ADVERTISING:
Broadcast Media
July 17, 2016
Advertising
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BROADCAST MEDIA
MAIN TYPES:
• Television
• Broadcast
• Cable
• Radio
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Television Advertising
• Network
• all stations
• National Spot (selective spot)
• local network and non-network
• Local
• local stations only
• Sponsorship
• billboard (at beginning and end)
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Television Ads
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Television Ads
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Advantages of Television
• Can have great impact
• Allows high level of creativity
• Good coverage (reach)
• Some selectivity
• Demonstration possibilities
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Limitations of Television
• High cost
• Cluttered environment
• Fleeting message
• Limited viewer attention
• Long lead time (network)
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Length of Network Commercials
100%
Other
80%
15 second
60%
30 second
40%
60 second
20%
0%
1965
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1975
1985
Advertising
1995
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TV Dayparts
Morning
7:00 AM - 9:00 AM
Daytime
9:00 AM - 4:30 PM
Early fringe
4:30 PM - 7:30 PM
Prime-time access 7:30 PM - 8:00 PM
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Prime time
8:00 PM - 11:00 PM
Late news
11:00 PM - 11:30 PM
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Measuring TV Audiences
• Television Households
• # of HH that own a TV
• Program Rating
• % of TV HH tuned to a show
• (“Rating point” = 1 percent of TV HH)
• Households Using TV (HUT)
• % of homes watching TV at a given time
• Share of Audience
• % of HUT tuned to a show
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TV Audience Measures
Program Rating
Rating =
HH tuned to show
Total U.S. HH
Share of Audience
Share =
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HH tuned to show
U.S. HH using TV
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Use TV Only If . . .
1. Budget is large enough to…
•
allow high quality production
•
buy number of exposures needed.
2. Market is large and reachable
•
through networks, stations, or programs.
3. You need a medium with high creative
potential to exert a strong impact.
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Cable Advertising Trends
$6,849
$5,000
$4,500
$4,000
$3,500
$6,037
$4,594
$3,000
$3,297
Network
Local/spot
Regional
$2,500
$2,539
$2,000 $1,561 $2,031
$1,500
$1,000
$500
$0
1988
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1989
1990
1992
1994
Advertising
1996
1997
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Radio Advertising
FM is much more popular than AM.
Radio audiences are largely determined by
a station’s format.
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Adult
Contemporary
Urban
Contemporary
Country
News / Talk
AOR
Top 40
Classical
Talk
Advertising
10.7
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Radio
1. offers only audio
2. is more limited
3. costs less to produce
4. costs less to purchase
5. has less status or prestige
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Advantages of Radio
• low cost (high frequency possible)
• selective
• flexible
• can invoke mental imagery
• integrated marketing opportunities
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Radio Ads
• Jiffy Lube
• CD Now
• Southwest Airlines
• For Eyes
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Limitations of Radio
• Creative limitations
• Fragmented
• Cluttered environment
• Limited listener attention
• Chaotic buying procedures
• Limited research data
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Dayparts for Radio
Morning Drive Time
6:00 AM - 10:00 AM
Daytime
10:00 AM - 3:00 PM
Aft./Eve. Drive Time
3:00 PM - 7:00 PM
Nighttime
7:00 PM - 12:00 AM
All Night
12:00 AM - 6:00 AM
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Measuring the Audience
CANADA
• BBM
• radio diary, TV diary, TV People Meter, PPM
US
• Nielsen (TV)
• diary, panel, People Meter
• Arbitron (Radio)
• diary, Portable People meter
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Quote of the day
The buying of time or space is…
the renting of a stage on which we
may perform.
• Howard Gossage
(Rubicam and Young)
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