Chapter
chapter16
Using Electronic Media: Television and Radio
Factors to evaluate when considering the use of radio and television in the creative mix
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Contemporary Advertising, 11e
16-3
Chapter 16 Objectives
Describe advantages and drawbacks of broadcast TV as an ad medium Discuss advantages and drawbacks of cable TV as an ad medium
Evaluate different types of TV advertising Explain the process of buying cable and broadcast TV time
Discuss the main factors when buying TV time
Describe the process of TV audience measurement
Explain major factors to consider when buying radio time Analyze pros and cons of using radio in the creative mix
16-4
The Medium of Television
Broadcast TV
Cable TV
VHF and UHF Premium Services
Independent Stations Ad-Supported Networks
Network Affiliates Superstations
TV Audience Trends
Demographics
TV on over 8 hours/day
Fragmentation
DVD Rental
Cable Households
Number of Channels
16-5
The Medium of Television
Adult viewers’ ratings of various media
Insert ex. 16-3, p. 512
Media advertising rated by viewers
Position = centered horiz., 2.4” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
16-6
The Medium of Television
Types of local, network, and cable TV ads
Sponsorship
Spot Ads
Program-Length Ads (Infomercials)
Participation Basis
Syndication
Insert ex. 16-6, p. 517
Measured TV spending
Position = 3.19” horiz., 3.7” vertical
Size = 5” WIDE
Resolution: 300 dpi
TV ad spending ($ billions)
16-7
Types of TV Advertising
Insert ex. 16-7, p. 517
Prime time’s most expensive 30-second spots
Ad cost per 30-sec spot
Position = 2.9”horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
16-8
Types of TV Advertising
Insert ex. 16-8, p. 519
Network and syndication distribution TV network and syndication distribution
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
16-9
TV Audience Measurement
Dayparts
Rating Services
Defining TV Markets
Audience Measures
Nielsen & Networks
Cable Ratings
16-10
TV Audience Measurement
Dayparts
Rating Services
Defining TV Markets
Audience Measures
Nielsen & Networks
Designated Market Areas
Cable Ratings
16-11
TV Audience Measurement
Dayparts
Rating Services
Defining TV Markets
Audience Measures
Daytime 9 A.M. – 4 P.M
Nielsen & Networks
Designated Market Areas
Early Fringe 4 – 5:30 P.M.
Early News 5 or 5:30 – 7:30 P.M.
Cable Ratings
Access 7:30 – 8 P.M.
Prime Time 8 – 11 P.M.
Late News 11 – 11:30 P.M.
Late Fringe 11:30 – 1 A.M.
16-12
TV Audience Measurement
Dayparts
Rating Services
Defining TV Markets
Audience Measures
TV Households
Nielsen & Networks
Designated Market Areas
Cable Ratings
Households Using TV
Rating
=
Program Rating
TVHH tuned to program Total TVHH in area
Audience Share
16-13
Buying TV Time
GRP
=
Reach (avg. rating) × Frequency
Gross Rating Points
CPP
=
Cost per Point
Cost Rating
CPM
=
Cost per Thousand
Cost Thousands of People
1. Request
avails from media rep
2. Select most efficient program
3. Negotiate prices and contracts
16-14
Insert ex. 16-11, p. 528
Daily and weekly radio reach
The Medium of Radio Radio’s reach exceeds that of other media
Position = 0.35”horiz., 0.4” vertical
Size = 5.75” TALL
Who uses radio?
95% of U.S adults listen each week
75% of U.S. adults listen every day
Average time is 3 hours per day
Resolution: 300 dpi
16-15
The Medium of Radio
Stations in the most common programming formats
Insert ex. 16-12, p. 530
Radio station formats and percentages
Position = centered horiz., 2.2” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
16-16
The Medium of Radio
Mini-networks target demographic groups
Insert ex. 16-13, p. 531
Radio mini-networks
Position = centered horiz., 2.2” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
16-17
Insert photo 16.6, p. 532
Westwood One Radio Network ad
The Medium of Radio Ad for a radio program
Position = 0.35”horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
16-18
Buying Radio Time
Network
Dayparts
Spot Radio
Local Radio
Morning drive 6 A.M. – 10 A.M.
Daytime 10 P.M. – 3 P.M.
Afternoon drive 3 P.M. – 7 P.M.
Nighttime 7 P.M. – midnight
All night Midnight – 6 A.M.
16-19
Buying Radio Time
Ratings Based on Dayparts
Run-of-Station (ROS)
Total Audience Plan (TAP)
AQH Rating
=
Average Quarter-Hour (AQH)
AQH Persons × 100 Population
GRP
=
AQH Rating × No. of Spots
Gross Rating Points (GRP)
Cume Rating =
Cume Estimates
Reach Potential × 100 Population
16-20
Buying Radio Time
Insert photo 16.7, p. 535
Hooked on Phonics.com spot frequently aired during dayparts with high listenership Hooked on Phonics.com radio spot
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
