Chapter 9
Television and Radio Media
Chapter Objectives
• To examine the structure of television and radio
industries and the role of each medium in the
advertising program.
• To consider the strengths and limitations of TV
and radio as advertising media.
• To explain how advertising time is purchased for
television and radio media, how audiences are
measured, and how rates are determined.
Chapter 9 : Television and Radio Media
Strengths of Television
• Creativity and impact
– High impact
– Sight-sound-motion
• Coverage and cost effective
– Mass coverage
– High reach
Chapter 9 : Television and Radio Media
Strengths of Television
• Captivity and attention
– Attention getting
– Favorable image
• Selectivity and flexibility
– High prestige
– Low exposure cost
Chapter 9 : Television and Radio Media
Limitations of Television
• Costs
• Lack of selectivity
– Geographic selectivity
– Audience selectivity
• Fleeting message
– Leaves nothing tangible for the viewer to examine or
consider
Chapter 9 : Television and Radio Media
Limitations of Television
• Clutter
• Limited viewer attention
– Zipping
– Zapping
– Video cassette recorders
• Distrust and negative evaluation
Chapter 9 : Television and Radio Media
Use TV Only If . . .
• The budget is large enough to produce high
quality commercials
• The media budget is sufficient to generate and
sustain the number of exposures needed
Chapter 9 : Television and Radio Media
Use TV Only If . . .
• The market is large enough and can be efficiently
reached through a specific network, station, or
program
• There is a genuine need for a medium with high
creative potential to exert a strong impact
Chapter 9 : Television and Radio Media
Buying Television Advertising Time
• Network advertising
– Affiliated stations are linked
– Purchase transactions are simplified
• Spot advertising
– Commercials shown on local stations
– May be local or “national spot” commercials
– May be purchased by daypart or adjacency
Chapter 9 : Television and Radio Media
Buying Television Advertising Time
• Sponsorship advertising
– Advertiser is responsible for production and content of
program
– Responsible for advertising that appears within
program
– Sponsor has control and can capitalize on the prestige
associated with a show
Chapter 9 : Television and Radio Media
Three TV Buying Decisions
• Network versus spot
– Reach is the primary consideration but ease of
purchase is important
• National versus local spot
– Spots purchased by national advertisers are known as
national spot
• Specific Daypart and weeks
– Scheduling depends on reach and frequency
requirements
Chapter 9 : Television and Radio Media
TV Dayparts
Morning
7:00 AM - 9:00 AM Mon. – Fri.
Daytime
9:00 AM - 4:30 PM Mon. - Fri.
Early fringe
4:30 PM - 7:30 PM Mon. – Fri.
Prime-time access 7:30 PM - 8:00 PM Sun. – Sat.
Prime time
8:00 PM - 11:00 PM Mon. – Sat.
Prime time sun
7:00 PM - 11:00 PM Sun.
Late news
11:00 PM - 11:30 PM Mon. - Fri.
Late fringe
11:30 PM - 1:00 AM Mon. - Fri.
Chapter 9 : Television and Radio Media
Specialty Television Advertising
• Cable / CATV
– They offer the opportunity for narrowcasting, economy,
and flexibility
• Superstations
– They send their signals via satellite to operators to
make their programs available to subscribers
Chapter 9 : Television and Radio Media
Specialty Television Advertising
• Specialty networks
– Specialty networks now have about 28 per cent of the
viewing audience
– Used to reach specific target audiences
Chapter 9 : Television and Radio Media
Cable Television (CATV)
• Characteristics of cable.
– National, regional, and local available.
– Targets specific geographic areas.
• Advantages of cable.
– Reaches specialized markets.
– Low cost and flexibility.
• Limitations of cable.
– Overshadowed by major networks.
– Audience is fragmented.
– Lacks penetration in major markets.
Chapter 9 : Television and Radio Media
Measuring TV Audiences
• Audience measures
– Measured by rating services (BBM Canada or Nielsen
media research)
– Size and composition indicated
• Television households (HH)
– Number of HH that own a TV
– Usually number of HH in a market
Chapter 9 : Television and Radio Media
Measuring TV Audiences
• Program rating
– Percentage of TV HH tuned to a show
– “Rating point” = 1 percent of TV HH
• Households using TV (HUT)
– Percentage of homes in an area watching TV at a given
time
• Share of audience
– Percentage of HUT tuned to a show
Chapter 9 : Television and Radio Media
TV Audience Measures
Program Rating
Rating =
HH tuned to show
Total U.S. HH
Share of Audience
Share =
HH tuned to show
U.S. HH using
TV
Chapter 9 : Television and Radio Media
Audience Measurement Technology
• Nielsen television index
– Provides daily and weekly estimates of TV viewing
And national sponsored network and major cable
Program audiences
– The audimetre is hooked up to the TV set to
continuously measure the channels to which the set is
tuned
• The people meter
– An electronic measuring device like the audimetre, but
also measures who is watching
Chapter 9 : Television and Radio Media
Radio and TV Similarities
•
•
•
•
•
•
•
Are time oriented
Are sold in time segments
Have some network affiliates
Have some independents
Use the public airway
Are externally paced media
Are passive, low-involvement
Chapter 9 : Television and Radio Media
Radio Differs From TV
Radio Broadcasting….
• Offers only an audio message
• Is more limited communication
• Costs much less to produce
• Costs much less to purchase
• Has less status and prestige
Chapter 9 : Television and Radio Media
Strengths of Radio
• Cost and efficiency
• Selectivity
– Low cost
– Build more reach and flexibility
Chapter 9 : Television and Radio Media
Strengths of Radio
• Flexibility
– Ability to change message just before airtime
• Mental imagery
• Integrated marketing
Chapter 9 : Television and Radio Media
Limitations of Radio
• Creative limitation
– Lack of visual image
• Audience fragmentation
– Large number of stations
• Limited research data
– Limited data about consumers
Chapter 9 : Television and Radio Media
Limitations of Radio
• Limited listener attention
– Listeners switch stations
– People talk on cell phones instead of listening
• Clutter
– 10 minutes of clutter every hour
Chapter 9 : Television and Radio Media
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
Chapter 9 : Television and Radio Media
Buying Radio Time
• Network radio
– Using networks minimizes the amount of negotiation
And administrative work needed for coverage
• Spot radio
– About 20% of all spot announcements
– Allows great flexibility and targeting
– Purchase transaction can be difficult
Chapter 9 : Television and Radio Media
Buying Radio Time
• Local radio
– Nearly 80% of advertisers are local
– Local CATV is becoming competitive
Chapter 9 : Television and Radio Media
Measuring the Radio Audience
• The three basic elements in the BBM Canada
– Person estimates
• The estimated number of people listening
– Rating
• The percentage of listeners in the survey area population
– Share
• The percentage of the total estimated listening audience
Chapter 9 : Television and Radio Media