Television
JOMC 170
Time Spent
4 Kinds of Ad-Supported TV
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Network
Cable
Syndication
Local (mainly news & public affairs)
Network
• Broadcast Coverage Area The
geographic area that receives a signal
from an originating television station.
• Network A connecting system which
allows simultaneous telecasting of a
single origination by a number of
stations.
Cable
• Cable Television (Cable TV or CATV) A
television distribution system whereby TV
signals are transmitted via cable (insulated
wire), rather than through the air, to TV sets
subscribers in a community or locality. Cable
television systems are generally called cable
systems; the companies that own and
operate them are known as cable system
operators or cablecasters.
ADS
• Alternate Delivery Systems (ADS) TV
homes with unwired cable access are referred
to as having Alternate Delivery Systems. The
four components of ADS are:
– Direct Broadcast Satellite (DBS)
– Satellite Master Antenna (SMATV)
– Microwave Multi Distribution System (MMDS),
"WIRELESS CABLE"
– Satellite Dish (C-Band/KU Band), "Big Dish"
ADS penetration
Syndication
• Syndicated Program A program that
is produced for national distribution, but
which is shown on individual local
stations rather than on a national
network is called a syndicated program.
These programs may be sponsored
either locally or nationally.
First Run
Off-Network
Syndicated Programming
• Barter: Syndicator licenses program to
local station in exchange for commerical
time which the Syndicator then sells
nationally.
• Barter/Cash: Syndicator licenses
program to local station in exchange for
a combination of cash payment and
commercial time from local station.
Cash Sales: Program license to local
station for all cash. Station sells 100%
of the time locally.
• Multiple Barter
Local
• O&O Station A television station owned and
operated by a national network.
• Affiliate A TV station, not owned by a
network, that grants a network use of specific
time periods for network programs and
advertising, for compensation. Remainder of
broadcast day is programmed locally.
• Independent Station Stations not affiliated
with any network, usually refers to
commercial stations only.
Non-Ad-Supported TV
• Pay-Per-View TV (PPV) A system in
which payment is made for a single
showing of a program.
• Pay Television (Pay TV) Home
television programming for which the
viewer pays by the program or by the
month; also called pay-television,
subscription television (STV), or toll-TV.
Rec. vs. View
Know What’s On?
Why Watched
TV Dayparts
• Dayparts The time segments that
divide the TV day for ad scheduling
purposes. These segments generally
reflect a television station’s
programming patterns. Comparison of
audience estimates between dayparts
may indicate differences in size and
composition of available audience.
most common dayparts*
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Early morning
Daytime
Early fringe
Early news
Prime access
Prime
Late news
Late fringe
Late night
*Eastern Time
6:00am-9:00am
9:00am-3:30pm
3:30pm-5:30pm
5:30pm-7:00pm
7:00pm-8:00pm
8:00pm-11:00pm (M-Sat)
7:00pm-11:00pm (Sunday)
11:00pm-11:30pm
11:30pm-1:00am
1:00am-6:00am
Top Ad Medium
National vs. Spot Advertising
• Network/National TV The advertising
time purchased on network, cable, or
syndicated programming with national
coverage.
• Spot TV The advertising time
purchased from individual stations. Two
major types: local and national.
National vs. Local Spot
• National Spot A form of broadcast
advertising in which national advertisers,
through their agency or buying service, select
their target markets and stations to fit their
marketing needs. The station usually has a
contract with a rep firm to represent it to ad
agencies.
• Local Spot The advertising purchased in a
market and aimed only at the audience in
that market.
Top TV Ad Component
Types of Ads
• Commercial (Spot) :10, :15, :30, :60 units
• Sponsorship The purchase of all or part of
a television program by one advertiser.
• Package A combination of commercial units
offered as a group to an advertiser. A
package is generally priced more attractively
than the collective costs for each commercial
unit. A package may also be called a rotation
or scatter plan.
Units
More Ad Units
• Billboard A brief announcement, usually 3, 5
or 10 seconds in length, and usually earned
by advertisers paying extra for the program
being ordered.
• Infomercial A television commercial that is
similar in appearance to a news program or
talk show format, usually 30-minutes in
length.
Pre-emptions / Make-goods
• Pre-emption An omission of an
announcement from a previously confirmed
broadcast schedule; the advertiser is either
offered a make-good or takes a credit.
• Make-good A spot offered by a station in
place of a regularly scheduled announcement
that did not run or was improperly aired.
Scheduling
• Run-Of-Schedule (ROS) Scheduling of
commercials at any time of a station’s
choosing.
• Rotation Scheduling of advertising in the
same program or time period on different
days each week (horizontal rotation) or
throughout a particular day (vertical rotation)
in order to increase advertising exposure to
different prospects.
Scheduling
• Scatter Plan Scheduling method where
the advertiser's commercials are rotated
among a broadly described group of
programs and/or time periods.
• Road Blocking The scheduling of a
brand's commercial at approximately
the same time on all networks, or all
stations in a given market.
Audience Measurement
• Nielsen Media Research (NMR) A firm
involved in local and national
measurement of the TV audience; also
involved in other research activities.
• Sweeps Four-week periods (known as
"sweep months") in which NSI surveys
all television markets (generally during
November, February, May, and July).
TV HHs
• Television Households An estimate of the
number of households that have one or more
television sets.
• Designated Market Area (DMA) Represents
an exclusive geographic area of counties in
which the home market stations are
estimated to have the largest quarter-hour
audience share (as defined by Nielsen).
Nielsen Media Research Local Market Universe Estimates
Estimates as of January 1, 2007 and used throughout the 2006-2007 television season
Effective September 23, 2006
RANK
1
2
3
4
5
6
7
8
9
10
Designated Market Area (DMA)
New York
Los Angeles
Chicago
Philadelphia
San Francisco-Oak-San Jose
Dallas-Ft. Worth
Boston (Manchester)
Washington, DC (Hagrstwn)
Atlanta
Houston
TV Homes % of US
7,366,950
6.616
5,611,110
5.039
3,455,020
3.103
2,941,450
2.642
2,383,570
2.141
2,378,660
2.136
2,372,030
2.130
2,272,120
2.041
2,205,510
1.981
1,982,120
1.780
26
Charlotte
1,045,240
0.939
29
Raleigh-Durham (Fayetvlle)
1,006,330
0.904
HUT / PUT
• Households Using Television (HUT) The
percentage of all television households in a
survey area with one or more sets in use
during a specific time period.
• Persons Using Television (PUT) A
measurement of the total number of people
in the target audience who are watching
television for five minutes or longer during an
average quarter-hour. PUT is generally
expressed as a percent.
HUT/PUT
Households Using Television (HUT)
[or Persons Using Television (PUT)]:
The number of households with one or more TV sets
turned on expressed as a percentage of the TV
Household universe. In the example above, six of the
ten households are viewing TV. The HUT would be 60
(6 / 10 x 100 = 60%).
Rating
• Rating A percentage of total households or
population owning TVs who are tuned to a
particular program or station at a specific
time (e.g., a six rating for women 18-49
means 6 percent of all women 18-49 in the
defined geographic area were viewing that
station or program).
• Rating Point A value equal to one percent of
a population or universe.
Rating
Rating (RTG or AA%):
The estimate of the size of a television audience relative to
the total universe, expressed as a percentage. The
estimated percent of all TV households or persons tuned
to a specific station. In the example above, three of the 10
homes in the universe are tuned to channel 2. That
translates to a 30 rating.
Share
• Share Audience during the average
minute of a program, expressed as a
percentage of households using TV computed by dividing average audience
rating by households using TV.
Share
Share (SHR):
The percent of the Households Using Television (HUT) or
Persons Using Television (PUT) which are tuned to a
specific program or station at a specified time. Using the
example above, channel 2 is being viewed in three of the
six homes using television. That means it has a 50 share
of audience.
Formulas
Formulas
• Share = Rating ÷ HUT
• Rating = Share x HUT
• HUT = Rating ÷ Share
Future of Audience
Measurement
• Personal People Meter
(PPM) Hardware currently being tested
by Arbitron. The PPM is a pager-sized
device that is worn by consumers
throughout the day to automatically
detect inaudible codes that radio and
television broadcasters and cable
networks embed in the audio portion of
their programming.