Chapter 11
Evaluation of
Media:
Television and
Radio
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Advantages of Television
Excellent creativity and impact
High coverage and more cost-effectiveness
High captivity and attention
Selectivity and flexibility
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Limitations of Television
Costs
Lack of selectivity
Fleeting message
Clutter
Limited viewer attention
• Zipping: Occurs when viewers fast-forward through commercials as they play back a
previously recorded program
• Zapping: Changing channels to avoid commercials
Distrust and negative evaluation
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Education.
Network Advertising
Advantages
 Simplifies the purchase process
Disadvantages
 Cost of advertising on prime time is very high
 Availability of time slots
 Up-front market: Buying period that occurs before the
TV season begins
 Scatter market: Buying period that occurs throughout the
season
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Spot and Local Advertising
Advantages
• Offers flexibility to national advertisers
• Growth in syndication
Disadvantages
• Difficult to acquire
• Greater variations in the pricing policies and discount structure of
individual stations
• Station reps: Individuals who act as sales representatives for a number of
local stations in dealings with national advertisers
• Subject to more commercial clutter
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Education.
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
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
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Syndication
Syndicated programs
• Shows that are sold or distributed on a station-by-station or marketby-market basis
Types
• Off-network syndication - Reruns of network shows that are bought by
individual stations
• First-run syndication - Shows produced specifically for the syndication
market
• Advertiser-supported or barter syndication
• Shows are sold to stations in return for a portion of the commercial time in the
show
• Offers both off-network and first-run syndicated programs
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Education.
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 occur
regularly or
sporadically
Spot
Announcements
1. May be
purchased
by daypart
or adjacency
3. Advertiser
doesn’t do
production
4. Participants
lack control
over content
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TV Advertising Buying Decisions
Network Versus
Spot
Reach is the primary consideration
but ease of purchase is important.
National Versus
Local Spot
Considerations are the geographic
markets and ability to acquire airtime.
Sponsor,
Participate,
or Spot
Method of buying affects cost,
commitment, and identification.
Specific Daypart
and Weeks
Scheduling depends on reach and
frequency requirements.
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Common Television Dayparts
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Advertising on Cable Television
Advantages
Limitations
1. National, regional,
and local available
1. Overshadowed by
major networks
2. Highly selective
“narrowcasting”
3. Low cost
2. Audience
fragmentation
3. Lacks penetration
in major markets
4. Flexibility
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Television Audience Measures
Size and composition measured by ratings services
Television household
• Home with at least one operable TV or monitor with the ability to deliver
video
Program rating
• Percentage of TV households in an area that are tuned to a specific
program during a specific time period
• Ratings point: Represents 1 percent of all the television households in a
particular area tuned to a specific program
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Education.
Measuring the TV Audience
Total Audience
Program
Rating
Share of
Audience
Households
Using TV
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Radio and TV Similarities
Are time oriented media
Both
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
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Advantages of Radio
 Cost and efficiency
 Receptivity
 Selectivity
 Flexibility
 Mental imagery
 Image transfer: Images of a TV commercial are
implanted into a radio spot
 Integrated marketing opportunities
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Limitations of Radio
Creative limitations
Fragmentation
Chaotic buying procedures
Limited research data
Limited listener attention
Competition from digital media
Clutter
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Buying Radio Advertising Time
 Network radio - Purchased on a network basis
using one of the national networks
 Spot radio provides:
 Greater flexibility in selecting markets
 Individual stations
 Airtime and a chance to adjust the message for local
market conditions
 Local radio - Purchased from individual stations by
local companies
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Education.
Figure 11.7 - Dayparts for Radio
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