contemporary advertising 11e chapter 16

chapter16

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Using Electronic Media:Television and Radio

Factors to evaluate when considering the use of radio and television

in the creative mix

Chapter

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

Explain the process of buying cable and broadcast TV time

Evaluate different types ofTV advertising

Describe the process of TV audience measurement

Discuss the main factors when buying TV time

Explain major factors to consider when buying

radio timeAnalyze pros and cons of

using radio in the creative mix

16-4

The Medium of Television

Broadcast TV Cable TV

VHF and UHF

Independent Stations

Network Affiliates

Premium Services

Ad-Supported Networks

Superstations

TV Audience Trends

Demographics

DVD Rental

TV on over 8 hours/day

Cable Households

Fragmentation

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

Participation Basis

Spot Ads

Syndication

Program-Length Ads(Infomercials)

TV ad spending ($ billions)

Insert ex. 16-6, p. 517

Measured TV spending

Position = 3.19” horiz., 3.7” vertical

Size = 5” WIDE

Resolution: 300 dpi

16-7

Types of TV Advertising

Prime time’s most expensive 30-second spots

Insert ex. 16-7, p. 517

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

Network and syndication distribution

Insert ex. 16-8, p. 519

TV network and syndication distribution

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

16-9

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

TV Audience Measurement

Nielsen & Networks

Cable Ratings

16-10

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

TV Audience Measurement

Nielsen & Networks

Cable Ratings

Designated Market Areas

16-11

TV Audience Measurement

Daytime 9 A.M. – 4 P.M

Early Fringe 4 – 5:30 P.M.

Early News 5 or 5:30 – 7:30 P.M.

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.

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

Nielsen & Networks

Cable Ratings

Designated Market Areas

16-12

TV Audience Measurement

DaypartsRating

ServicesDefining TV

MarketsAudience Measures

Nielsen & Networks

Cable Ratings

Designated Market Areas

TV Households

Households Using TV

ProgramRating

AudienceShare

Total TVHH in area

TVHH tuned to program=Rating

16-13

Buying TV Time

Cost per Thousand

Cost per Point

Gross Rating Points Reach (avg. rating) × Frequency=GRP

=CPPRating

Cost

Thousands of People=CPM

Cost

2. Select most efficient program

3. Negotiate prices and contracts

1. Request avails from media rep

16-14The Mediumof Radio

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

Radio’s reach exceeds that of other media

Insert ex. 16-11, p. 528

Daily and weekly radio reach

Position = 0.35”horiz., 0.4” vertical

Size = 5.75” TALL

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

Ad for a radio program

The Mediumof Radio

Insert photo 16.6, p. 532

Westwood One Radio Network ad

Position = 0.35”horiz., 0.4” vertical

Size = 5.75” TALL

Resolution: 300 dpi

16-18

Buying Radio Time

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.

Local Radio

NetworkSpotRadio

Dayparts

16-19

Buying Radio Time

Ratings Based on Dayparts

Cume Estimates

Gross Rating Points (GRP)

Average Quarter-Hour (AQH)

Total Audience Plan (TAP)

Run-of-Station (ROS)

AQH RatingPopulation

=AQH Persons × 100

GRP AQH Rating × No. of Spots=

Cume Rating =Population

Reach Potential × 100

16-20

Buying Radio Time

Hooked on Phonics.com spot frequently aired during dayparts with high listenership

Insert photo 16.7, p. 535

Hooked on Phonics.com radio spot

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi