Chapter 11

11
Evaluation of Broadcast Media
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Television Advantages
Creativity and Impact
Coverage and Cost Effectiveness
Captivity and Attention
Selectivity and Flexibility

Reaching Large Audiences via Program
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Television Disadvantages
Fleeting Cost
Message
Limited Low
Attention Selectivity
Negative
Zipping Factors
Clutter
Zapping
Negative
Distrust
Evaluation
Viewer Involvement
DVRs are Impacting Television
Top 10 Network TV Advertisers
Clever TV Ads Entertain, Inform, and Retain

Network versus Spot
Affiliated stations
that are linked
Network
Purchase transactions
are simplified
Commercials shown
Spot & on local stations
Local
May be local or “national
spot” commercials
The CW Network
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
Top 10 Syndicated Programs
Methods of Buying Time
Spot
Sponsorship Participations
Announcements
1. Advertiser 1. Participating 1. May be

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

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
ESPN is One of the Most Popular Cable Networks
SportsCenter Spots

The Future of Cable
More Govt.
channels regulations
Future
Challenges
DBS
services Competition
New
technology
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
Measuring the TV Audience
Total Program
Audience Rating
Share of Households
Audience Using TV
TV Audience Measures
Program Rating
HH tuned to show
Rating = Total U.S. HH
Share of Audience
HH tuned to show
Share = U.S. HH using TV
National Audience Information
Local Audience Information
Sweeps Periods
Developments in Audience Measurement
Commercial Ratings
data (C3)
Anywhere Media
Measurement (A2/M2)
Engagement metrics
Radio and TV Similarities
Are time oriented media
Are sold in time segments
Have some network affiliates
Have some independents

Both Use the public airway
media…
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 of Radio
Cost and Efficiency
Receptivity
Selectivity
Flexibility
Mental Imagery
Integrated Marketing
Mental Imagery
• Visual elements of television

commercials are transferred into the
consumer’s mind by using a similar
audio track in radio commercials
Burger King Uses Radio Creatively

Radio Gives Customers a Clearer Picture
Limitations of Radio
Creative Limitations
Audience Fragmentation
Chaotic Buying
Limited Research Data
Limited Listener Attention
Digital Media Competition
Clutter
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

Spot
Radio
Purchase transaction can be difficult
Local Nearly 80% of advertisers are local

Radio Local CATV is becoming competitive
Dayparts for Radio
Test Your Knowledge
Arbitron:
A) Measures 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) All of the above
Audience Information
Person
estimates
Share Arbitron Rating
RADAR Network audience measures

Media Planner Responsibilities
Ensure target audience coverage
Identify advertising rates
Set time schedules
Optimize the advertiser’s budget

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11

Evaluation of Broadcast Media

Creativity and Impact

Coverage and Cost Effectiveness

Captivity and Attention

Selectivity and Flexibility

*Click outside of the video screen to advance to the next slide

*Click outside of the video screen to advance to the next slide

1. Advertiser 1. Participating 1. May be

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.

Characteristics Advantages Limitations

1. National, 1. Highly selective 1. Overshadowed

*Click outside of the video screen to advance to the next slide

The sole source of network television and local

Are time oriented media

Are sold in time segments

Have some network affiliates

Have some independents

Are externally paced media

Are passive, low-involvement

Offers only an Costs much less

Has less status Costs much less

Cost and Efficiency

• Visual elements of television

*Click outside of the video screen to advance to the next slide

Limited Research Data

Limited Listener Attention

Digital Media Competition

Three national networks

About 20% of all spots

Allows great flexibility, targeting

Local Nearly 80% of advertisers are local

Share Arbitron Rating

RADAR Network audience measures

Ensure target audience coverage

Identify advertising rates

Set time schedules

Optimize the advertiser’s budget

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