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Evaluation of Broadcast Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Evaluation of Broadcast MediaEvaluation of Broadcast Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Selectivity and FlexibilitySelectivity and Flexibility
Captivity and AttentionCaptivity and Attention
Coverage and Cost EffectivenessCoverage and Cost Effectiveness
Creativity and ImpactCreativity and Impact
Captivity and AttentionCaptivity and Attention
Coverage and Cost EffectivenessCoverage and Cost Effectiveness
Creativity and ImpactCreativity and Impact
Television Advantages
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TV Commercials on Programs Such As the Super Bowl Reach Large Audiences
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ZippingZippingZippingZipping
LowSelectivity
LowSelectivity
FleetingMessageFleetingMessage CostCost
ClutterClutter
DistrustDistrustNegativeEvaluationNegative
EvaluationNegative
EvaluationNegative
Evaluation DistrustDistrust
LowSelectivity
LowSelectivity
ClutterClutter
CostCostFleetingMessageFleetingMessage
Television Disadvantages
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
LimitedAttentionLimited
AttentionNegativeFactors
NegativeFactors
ZappingZapping
LimitedAttentionLimited
Attention
Top 10 Network TV Advertisers
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1. Proctor & Gamble $833.6*
2. General Motors 753.5
3. Johnson & Johnson 521.6
4. Ford Motor Co. 497.6
5. Time Warner 451.9
6. Pfizer 417.8
7. Walt Disney Co. 417.6
8. SBC Communications 396.2
9. PepsiCo 379.5
10. DaimlerChrysler 359.4
CompanyCompany $ Amount$ Amount
* millions of dollars
Digital Video Recorders Such as TiVO are Impacting Television
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
There is a genuine need for a medium with high creative potential to exert a strong impact.
There is a genuine need for a medium with high creative potential to exert a strong impact.
The market is large enough and easily reachable through a specific network, station, or program.
The market is large enough and easily reachable through a specific network, station, or program.
The media budget is sufficient to generate and sustain the number of exposures needed.
The media budget is sufficient to generate and sustain the number of exposures needed.
The budget is large enough to produce high quality commercials.
The budget is large enough to produce high quality commercials.
The market is large enough and easily reachable through a specific network, station, or program.
The market is large enough and easily reachable through a specific network, station, or program.
The media budget is sufficient to generate and sustain the number of exposures needed.
The media budget is sufficient to generate and sustain the number of exposures needed.
The budget is large enough to produce high quality commercials.
The budget is large enough to produce high quality commercials.
TV Advertising Works Best When…
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Purchase transactions are simplified
Purchase transactions are simplified
Affiliated stations are linked
Affiliated stations are linked
Commercials shown on local stations
Commercials shown on local stations
May be local or “national spot” commercials
May be local or “national spot” commercials
Commercials shown on local stations
Commercials shown on local stations
Purchase transactions are simplified
Purchase transactions are simplified
Affiliated stations are linked
Affiliated stations are linked
Network Versus Spot
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
NetworkNetwork
Spot &Local
Spot &Local
Many Companies Develop Commercials for Spanish Language Networks
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Common Television Dayparts
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Prime-Time Access
Late News
Morning
Early Fringe Late Fringe
Prime Time
Daytime
Late Night
PM
121
2
3
4
56
10
11
9
7
8
AM
121
2
3
4
56
10
11
9
7
8
AdvantagesAdvantages
1. Highly selective “narrowcasting.”
2. Reaches specialized markets.
3. Low cost and flexibility.
1. Highly selective “narrowcasting.”
2. Reaches specialized markets.
3. Low cost and flexibility.
CharacteristicsCharacteristics
1. National, regional, and local available.
2. Targets specific geographic areas.
1. National, regional, and local available.
2. Targets specific geographic areas.
LimitationsLimitations
1. Overshadowed by major networks.
2. Audience is fragmented.
3. Lacks penetration in major markets.
1. Overshadowed by major networks.
2. Audience is fragmented.
3. Lacks penetration in major markets.
CharacteristicsCharacteristics
Cable Television (CATV)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages
Television HouseholdsTelevision
Households
Program Rating
Program Rating
Households Using TV
Households Using TV
Share of AudienceShare of Audience
Audience MeasuresAudience Measures
Households Using TV
Households Using TV
Program Rating
Program Rating
Television HouseholdsTelevision
Households
Audience MeasuresAudience Measures
Measuring TV Audiences
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TV Audience Measures
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
HH tuned to show
U.S. HH using TVShare =
Share of Audience
HH tuned to show
Total U.S. HHRating =
Program Rating
HH tuned to show
Total U.S. HHRating =
Program Rating
http://tv.yahoo.com/nielsen/
Sweeps Periods Are Used To Measure TV Audiences
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Is more limited communicationIs more limited communication
Costs much less to produce
Costs much less to produce
Costs much less to purchase
Costs much less to purchase
Offers only an audio messageOffers only an audio message
Costs much less to purchase
Costs much less to purchase
Costs much less to produce
Costs much less to produce
Is more limited communicationIs more limited communication
Offers only an audio messageOffers only an audio message
Radio Differs from TV
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Has less status and prestige
Has less status and prestige
Audience FragmentationAudience Fragmentation
Limited Research DataLimited Research Data
Creative LimitationsCreative Limitations
Chaotic BuyingChaotic Buying
Limited Listener AttentionLimited Listener Attention
Cost and EfficiencyCost and Efficiency
SelectivitySelectivity
FlexibilityFlexibility
Mental ImageryMental Imagery
Integrated MarketingIntegrated Marketing
ClutterClutter
Limited Listener AttentionLimited Listener Attention
Limited Research DataLimited Research Data
Chaotic BuyingChaotic Buying
Audience FragmentationAudience Fragmentation
Creative LimitationsCreative Limitations
Integrated MarketingIntegrated Marketing
Mental ImageryMental Imagery
FlexibilityFlexibility
SelectivitySelectivity
Cost and EfficiencyCost and Efficiency
Advantages and Limitations of Radio
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
Over 100 regional/area networksOver 100 regional/area networksOver 100 regional/area networksOver 100 regional/area networks
Three national networksThree national networks
A multitude of syndicated programsA multitude of syndicated programs
About 20% of all spotsAbout 20% of all spots
Allows great flexibility, targetingAllows great flexibility, targeting
Purchase transaction can be difficultPurchase transaction can be difficult
Nearly 80% of advertisers are localNearly 80% of advertisers are local
Local CATV is becoming competitiveLocal CATV is becoming competitive
Nearly 80% of advertisers are localNearly 80% of advertisers are local
Purchase transaction can be difficultPurchase transaction can be difficult
Allows great flexibility, targetingAllows great flexibility, targeting
About 20% of all spotsAbout 20% of all spots
A multitude of syndicated programsA multitude of syndicated programs
Three national networksThree national networks
Buying Radio Time
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Network Radio
Network Radio
National Spot
National Spot
Local RadioLocal Radio
Dayparts for Radio
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Nighttime
Afternoon/Evening Drive Time
Morning Drive Time
Daytime All Night
PM
121
2
3
4
56
10
11
9
7
8
AM
121
2
3
4
56
10
11
9
7
8
Person estimatesPerson
estimates
ShareShare RatingRating
Network audience measures
Network audience measures
Person estimatesPerson
estimates
ShareShare RatingRating
Audience Information
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ArbitronArbitron
RADARRADAR
New Digital Technologies are Impacting Radio
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
