1. EVALUATION OF BROADCAST MEDIA
Learning Objectives
To examine the structure of the
television and radio industries and the
role of each medium in the advertising
program.
To examine the advantages and
limitations of television and radio as
advertising media.
To explain how advertising time is
purchased for the broadcast media,
how audiences are measured, and how
2. I. TELEVISION
Television has virtually saturated
households throughout the United
States and many other countries and
has become a mainstay in the lives of
most people.
TV for news and information.
primary form of entertainment.
predominant form of mass media.
4. Television Advantages
Creativity and Impact
Creativity and Impact
Coverage and Cost Effectiveness
Coverage and Cost Effectiveness
Captivity and Attention
Captivity and Attention
Selectivity and Flexibility
Selectivity and Flexibility
5. aADVATAGES
1. Information:- Television provides the information
regarding to day to day events on national and
international level.
2. Comparison:- With the help of information
provided by the Television we can easily compare the
development progress of nation with other nation
3. Entertainment:- Television is the most important
mean for entertainment of every section of our society.
4. Education:- Television helps in getting guidelines to
the students regarding their subjects from deemed and
remote university.
6. 5. Techno information:- It gives us the
audio visual information regarding the
new inventions in the world.
6. News:- It gives us the latest and
updated information in form of news
of each and every area or part of
world.
7. Forecast:- It helps us in getting
information regarding the weather,
business, technical etc forecasts.
8. Disadvantages of TV
1. False advertisements: - People
believe on the information delivered
with the mean of advertisements
related to the product which may be
true or false.
2. Spreading Profanity:- Now these day
through Cable network the images of
profanity is getting excess in the
common man habitats which is not
appreciable from the children point of
9. Examples of ADs
Best adverstisement of the week:
Cadbury Silk
This spot, much like most commercials
for Cadbury Silk, will probably make
you drool or hurl, depending on your
tummy's general disposition. It's about
a twosome devouring a bar of melting
chocolate plumb in the middle of a
film, smearing their fingers and
forearms with gunk while they are at
12. Network versus Spot
Network
Network
Affiliated stations
Affiliated stations
that are linked
that are linked
Purchase transactions
Purchase transactions
are simplified
are simplified
Spot &
Spot &
Local
Local
Commercials shown
Commercials shown
on local stations
on local stations
May be local or “national
May be local or “national
spot” commercials
spot” commercials
14. Syndicated Programs
Sold and
Sold and
distributed
distributed
station by
station by
station
station
AdvertiserAdvertisersupported or
supported or
bartered
bartered
Off-network syndication
Off-network syndication
are “reruns”
are “reruns”
First-run syndications
First-run syndications
are also featured
are also featured
Programs sold to stations in
Programs sold to stations in
return for air time
return for air time
16. Methods of Buying Time
Sponsorship
Sponsorship
Participations
Participations
1. Participating
1. Participating
sponsors share
sponsors share
the cost
the cost
2. May participate
2. May participate
regularly or
regularly or
sporadically
sporadically
3. Advertiser isn’t
3. Advertiser isn’t
responsible for
responsible for
production
production
4. Participants
4. Participants
lack control
lack control
over content
over content
Spot
Spot
Announcements
Announcements
1. May be
1. May be
purchased
purchased
by daypart
by daypart
or adjacency
or adjacency
17. Weekday Television Dayparts
Morning
7:00-9:00 a.m.
Daytime
9:00 a.m.-4:30 p.m.
Early Fringe
4:30 p.m.-7:30 p.m.
Prime-Time Access
7:30 p.m.-8:00 p.m.
Prime Time
8:00 p.m.-11:00 p.m.
Late News
11:00-11:30 p.m.
Late Fringe
11:30-1:00 a.m.
18. Cable Television (CATV)
Characteristics
Characteristics
1.
1.
Advantages
Advantages
Limitations
Limitations
1. Highly selective
1. Highly selective
“narrowcasting”
“narrowcasting”
1. Overshadowed
N
1. Overshadowed
N
by major
by a
major
a
networks
tt
networks
ii
2. Audience is
2. Audience is
o
o
fragmented
fragmented
n
n
a
3. Lacks
a
3. Lacks
ll
penetration in
penetration in
,,
major markets
major markets
2. Reaches
2. Reaches
specialized
specialized
markets
markets
3. Low cost and
3. Low cost and
flexibility
flexibility
rr
e
e
g
g
19. ESPN is One of the Most Popular Cable Networks
20. The Future of Cable
More
More
channels
channels
Govt.
Govt.
regulations
regulations
Future
Future
Challenges
Challenges
DBS
DBS
services
services
Competition
Competition
New
New
technology
technology
21. Measuring the TV Audience
Total
Total
Audience
Audience
Program
Program
Rating
Rating
Share of
Share of
Audience
Audience
Households
Households
Using TV
Using TV
22. 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
26. Developments in Audience Measurement
Commercial Ratings
data (C3)
Anywhere Media
Measurement (A2/M2)
Engagement metrics
27. Radio and TV Similarities
Are time oriented media
Are time oriented media
Are sold in time segments
Are sold in time segments
Have some network affiliates
Have some network affiliates
Have some independents
Have some independents
Both
Both
media…
media…
Use the public airway
Use the public airway
Are regulated by the F.C.C.
Are regulated by the F.C.C.
Are externally paced media
Are externally paced media
Are passive, low-involvement
Are passive, low-involvement
28. Radio Differs From TV
Is more limited
Is more limited
communication
communication
Offers only an
Offers only an
audio message
audio message
Has less status
Has less status
and prestige
and prestige
Costs much less
Costs much less
to produce
to produce
Costs much less
Costs much less
to purchase
to purchase
29. Radio
Advantages
Radio is a universal medium enjoyed by
people at one time or another during the
day, at home, at work, and even in the ca
The vast array of radio program formats
offers to efficiently target your advertising
dollars to narrowly defined segments of
consumers most likely to respond to your
offer.
30.
Gives your business personality
through the creation of campaigns
using sounds and voices
Free creative help is often available
Rates can generally be negotiated
During the past ten years, radio
rates have seen less inflation than
those for other media
31. Disadvantages
Because radio listeners are spread
over many stations, you may have to
advertise simultaneously on several
stations to reach your target audience
Listeners cannot go back to your ads
to go over important points
Ads are an interruption in the
entertainment. Because of this, a
32. may require multiple exposure to break
through the listener's "tune-out" factor
and ensure message retention
Radio is a background medium. Most
listeners are doing something else
while listening, which means that your
ad has to work hard to get their
attention
33. Advantages of Radio
Cost and Efficiency
Cost and Efficiency
Receptivity
Receptivity
Selectivity
Selectivity
Flexibility
Flexibility
Mental Imagery
Mental Imagery
Integrated Marketing
Integrated Marketing
34. Mental Imagery
• Visual elements of television
commercials are transferred into the
consumer’s mind by using a similar
audio track in radio commercials
36. Limitations of Radio
Creative Limitations
Creative Limitations
Audience Fragmentation
Audience Fragmentation
Chaotic Buying
Chaotic Buying
Limited Research Data
Limited Research Data
Limited Listener Attention
Limited Listener Attention
Digital Media Competition
Digital Media Competition
Clutter
Clutter
37. Buying Radio Time
Network
Network
Radio
Radio
Three national networks
Three national networks
Over 100 regional/area networks
Over 100 regional/area networks
A multitude of syndicated programs
A multitude of syndicated programs
About 20% of all spots
About 20% of all spots
Allows great flexibility, targeting
Allows great flexibility, targeting
Purchase transaction can be difficult
Purchase transaction can be difficult
Local
Local
Radio
Radio
Spot
Spot
Radio
Radio
Nearly 80% of advertisers are local
Nearly 80% of advertisers are local
Local CATV is becoming competitive
Local CATV is becoming competitive
40. Media Planner Responsibilities
Ensure target audience coverage
Ensure target audience coverage
Identify advertising rates
Identify advertising rates
Set time schedules
Set time schedules
Optimize the advertiser’s budget
Optimize the advertiser’s budget
41. Choose a particular television day part other
than evening prime time, such as early
morning, the afternoon or late fringe, and
list the products and services advertised
during these time periods. Analyze the type
of consumers these advertisers are targeting
and the products and services being
advertised during this period. Why do you
think these companies/brands have chosen
to advertise during this day part?
Notes de l'éditeur
Relation to text
This slide relates to the material on pp. 351-354 of the text.
Summary Overview
Television is unique in its ability to combine visual images, sound, motion, and color. These characteristics provide the advertiser with an opportunity to develop the most creative and imaginative advertising appeals of any medium.
This slide shows the numerous advantages of television. They are:
Creativity and impact – the interaction of sight and sound offers tremendous creative flexibility and opportunities for the advertising message
Coverage and cost effectiveness – TV can reach large audiences cost effectively
Captivity and attention – commercials impose themselves on viewers as they watch their favorite programs and are likely to be seen unless some effort is made to avoid them
Selectivity and flexibility – audiences vary by program content, broadcast time, and geographic coverage; cable television offers additional selectivity
Use of this slide
This slide can be used to discuss the various advantages of television.
Relation to text
This slide relates to material on pp. 354-358 of the text.
Summary Overview
Although television is unsurpassed from a creative perspective, the medium has several disadvantages that limit its use for some advertisers. These problems include:
Fleeting messages – most TV commercials are 30 seconds or less and leave consumers with nothing tangible to examine
Cost – expense of buying airtime and costs of producing TV commercials is high
Low selectivity – offers some selectivity, but not very selective for smaller target markets
Clutter – a problem because of shorter and an increased number of commercials
Distrust and negative evaluation – the pervasiveness of TV commercials and their intrusiveness as well as content creates problems
Limited attention – viewers avoid commercials by zipping and zapping or simply by not paying attention to them
Use of this slide
This slide can be used to discuss the limitations of television as an advertising medium and the various challenges they present to advertisers when using it as part of their media mix.
Relation to text
This slide relates to material on pp. 356-357.
Summary Overview
As more consumers become turned off by advertising and the number of available channels increases, the level of zapping is likely to increase. The challenge, then, is to discourage viewers from changing channels during commercial breaks.
Tactics to hold the viewers attention include:
Showing previews of the next week’s show
Placing action sequences before the opening credits and commercials
Increasing viewers’ involvement with the program
Using commercial that are designed to look like a minishow
Using hybrid commercials that are part show promotion and part ad
This ad for Court TV claims that its viewers are less likely to zap to another channel due to higher involvement with the programming.
Use of this slide
Use this slide to introduce zapping to students, and then point out ways to discourage the practice.
Relation to text
This slide relates to material on pp. 352 and Figure 11-1 of the text.
Summary Overview
This slide shows a list of the top ten network television advertisers from 2006. Because of its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products. Large consumer packaged goods companies, carmakers, and retailers use TV frequently for their advertising messages.
Use of this slide
This slide can be used to discuss the top advertisers on network television. These are large companies with widespread distribution and availability of their products/services. They use TV to reach the mass market and deliver their messages at a very low cost per thousand.
Relation to text
This slide relates to material on pp. 358-362 of the text, which discusses the buying of television time.
Summary Overview
A basic decision for all advertisers is allocating their TV media budgets to network versus local or spot announcements.
Network – a network assembles a series of affiliated local TV stations
National coverage is available through networks
Affiliated stations are linked
Purchase transactions are simplified
Spot/Local – commercials shown on local TV with time purchased from individual stations
Commercials shown on local stations
May be local or national spot (non-network advertising done by a national advertiser)
Network advertising is used by large national advertisers to disseminate their messages cost effectively and simplify their purchasing. Additionally, large national advertisers supplement their advertising in specific markets by using local/spot advertising. Local firms, such as banks, retailers, and auto dealers, use spot/local advertising to reach their local geographic markets.
Use of Slide
This slide can be used to introduce the various options available to advertisers in buying advertising time on television.
Relation to text
This slide relates to material on pp. 358-359 of the text.
Summary Overview
The three traditional major networks are NBC, ABC, and CBS. A fourth major network is Fox, which broadcasts over a group of affiliated independent stations.
The other television network in the United States is CW, which was formed in 2006 when WB and UPN decided to merge. The CW Network is co-owned by CBS/Viacom and Warner Bros., which is part of the Time Warner media conglomerate.
The CW Network targets the 18-to-49 demographic, but does not offer a prime-time schedule. It airs 15 hours of prime-time programming over six days, with only a morning cartoon block on Saturdays. Popular shows on this network include America’s Next Top Model, Supernatural, and WWE Friday Night Smackdown!
Use of this slide
Use this slide to introduce the major television networks that currently exist in the United States.
Relation to text
This slide relates to material on pp. 362-363 of the text.
Summary Overview
Advertisers may also reach TV viewers by advertising on syndicated programs, which are shows that are sold or distributed on a station-by-station or market-by-market basis. The types of syndicated programming are listed below:
Off-network syndication – reruns of network shows that are bought by individual stations. Popular shows are Seinfeld, Everybody Loves Raymond, and Friends.
First-run syndication – shows specifically produced for the syndication market. Popular shows are Live with Regis & Kelly and The Jerry Springer Show.
Advertiser-supported or barter syndication – selling shows to stations in return for a portion of the commercial time in the show, rather than cash. Popular shows are Wheel of Fortune, Jeopardy, and The Oprah Winfrey Show.
Use of this slide
This slide can be used to explain syndicated programming. Syndication accounts for more than a third of the national broadcast audience, and has become a very big business, generating revenue comparable to the big-three networks. In certain dayparts, such as daytime, early prime time, and late fringe, syndicated programs have become more popular than network shows.
Relation to text
This slide relates to material on pp. 362-363 and Figure 11-3.
Summary Overview
Many national advertisers use syndicated shows to broaden their reach, save money, and target certain audiences. Syndication continues to gain in popularity, and more advertisers are making syndicated shows part of their television media schedules. The top 10 syndicated programs in 2007-2008 are shown on this slide.
Use of this slide
Use this slide to discuss the syndication of television shows, and to point out which are the most popular, in terms of viewership.
Relation to text
This slide relates to material on pp. 363-364 of the text.
Summary Overview
This slide shows various methods of buying advertising time on television. A decision facing advertisers is whether to sponsor an entire program, participate in a program, or use spot announcements between programs. Characteristics of each are as follows:
Sponsorship – advertiser assumes responsibility for the production and usually the content of the program and the advertising that appears within it.
Firm can capitalize on the prestige of a high-quality program
Control over the number, placement, and content of its commercials.
Participation – many different advertisers buy commercial time on a particular program
90% of network advertising is sold this way
Can participate on a regular or irregular basis
Advertisers have no financial responsibilities for the program
Participants lack control over the content
Spot announcements – bought from local stations; ads generally appear during time periods adjacent to network programs, rather than within them
Use of this slide
This slide can be used to discuss the various methods of buying media time. Sponsorship of a program and participation are available on either a network or a local market basis, whereas spot announcements are available only from local stations.
Relation to text
This slide relates to material on pp. 364-365 of the text, and Figure 11-4.
Summary Overview
The cost of TV advertising time varies, depending on the time of day and the particular program, both of which determine audience size. TV periods are divided into dayparts, which are specific segments of a broadcast day.
A typical classification of dayparts for a weekday is shown on this slide. The various segments attract different audiences in both size and nature, so advertising rates vary accordingly. Prime time draws the largest audiences, with 8:30 to 9 p.m. being the most watched half-hour time period. Because prime time demands premium rates, this daypart is dominated by large, national advertisers.
As a rule, daytime TV attracts women, early morning attracts women and children. The late-night fringe is popular among advertisers trying to reach young adults who tune in to The Late Show with David Letterman, or The Tonight Show with Jay Leno.
Use of this slide
Use this slide to explain how the weekday is divided into advertising segments, called dayparts, and how the advertising rates for each can vary.
Relation to text
This slide relates to material on pp. 365-370 of the text.
Summary Overview
Perhaps the most significant development in broadcast media has been the growth of cable television. This slide summarizes the characteristics, advantages, and limitations of cable television.
Characteristics – national, regional, local and targets specific geographic areas
Advantages – highly selective, reaches specialized markets, low cost and flexible
Limitations – overshadowed by major networks, audience is fragmented, lacks penetration in major markets.
Cable advertising has increased considerably over the last twenty years; by 2007, cable penetration reached 86% of the nation’s 112.8 million households, either through wired cable or through other delivery systems.
Cable TV broadens the program options available to the viewer, as well as the advertiser, by offering specialty channels, including all-news, music, sports, weather, educational, and cultural. This has broadened its appeal, which in turn has grown its audience. Cable channels now have more of the prime-time viewing audience than the major networks.
Use of this slide
This slide can be used to discuss cable television and some of its advantages and limitations.
Relation to text
This slide related to IMC Perspective 11-2 on p. 369 of the text.
Summary Overview
When ESPN was launched in 1979, the critics declared that “all the good sports are already on the three networks.” They ridiculed the network for broadcasting such things as stock car racing, which was described as “two hours of left turns.”
No one is laughing at ESPN today. It is one of the top cable networks, reaching nearly 90 million homes in the United States… 10 million more than its closest competitor.
Use of this slide
This slide can be used to discuss how a cable network such as ESPN provides advertisers a way to reach a very specific target audience. ESPN provides advertisers with an excellent way to reach young, male sports fans, which is a target group that is difficult to reach but highly coveted by marketers.
Relation to text
This slide relates to material on pp. 370-371 of the text.
Summary Overview
Cable TV should continue to experience strong growth as its audience share increases and advertisers spend more money to reach cable viewers. However, the cable industry faces several challenges:
Increases in the number of channels, leading to audience fragmentation
Changes in government regulations
Competition in the programming distribution business from other telecommunications companies and direct broadcast satellite services
Advances in technology, such as digital video compression and fiber optics, coupled with massive investments in system upgrades, are making it possible for cable operators to offer more channels, thus increasing competition for existing channels
A larger number of channels further fragments the cable audience and makes it harder for cable networks to charge the ad rates needed to finance their programming.
Direct broadcast satellite (DBS) services are one of the biggest threats facing the cable industry
A major competition restriction to DBS services was removed in 1999, when the federal government passed legislation allowing satellite TV companies to carry local broadcast signals.
Use of this slide
Use this slide to point out that cable TV, although expected to experience continued growth, has challenges to overcome.
Relation to text
This slide relates to material on pp. 383-384 of the text.
Summary Overview
One of the most important considerations in TV advertising is the size and composition of the viewing audience. Measuring the size of the audience is very important to marketers. This slide introduces various audience measurement terms, including:
Television households – number of households that own a TV
Program rating – percentage of TV households in an area that are tuned to a specific program during a specific time period.
Households using TV – percentage of homes in a given area where TV is being watched during a specific time period
Share of Audience – percentage of households using TV in a specified time period that are tuned to a specified program
Total Audience – the total number of homes viewing any five-minute part of a telecast
Use of this slide
This slide can be used to discuss the various audience measurement terms. The sole source of network TV and local audience information is the A.C. Nielsen Co., which gathers viewership information from a sample of TV homes and then projects this information to national and local markets.
Relation to text
This slide relates to material on pp. 371-372 of the text.
Summary Overview
This slide shows the calculations for program rating and share of audience, two common measurements of television viewing audiences. The two formulas use the same numerator, but different denominators. Households using television is a lower number than total U.S. households, therefore audience share is always higher than the program rating, unless all the households have their sets tuned on.
The program rating is the best known of the audience measures and is important to the stations because it determines how much they can charge for commercial time. The audience share measurement is used to assess how well the program does with the available viewing audience.
Use of this slide
This slide can be used to show how program rating and share of audience numbers are calculated.
Relation to text
This slide relates to material on pp. 372-373 of the text.
Summary Overview
Nielsen Media Research has a national RV ratings service known as the Nielsen Television Index, which provides daily and weekly estimates of the size and composition of the national viewing audience.
Nielsen uses a national sample of 10,000 homes, which are carefully selected be representative of the population of U.S. households. Ratings are based on the viewing patterns of the homes, which are measured using the people meter shown on this slide.
Data collected by the people meter includes when the set is turned on, which channel is viewed, when the channel is changed, when the set is off, and who is viewing. The demographic characteristics of the viewers are also in the system, and viewership can be matched to these traits.
Use of this slide
Use this slide to explain how Nielsen Media Research collects national audience information.
Relation to text
This slide relates to material on page 373 of the text.
Summary Overview
The Nielsen Station Index (NSI) measures viewing audiences in 210 local markets known as designated market areas (DMAs). DMAs are non-overlapping areas used for planning, buying, and evaluating TV audiences, and are generally a group of counties in which local television stations achieve the largest audience share. NSI reports viewing by time periods and programs, and includes audience size and estimates of viewing over a range of demographic categories for each DMA.
Nielsen also measures the largest local markets with Local People Meter (LPM) technology. In large to mid-sized local markets, viewing information is gathered from 400 to 500 households using electronic set meters tht only capture the channel to which the TV set is tuned. This information is augmented at least four times a year with demographic data collected from separate samples of households who fill out seven-day paper viewing diaries.
Use of this slide
Use this slide to explain how local audience information is gathered.
Relation to text
This slide relates to material on p. 373 and IMC Perspective 11-3.
Summary Overview
This slide shows a collateral piece for KFMB TV, which is promoting the station’s first place sweeps rating for the local news. The text of the piece lists local competing stations and the HH Rating for each.
Sweeps are the four time periods per year when Nielsen Media Research measures TV station audiences in 210 local markets. The numbers gathered during the sweeps periods are used as guideposts in the buying and selling of TV commercial time during the rest of the year, and are extremely important to local television stations.
Use of this slide
This slide can be used as part of a discussion of sweeps.
Relation to text
This slide relates to material on pp. 373-375 and IMC Perspective 11-3.
Summary Overview
For years, the advertising industry has called for changes in the way TV viewing audiences are measured, arguing that new digital technologies are leading to major changes with regard to when, where, and how people watch television. They also argue that the Nielsen measurement system is overwhelmed by the number of TV sets, delivery systems, and program options available.
In 2007, Nielsen began providing commercial ratings data, known as C2. It includes measures of the average viewership of commercials, both live and up to three days after the ads are played back on a DVR. The new ratings do not track individual ads or specific time slots. Rather, they offer an average viewership of all the national commercial minutes in a program.
In 2006, Nielsen Media launched Anytime Anywhere Media Measurement (A2/M2). The initiative includes the introduction of electronic measurement in all local markets, the addition of Internet, and out-of-home measurement in Nielsen’s People Meter sample, plus the development of passive measurement devices. As part of the initiative, Nielsen has begun measuring the television viewing patterns of college students (see IMC perspective 11-3).
The A2/M2 initiative includes new metrics for measuring viewer engagement in television programming. Engagement is the focused mental and emotional connection between a consumer, a media vehicle, and a brand’s message.
Use of this slide
Use this slide to discuss how difficult it is for Nielsen to measure viewing audience activities, given the number of TV sets in today’s homes, the delivery systems, and the program options available, and how the company is addressing those issues.
Relation to text
This slide is supplemental, and does not relate to any specific section in the text..
Summary Overview
This slide shows the similarities of radio and television, which are the two major forms of broadcast media that can be used for advertising. These similarities are that both media:
Are time oriented media
Are sold in time segments
Have network affiliates
Have some independents
Use the public airways
Are regulated by FCC (Federal Communications Commission)
Are externally paced media
Are passive, low involvement media
Use of this slide
This slide can be used to discuss the similarities between television and radio, two forms of broadcast media that can be used for advertising.
Relation to text
This slide relates to material on pp. 375-379 of the text, which discusses radio as an advertising medium.
Summary Overview
Although there are many similarities between radio and TV, there are also some major differences between the two forms of broadcast media. This slide shows that in comparison to television radio advertising:
Has more limited communication
Costs much less to produce
Cost much less to purchase
Has less status and prestige
Offers only an audio message
Use of this slide
This slide can be used to discuss the differences between television and radio as advertising media. Despite some of its limitations when compared to TV, radio continues to be an important advertising medium.
Relation to text
This slide relates to material on pp. 376-379 of the text.
Summary Overview
This slide summarizes the advantages of using radio as an advertising medium.
Cost and efficiency
Receptivity
Selectivity
Flexibility
Mental imagery
Integrated marketing opportunities
Use of this slide
This slide can be used to discuss the advantages and disadvantages of using radio. Although it can be overshadowed by television, radio continues to be an important advertising medium. The average American listens to 3 hours of radio every weekday and 5 hours every weekend. This has created an industry that has grown from $8.8 billion in 1990 to over $20 billion in 2007.
Relation to text
This slide relates to material on p. 379 and Exhibit 11-13 of the text.
Summary Overview
This slide illustrates how radio advertising can boost the effectiveness of a television campaign through the imagery transfer process. The idea behind image transfer is that consumers will replay the visual image mentally when they hear the audio portion of a corresponding radio commercial. Thus, by incorporating similar audio tracks in both TV and radio commercials, advertisers can use radio to transfer the visual images from their television ads into the minds of consumers.
Use of this slide
This slide can be used as part of a discussion of the image transfer process for radio advertising. Many advertisers rely on this concept when they develop advertising campaigns that utilize both TV and radio ads.
Relation to text
This slide relates to material on p. 379 and Exhibit 11-14 of the text.
Summary Overview
This slide shows a Radio Advertising Bureau ad that promotes the synergy between radio and newspaper advertising. Radio can be used in conjunction with a number of media, including television, magazines, and newspapers, which has a positive impact on brand awareness and brand selection.
Advertisers also use radio stations and personalities to enhance their involvement with a local market and to gain influence with local retailers.
Use of this slide
This slide can be used to introduce the idea of synergistic interaction between different forms of media.
Relation to text
This slide relates to material on pp. 379-381 of the text.
Summary Overview
This slide summarizes the limitations of using radio as an advertising medium, including:
Creative limitations
Audience fragmentation
Chaotic buying procedures
Limited research data
Limited listener attention
Competition from digital media, including satellite radio
Clutter
Use of this slide
.
Relation to text
This slide relates to material on pp. 381-382 of the text.
Summary Overview
This slide shows the various options for purchasing advertising time on radio. These include:
Network radio
Three national networks
Over 100 regional/area networks
Many syndicated programs are available on network radio
Spot radio
Accounts for 20% of radio time sold
Greater flexibility in selecting markets
Purchasing can be difficult to coordinate across various markets
Local radio
80% of advertising is purchased on local stations by local companies
Local cable is becoming a competitor for local radio
Use of this slide
This slide can be used to discuss the various options available to advertisers in buying radio time, which is similar to buying television time.
Relation to text
This slide relates to material on pp. 382-383 and Figure 11-8 of the text.
Summary Overview
This slide shows the various dayparts for radio advertising. The size of the radio listening audience varies widely across the dayparts, and advertising rates follow accordingly. Radio rates also vary according to the number of spots or type of audience plan purchased, the supply and demand of time available in the local market, and the ratings of the individual station.
The largest radio audiences and the highest rates occur during the early morning and late afternoon drive times.
Use of this slide
This slide can be used to discuss time classifications for radio.
Relation to textThis slide relates to material on pp. 383-384 of the text.
Summary OverviewBecause there are so many radio stations, and thus many small, fragmented audiences, the stations cannot support the expense of detailed audience measurement. Therefore, they turn to radio ratings services, such as Arbitron and RADAR. Arbitron covers 286 local radio markets with one to four ratings reports per year. The three basic estimates in the Arbitron report are:
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
These estimates are further refined by using quarter-hour and cume figures. The average quarter-hour (AQH) figure is the average number of people who listened to a station for at least five minutes during any quarter hour. Cume mean “cumulative audience,” the number of different people who listened to a station for at least five minutes in a quarter-hour period, within a specific daypart.
RADAR reports are issued four times a year and provide network audience measures, along with estimates of audience and various segments.
Use of this slideThis slide can be used to discuss the difficulties in gathering audience information.
Relation to textThis slide relates to material on p. 384 of the text.
Summary Overview
As with TV, media planners must use the audience measurement information to evaluate the value of various radio stations, their relative cost, and the ability to reach the advertiser’s target market.
Use of this slideUse this slide to point out the responsibilities of media planners, and why the audience measurement information is so important.