determines how much they can charge for commercial time. The audience share measurement is used to assess how well the program does with the available viewing audience. Use of this slide This slide can be used to show how program rating and share of audience numbers are calculated.
- Relation to text This slide relates to material on pp. 372-373 of the text. Summary Overview Nielsen Media Research has a national RV ratings service known as the Nielsen Television Index, which provides daily and weekly estimates of the size and composition of the national viewing audience. Nielsen uses a national sample of 10,000 homes, which are carefully selected be representative of the population of U.S. households. Ratings are based on the viewing patterns of the homes, which are measured using the people meter shown on this slide. Data collected by the people meter includes when the set is turned on, which channel is viewed, when the channel is changed, when the set is off, and who is viewing. The demographic characteristics of the viewers are also in the system, and viewership can be matched to these traits. Use of this slide Use this slide to explain how Nielsen Media Research collects national audience information.
- Relation to text This slide relates to material on page 373 of the text. Summary Overview The Nielsen Station Index (NSI) measures viewing audiences in 210 local markets known as designated market areas (DMAs). DMAs are non-overlapping areas used for planning, buying, and evaluating TV audiences, and are generally a group of counties in which local television stations achieve the largest audience share. NSI reports viewing by time periods and programs, and includes audience size and estimates of viewing over a range of demographic categories for each DMA. Nielsen also measures the largest local markets with Local People Meter (LPM) technology. In large to mid-sized local markets, viewing information is gathered from 400 to 500 households using electronic set meters tht only capture the channel to which the TV set is tuned. This information is augmented at least four times a year with demographic data collected from separate samples of households who fill out seven-day paper viewing diaries. Use of this slide Use this slide to explain how local audience information is gathered.
- Relation to text This slide relates to material on p. 373 and IMC Perspective 11-3. Summary Overview This slide shows a collateral piece for KFMB TV, which is promoting the station’s first place sweeps rating for the local news. The text of the piece lists local competing stations and the HH Rating for each. Sweeps are the four time periods per year when Nielsen Media Research measures TV station audiences in 210 local markets. The numbers gathered during the sweeps periods are used as guideposts in the buying and selling of TV commercial time during the rest of the year, and are extremely important to local television stations. Use of this slide This slide can be used as part of a discussion of sweeps.
- Relation to text This slide relates to material on pp. 373-375 and IMC Perspective 11-3. Summary Overview For years, the advertising industry has called for changes in the way TV viewing audiences are measured, arguing that new digital technologies are leading to major changes with regard to when, where, and how people watch television. They also argue that the Nielsen measurement system is overwhelmed by the number of TV sets, delivery systems, and program options available. In 2007, Nielsen began providing commercial ratings data, known as C2. It includes measures of the average viewership of commercials, both live and up to three days after the ads are played back on a DVR. The new ratings do not track individual ads or specific time slots. Rather, they offer an average viewership of all the national commercial minutes in a program. In 2006, Nielsen Media launched Anytime Anywhere Media Measurement (A2/M2). The initiative includes the introduction of electronic measurement in all local markets, the addition of Internet, and out-of-home measurement in Nielsen’s People Meter sample, plus the development of passive measurement devices. As part of the initiative, Nielsen has begun measuring the television viewing patterns of college students (see IMC perspective 11-3). The A2/M2 initiative includes new metrics for measuring viewer engagement in television programming. Engagement is the focused mental and emotional connection between a consumer, a media vehicle, and a brand’s message. Use of this slide Use this slide to discuss how difficult it is for Nielsen to measure viewing audience activities, given the number of TV sets in today’s homes, the delivery systems, and the program options available, and how the company is addressing those issues.
- Relation to text This slide is supplemental, and does not relate to any specific section in the text.. Summary Overview This slide shows the similarities of radio and television, which are the two major forms of broadcast media that can be used for advertising. These similarities are that both media: Are time oriented media Are sold in time segments Have network affiliates Have some independents Use the public airways Are regulated by FCC (Federal Communications Commission) Are externally paced media Are passive, low involvement media Use of this slide This slide can be used to discuss the similarities between television and radio, two forms of broadcast media that can be used for advertising.
- Relation to text This slide relates to material on pp. 375-379 of the text, which discusses radio as an advertising medium. Summary Overview Although there are many similarities between radio and TV, there are also some major differences between the two forms of broadcast media. This slide shows that in comparison to television radio advertising: Has more limited communication Costs much less to produce Cost much less to purchase Has less status and prestige Offers only an audio message Use of this slide This slide can be used to discuss the differences between television and radio as advertising media. Despite some of its limitations when compared to TV, radio continues to be an important advertising medium.
- Relation to text This slide relates to material on pp. 376-379 of the text. Summary Overview This slide summarizes the advantages of using radio as an advertising medium. Cost and efficiency Receptivity Selectivity Flexibility Mental imagery Integrated marketing opportunities Use of this slide This slide can be used to discuss the advantages and disadvantages of using radio. Although it can be overshadowed by television, radio continues to be an important advertising medium. The average American listens to 3 hours of radio every weekday and 5 hours every weekend. This has created an industry that has grown from $8.8 billion in 1990 to over $20 billion in 2007.
- Relation to text This slide relates to material on p. 379 and Exhibit 11-13 of the text. Summary Overview This slide illustrates how radio advertising can boost the effectiveness of a television campaign through the imagery transfer process. The idea behind image transfer is that consumers will replay the visual image mentally when they hear the audio portion of a corresponding radio commercial. Thus, by incorporating similar audio tracks in both TV and radio commercials, advertisers can use radio to transfer the visual images from their television ads into the minds of consumers. Use of this slide This slide can be used as part of a discussion of the image transfer process for radio advertising. Many advertisers rely on this concept when they develop advertising campaigns that utilize both TV and radio ads.
- Relation to text This slide relates to material on p. 379 of the text. Summary Overview This slide contains an award winning radio commercial for Burger King, which was created by the Crispin Porter and Bogusky advertising agency. This spots is called “Strapped,” and was developed to promote Burger King’s 99 cent double cheese burger. The spot is set to music and the lyrics talk about a young man strapped for cash who is able to get enough money together to afford the low priced menu item at Burger King. Use of this slide This slide can be used as an example of the creative use of radio advertising. You might ask students about the type of radio stations where this spot might be aired. It is targeted to a younger audience, which is likely to listen to FM stations that feature rock, contemporary hits, or urban music.
- Relation to text This slide relates to material on p. 379 and Exhibit 11-14 of the text. Summary Overview This slide shows a Radio Advertising Bureau ad that promotes the synergy between radio and newspaper advertising. Radio can be used in conjunction with a number of media, including television, magazines, and newspapers, which has a positive impact on brand awareness and brand selection. Advertisers also use radio stations and personalities to enhance their involvement with a local market and to gain influence with local retailers. Use of this slide This slide can be used to introduce the idea of synergistic interaction between different forms of media.
- Relation to text This slide relates to material on pp. 379-381 of the text. Summary Overview This slide summarizes the limitations of using radio as an advertising medium, including: Creative limitations Audience fragmentation Chaotic buying procedures Limited research data Limited listener attention Competition from digital media, including satellite radio Clutter Use of this slide .
- Relation to text This slide relates to material on pp. 381-382 of the text. Summary Overview This slide shows the various options for purchasing advertising time on radio. These include: Network radio Three national networks Over 100 regional/area networks Many syndicated programs are available on network radio Spot radio Accounts for 20% of radio time sold Greater flexibility in selecting markets Purchasing can be difficult to coordinate across various markets Local radio 80% of advertising is purchased on local stations by local companies Local cable is becoming a competitor for local radio Use of this slide This slide can be used to discuss the various options available to advertisers in buying radio time, which is similar to buying television time.
- Relation to text This slide relates to material on pp. 382-383 and Figure 11-8 of the text. Summary Overview This slide shows the various dayparts for radio advertising. The size of the radio listening audience varies widely across the dayparts, and advertising rates follow accordingly. Radio rates also vary according to the number of spots or type of audience plan purchased, the supply and demand of time available in the local market, and the ratings of the individual station. The largest radio audiences and the highest rates occur during the early morning and late afternoon drive times. Use of this slide This slide can be used to discuss time classifications for radio.
- Answer: E
- Relation to textThis slide relates to material on pp. 383-384 of the text. Summary OverviewBecause there are so many radio stations, and thus many small, fragmented audiences, the stations cannot support the expense of detailed audience measurement. Therefore, they turn to radio ratings services, such as Arbitron and RADAR. Arbitron covers 286 local radio markets with one to four ratings reports per year. The three basic estimates in the Arbitron report are: Person estimates – the estimated number of people listening Rating – the percentage of listeners in the survey area population Share – the percentage of the total estimated listening audience These estimates are further refined by using quarter-hour and cume figures. The average quarter-hour (AQH) figure is the average number of people who listened to a station for at least five minutes during any quarter hour. Cume mean “cumulative audience,” the number of different people who listened to a station for at least five minutes in a quarter-hour period, within a specific daypart. RADAR reports are issued four times a year and provide network audience measures, along with estimates of audience and various segments. Use of this slideThis slide can be used to discuss the difficulties in gathering audience information.
- Relation to textThis slide relates to material on p. 384 of the text. Summary Overview As with TV, media planners must use the audience measurement information to evaluate the value of various radio stations, their relative cost, and the ability to reach the advertiser’s target market. Use of this slideUse this slide to point out the responsibilities of media planners, and why the audience measurement information is so important.