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Evaluation of Broadcast Media

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Nguyễn Bá Tín
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6 views16 pages

Evaluation of Broadcast Media

Uploaded by

Nguyễn Bá Tín
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Evaluation of

Broadcast Media
TV Advertising Works Best When…

The budget is large enough to produce


high quality commercials.

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.

There is a genuine need for a medium with high


creative potential to exert a strong impact.
Television Pros and Cons
Advantages Disadvantages
Mass coverage Limited
Low selectivity
selectivity

High reach Short message life

Impact of sight, sound High absolute cost


and motion

High prestige High


High production cost

Low cost per exposure Clutter

Attention getting Limited Attention

Favorable image
Network Versus Spot

Affiliated stations
are linked
Network
Purchase transactions
are simplified

Commercials shown
on local stations
Spot &
Local
May be local or “national
spot” commercials
Syndicated Programs

Off-network syndication
Sold and are “reruns”
distributed
station by
station First-run syndications
are also featured

Advertiser-
Programs sold to stations in
supported or return for air time
bartered
Methods of Buying Time

Spot
Sponsorship Participations
Announcements

1. Advertiser 1. Participating 1. May be


assumes sponsors share purchased by
responsibility for the cost daypart or
the production 2. May participate adjacency
and perhaps regularly or
content sporadically
2. Sponsor has 3. Advertiser isn’t
control and can responsible for
capitalize on the production
prestige
associated with a 4. Participants lack
show control over
content
TV Advertising Buying Decisions

Network Versus Reach is the primary consideration but


Spot ease of purchase is important.

National Versus Considerations are the geographic


Local Spot markets and ability to acquire airtime.

Sponsor,
Participate, or Method of buying affects cost,
commitment, and identification.
Spot

Specific Daypart Scheduling depends on reach and


and Weeks frequency requirements.
Common Television Dayparts

12 12
11 1 11 1
10 2 10 2

9 AM 3 9 PM 3

8 4 8 4
7 5 7 5
6 6

Morning Prime Time

Daytime Late News

Early Fringe Late Fringe


Prime-Time Access Late Night
Other TV Delivery Vehicles

Delivers signals through fiber or coaxial


Cable Delivers signals through fiber or coaxial
Cable wire rather than the airways. Cable
(CATV) wire rather than the airways
networks also transmit via satellite.

Independent local stations that


Superstations broadcast nationally via satellite
through CATV

Digitally record TV shows and store


DVRs/VOD them on hard drive, or select and view
content giving viewer control
Cable Television (CATV)

Characteristics Advantages Limitations

1. National, 1. Highly selective 1. Overshadowed


regional, and “narrowcasting.” by major
local available. networks.
2. Reaches
2. Targets specific specialized 2. Audience is
geographic markets. fragmented.
areas.
3. Low cost and 3. Lacks
flexibility. penetration in
major markets.
Measuring TV Audiences

Television
Households

Audience Program
Measures Rating

Share of Households
Audience Using TV
Radio and TV Similarities

Are time oriented media

Are sold in time segments

Have some network affiliates

Have some independents


Both
Media… Use the public airway

Are regulated by the F.C.C.

Are externally paced media

Are passive, low-involvement


Radio Differs from TV

Is more limited
communication

Offers only an Costs much less


audio message to produce

Has less status Costs much less


and prestige to purchase
Advantages and Limitations of Radio
Advantages Disadvantages
Cost and Efficiency Creative Limitations

Selectivity Audience Fragmentation

Flexibility Chaoticmessage
Fleeting Buying

Mental Imagery Limited Research Data

Integrated Marketing Limited Listener Attention

Well-segmented audience Clutter

Local coverage
Buying Radio Time

Three national networks


Network Over 100 regional/area networks
Radio
A multitude of syndicated programs

About 20% of all spots

Allows great flexibility, targeting National


Spot
Purchase transaction can be difficult

Nearly 80% of advertisers are local


Local
Radio Local CATV is becoming competitive
Dayparts for Radio

12 12
11 1 11 1
10 2 10 2

9 AM 3 9 PM 3

8 4 8 4
7 5 7 5
6 6

Morning Drive Time Nighttime

Daytime All Night

Afternoon/Evening Drive Time

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