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Page 1: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio
Page 2: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

chapter12

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Electronic Media: Television and Radio

Page 3: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-3

Chapter 12 Objectives

Describe advantages and drawbacks of broadcast TV as

an ad medium

Discuss advantages and drawbacks of cable TV as an

ad medium

Explain the process of buying cable and broadcast TV time

Evaluate different types ofTV advertising

Describe the process of TV audience measurement

Discuss the main factors to consider when buying TV time

Explain major factors to consider when buying

radio timeAnalyze pros and cons of

using radio in the creative mix

Page 4: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-4

The Medium of Television

Broadcast TV Cable TV

Attracts most nat’l advertising

Independent Stations

Network Affiliates

Premium Services

Ad-Supported Networks

Superstations

TV Audience Trends

Demographics

DVD Rental

TV on over 8 hours/day

Cable Households

Fragmentation

Number of Channels

Page 5: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-5

The Medium of Television

Types of local, network and cable TV ads

Sponsorship

Participation Basis

Spot Ads

Syndication

Program-Length Ads(Infomercials)

Page 6: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-6

The Impact of Technology

Alternatives to the TV commercial

Page 7: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-7

Types of TV Advertising

Network and syndication distribution

Page 8: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-8

Video Alternatives to TV Commercials

TV product placements Film product placements

Prefilm commercials in cinemas

Commercials at Service Stations

Page 9: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-9

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

TV Audience Measurement

Nielsen & Networks

Cable Ratings

Page 10: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-10

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

TV Audience Measurement

Nielsen & Networks

Cable Ratings

Designated Market Areas

Page 11: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-11

TV Audience Measurement

Early Morning

Daytime

6 – 9 A.M.

9 A.M. – 4:30 P.M

Early Fringe 4:30 – 7:30 P.M.

Prime Access 7:30 – 8 P.M.

Prime Time 8 – 11 P.M.

Late News 11 – 11:30 P.M.

Late Fringe 11:30 – 2 A.M.

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

Nielsen & Networks

Cable Ratings

Designated Market Areas

Page 12: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-12

TV Audience Measurement

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

Nielsen & Networks

Cable Ratings

Designated Market Areas

TV Households

Households Using TV

ProgramRating

AudienceShare

Total TVHH in area

TVHH tuned to program=Rating

Page 13: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-13

Buying TV Time

Cost per Thousand

Cost per Point

Gross Rating Points Reach (avg. rating) × Frequency=GRP

=CPPRating

Cost

Thousands of People=CPM

Cost

1. Select most efficient program

2. Negotiate prices and contracts

Page 14: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-14

The Medium of Radio

Who uses radio?

93% of U.S adults listen each week

72% of U.S. adults listen every day

Average time is 3 hours per day

Benefits

Cost effective

Represents 29% of consumers’ media use time

Page 15: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-15

The Medium of Radio

Stations in the most common programming formats

Page 16: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-16

Buying Radio Time

Morning drive 6 A.M. – 10 A.M.

Daytime 10 A.M. – 3 P.M.

Afternoon drive 3 P.M. – 7 P.M.

Nighttime 7 P.M. – midnight

All night Midnight – 6 A.M.

Local Radio

NetworkSpotRadio

Dayparts

Page 17: chapter 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Electronic Media: Television and Radio

12-17

Cume Rating =Population

Reach Potential × 100

Buying Radio Time

Ratings Based on Dayparts

Cume Estimates

Gross Rating Points (GRP)

Average Quarter-Hour (AQH)

Total Audience Plan (TAP)

Run-of-Station (ROS)

AQH RatingPopulation

=AQH Persons × 100

GRP AQH Rating × No. of Spots=


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