Evaluation Of Broadcast Media

EVALUATION of BROADCAST MEDIA JENNICA LIM MONICA RAMOS 3AD-1

Broadcasting the distribution of audio and/or video signals which transmit programs to an audience. forms a very large segment of the mass media.

What is meant by broadcast media? ,[object Object],[object Object]

Television Advantages Coverage and Cost Effectiveness Coverage and Cost Effectiveness Captivity and Attention Captivity and Attention Selectivity and Flexibility Creativity and Impact Creativity and Impact

Television Disadvantages Fleeting Message Cost Low Selectivity Limited Attention Zipping Clutter Zapping Distrust Negative Evaluation Cost Fleeting Message Low Selectivity Limited Attention Negative Factors Zipping Clutter Negative Evaluation Distrust

Top 10 Network TV Advertisers Company $ Amount 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 * millions of dollars

Digital Video Recorders Such as TiVO are Impacting Television

TV Advertising Works Best When… 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 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. There is a genuine need for a medium with high creative potential to exert a strong impact. The budget is large enough to produce high quality commercials. The budget is large enough to produce high quality commercials.

Network Versus Spot Affiliated stations are linked Purchase transactions are simplified Commercials shown on local stations May be local or “national spot” commercials Affiliated stations are linked Network Purchase transactions are simplified Commercials shown on local stations Spot & Local

Test Your Knowledge _____ are shows that are sold or distributed on a station-by-station, market-by-market basis. A) Spot broadcasts B) Televised advertorials C) Affiliate programs D) Participation programs E) Syndicated programs

Syndicated Programs Off-network syndication are “reruns” Programs sold to stations in return for air time First-run syndications are also featured Off-network syndication are “reruns” Sold and distributed station by station First-run syndications are also featured Advertiser-supported or bartered

TV Advertising Buying Decisions Reach is the primary consideration but ease of purchase is important. Network Versus Spot Reach is the primary consideration but ease of purchase is important. Network Versus Spot Considerations are the geographic markets and ability to acquire airtime. National Versus Local Spot Considerations are the geographic markets and ability to acquire airtime. National Versus Local Spot Method of buying affects cost, commitment, and identification. Sponsor, Participate, or Spot Method of buying affects cost, commitment, and identification. Sponsor, Participate, or Spot Scheduling depends on reach and frequency requirements. Specific Daypart and Weeks

Methods of Buying Time Sponsorship Participations Spot Announcements 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on the prestige associated with a show 1. Participating sponsors share the cost 2. May participate regularly or sporadically 3. Advertiser isn’t responsible for production 4. Participants lack control over content 1. May be purchased by daypart or adjacency Participations Sponsorship

Common Television Dayparts Prime Time Morning Late News Daytime Early Fringe Late Fringe Prime-Time Access Late Night 12 12 1 1 11 11 2 2 10 10 PM AM 3 9 3 9 4 8 4 8 5 7 5 7 6 6

Other TV Delivery Vehicles Delivers signals through fiber or coaxial wire rather than the airways Cable Delivers signals through fiber or coaxial wire rather than the airways. Cable networks also transmit via satellite. Cable (CATV) Independent local stations that broadcast nationally via satellite through CATV Superstations Independent local stations that broadcast nationally via satellite through CATV Superstations Digitally record TV shows and store them on hard drive, or select and view content giving viewer control DVRs/VOD

Cable Television (CATV) Advantages Characteristics Limitations Highly selective “narrowcasting.” Reaches specialized markets. Low cost and flexibility. National, regional, and local available. Targets specific geographic areas. Overshadowed by major networks. Audience is fragmented. Lacks penetration in major markets. Characteristics Advantages

Measuring TV Audiences Television Households Program Rating Audience Measures Households Using TV Share of Audience Television Households Program Rating Audience Measures Households Using TV

Test Your Knowledge The sole source of network television and local audience information is: A) Arbitron Co. B) Nielsen Media Research. C) RADAR D) Smart-TV E) Burke Research

TV Audience Measures Program Rating Program Rating HH tuned to show HH tuned to show Rating = Rating = Total U.S. HH Total U.S. HH Share of Audience HH tuned to show Share = U.S. HH using TV

Sweeps Periods Are Used To Measure TV Audiences

Radio and TV Similarities Are time oriented media Are sold in time segments Have some network affiliates Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media Are passive, low-involvement Are time oriented media Are sold in time segments Have some network affiliates Both Media… Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media

Radio Differs from TV Is more limited communication Costs much less to produce Offers only an audio message Costs much less to purchase Has less status and prestige Is more limited communication Costs much less to produce Offers only an audio message Costs much less to purchase

Advantages and Limitations of Radio Advantages Disadvantages Creative Limitations Cost and Efficiency Creative Limitations Cost and Efficiency Audience Fragmentation Audience Fragmentation Selectivity Selectivity Chaotic Buying Flexibility Flexibility Chaotic Buying Limited Research Data Limited Research Data Mental Imagery Mental Imagery Limited Listener Attention Limited Listener Attention Integrated Marketing Integrated Marketing Clutter

Radio Ads Can Enhance TVCampaigns

Buying Radio Time Three national networks Over 100 regional/area networks A multitude of syndicated programs About 20% of all spots Allows great flexibility, targeting Purchase transaction can be difficult Nearly 80% of advertisers are local Local CATV is becoming competitive Three national networks Network Radio Over 100 regional/area networks A multitude of syndicated programs About 20% of all spots National Spot Allows great flexibility, targeting Purchase transaction can be difficult Local Radio Nearly 80% of advertisers are local

Dayparts for Radio Nighttime Morning Drive Time Daytime All Night Afternoon/Evening Drive Time 12 12 1 1 11 11 2 2 10 10 PM AM 3 9 3 9 4 8 4 8 5 7 5 7 6 6

Test Your Knowledge Arbitron: A) focuses primarily on measurement of local radio audiences B) measures listenership to webcasts C) provides radio stations with monthly cume ratings D) now owns RADAR which is a source of national network rating numbers E) is accurately described by all of the above

Audience Information Person estimates Share Rating Network audience measures Person estimates Arbitron Share Rating RADAR

ABS-CBN: "Alto Broadcasting System-Chronicle Broadcasting Network" ,[object Object],[object Object]

is part of the Lopez Group of Companies.

It also broadcasts content to the rest of the world through The Filipino Channel, TFC Direct, TFCko (video on demand) and TFCnow internet TV. ABS-CBN: "Alto Broadcasting System-Chronicle Broadcasting Network"

ABS-CBN: "Alto Broadcasting System-Chronicle Broadcasting Network" programs include news and current affairs, Philippine drama, sitcom, foreign shows, entertainment news and talk shows, game shows, educational shows, as well as reality and variety shows.

GMA Network, Incorporated(Global Media Arts Network, Incorporated) provides news and entertainment programs through its forty-seven fully-owned television relay stations, four affiliate television stations and thirty-four radio stations throughout the Philippines. The network also offers its shows worldwide through GMA Pinoy TV, GMA Life TV and Internet TV myGMA.com.ph.

GMA Network, Incorporated(Global Media Arts Network, Incorporated) GMA Network's programs include news and current affairs shows, documentaries, dramas, dubbed foreign serials, entertainment, news and talk shows, game shows, variety shows, musicals, sitcoms, children's shows, fantasy and reality shows.

Associated Broadcasting Company(TV5) It is the fourth-oldest television network in the country and owned by MediaQuest Holdings Inc.which is a subsidiary of Philippine Long Distance Telephone Company headed by businessman Manuel V. Pangilinan.

Associated Broadcasting Company(TV5) TV5/Associated Broadcasting Company is a Philippine media company whose programs include news and current affairs shows, dramas, fantasy, variety shows, gag shows, dubbed foreign serials, children's shows, anime shows, and reality shows. It currently shows 61 programs as of January 7, 2010.

CABLE TV OPERATOR Sky Cable – the number one direct-to-home cable TV and subscription service in the Philippines, established by the Lopez Group of Companies, Sister Company of ABS-CBN Global Destiny - 2nd largest cable TV company in the Philippines

HBO (Signature, HD Asia, Family, HiTs)

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