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Evaluation of Media: Television and Radio

The document discusses various aspects of media evaluation, specifically television and radio. It covers television advantages and limitations, as well as different buying methods. It also discusses syndicated programs, common television dayparts, advertising on cable television, and TV audience measures. For radio, it examines advantages and limitations, buying radio time, and radio time classifications.

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akriti nanda
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154 views15 pages

Evaluation of Media: Television and Radio

The document discusses various aspects of media evaluation, specifically television and radio. It covers television advantages and limitations, as well as different buying methods. It also discusses syndicated programs, common television dayparts, advertising on cable television, and TV audience measures. For radio, it examines advantages and limitations, buying radio time, and radio time classifications.

Uploaded by

akriti nanda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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1

Evaluation of Media: Television and


Radio

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

Television Advantages

Creativity and Impact


Coverage and Cost Effectiveness
Captivity and Attention
Selectivity and Flexibility

11-2

Television Limitations

Fleeting
Fleeting
Message
Message
Limited
Limited
Attention
Attention
Zipping
Zipping

Cost
Cost

Negative
Negative
Factors
Factors

Low
Low
Selectivity
Selectivity

Zapping
Zapping
Negative
Negative
Evaluation
Evaluation

Clutter
Clutter

Distrust
Distrust

11-3

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
11-4

Syndicated Programs

Sold and
distributed
station by
station

Advertisersupported or
bartered

Off-network syndication
are reruns
First-run syndications
are also featured

Programs sold to stations in


return for air time

11-5

Methods of Buying Time


Sponsorship

Participations

1. Advertiser
assumes
responsibility
for the
production
and perhaps
content

1. Participating
sponsors
share the cost

2. Sponsor has
control and
can capitalize
on a shows
prestige

2. May occur
regularly or
sporadically

Spot
Announcements
1. May be
purchased
by daypart
or adjacency

3. Advertiser
doesnt do
production
4. Participants
lack control
over content
11-6

Common Television Dayparts

11-7

Advertising on Cable Television

Advantages
1. National, regional,
and local available
2. Highly selective
narrowcasting
3. Low cost

Limitations
1. Overshadowed by
major networks
2. Audience
fragmentation
3. Lacks penetration
in major markets

4. Flexibility

11-8

TV Audience Measures

Share of Audience

Program Rating

11-9

Local Audience Information


NSI reports
Viewing times
Programs
watched
Audience size
estimates
Demographics

11-10

Radio and TV Similarities


Are time oriented media

Both
Both
Media
Media

Are sold in time segments


Have some network affiliates
Have some independents
Use the public airway
Are regulated by the F.C.C.
Are externally paced media
Are passive, low-involvement
11-11

Advantages of Radio
Cost and Efficiency
Receptivity
Selectivity
Flexibility
Mental Imagery
Integrated Marketing

11-12

Limitations of Radio
Creative Limitations
Audience Fragmentation
Chaotic Buying
Limited Research Data
Limited Listener Attention
Digital Media Competition
Clutter
11-13

Buying Radio Time


Network
Radio

Three national networks


Over 100 regional/area networks
A multitude of syndicated programs

Spot
Radio

About 20% of all spots


Allows great flexibility, targeting
Purchase transaction can be difficult

Local
Radio

Nearly 80% of advertisers are local


Local CATV is becoming competitive
11-14

Radio Time Classifications

11-15

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