ADVERTISING: Broadcast Media

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ADVERTISINGBroadcast Media
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BROADCAST MEDIA

• MAIN TYPES
• Television
• Broadcast
• Cable
• Radio

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Television Advertising

• Network
• all stations
• National Spot (selective spot)
• local network and non-network
• Local
• local stations only
• Sponsorship
• billboard (at beginning and end)

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Television Ads
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Television Ads
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Advantages of Television

• Can have great impact
• Allows high level of creativity
• Good coverage (reach)
• Some selectivity
• Demonstration possibilities

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Limitations of Television

• High cost
• Cluttered environment
• Fleeting message
• Limited viewer attention
• Long lead time (network)

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Length of Network Commercials
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TV Dayparts

• 700 AM - 900 AM
• 900 AM - 430 PM
• 430 PM - 730 PM
• 730 PM - 800 PM
• 800 PM - 1100 PM
• 1100 PM - 1130 PM

• Morning
• Daytime
• Early fringe
• Prime-time access
• Prime time
• Late news

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Measuring TV Audiences

• Television Households
• of HH that own a TV
• Program Rating
• of TV HH tuned to a show
• (Rating point 1 percent of TV HH)
• Households Using TV (HUT)
• of homes watching TV at a given time
• Share of Audience
• of HUT tuned to a show

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TV Audience Measures
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Use TV Only If . . .

• Budget is large enough to
• allow high quality production
• buy number of exposures needed.
• Market is large and reachable
• through networks, stations, or programs.
• You need a medium with high creative potential to
  exert a strong impact.

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Radio Advertising

• FM is much more popular than AM.
• Radio audiences are largely determined by a
  stations format.

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Advantages of Radio

• low cost (high frequency possible)
• selective
• flexible
• can invoke mental imagery
• integrated marketing opportunities

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Radio Ads

• Jiffy Lube
• CD Now
• Southwest Airlines
• For Eyes

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Limitations of Radio

• Creative limitations
• Fragmented
• Cluttered environment
• Limited listener attention
• Chaotic buying procedures
• Limited research data

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Dayparts for Radio

• 600 AM - 1000 AM
• 1000 AM - 300 PM
• 300 PM - 700 PM
• 700 PM - 1200 AM
• 1200 AM - 600 AM

• Morning Drive Time
• Daytime
• Aft./Eve. Drive Time
• Nighttime
• All Night

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Measuring the Audience

• CANADA
• BBM
• radio diary, TV diary, TV People Meter, PPM
• US
• Nielsen (TV)
• diary, panel, People Meter
• Arbitron (Radio)
• diary, Portable People meter

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Quote of the day

• The buying of time or space is the renting of a
  stage on which we may perform.
• Howard Gossage
• (Rubicam and Young)