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TMKu: Broadcast TV & Radio
 

TMKu: Broadcast TV & Radio

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A thorough overview of broadcast media planning (TV & Radio)

A thorough overview of broadcast media planning (TV & Radio)

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    TMKu: Broadcast TV & Radio TMKu: Broadcast TV & Radio Presentation Transcript

    • TMKu – Broadcast TV & Radio 6.5.12 1
    • Media Usage: TV Still Dominant • According to a recent Nielsen study, television remains the dominant visual media • Although TV remains the leading media among the general population, utilizing certain forms of media can reach distinct audiences • For example, magazines tend to reach the younger demographic, while newspapers tend to reach a slightly older demographic • Interactive media is also becoming increasingly popular, especially to the younger demographic, who spends an average of 19 hours online a week Media Measured Total A18+ A18-24 A25-34 A35-44 A45-54 A55+Magazine Issues Read in 1 month 10 12 11 11 11 9Newspaper Papers Read in 28 days 20 13 15 17 19 23Radio 1/2 Hours Listened in Week 32 25 33 35 35 30OOH Miles Driven Past 7 Days 132 132 147 154 152 117Total TV 1/2 Hours Viewed in Week 67 52 50 55 62 80Primetime TV 1/2 Hours Viewed in Week 25 20 21 23 25 27Cable TV Hours Viewed in a Week 42 46 41 40 41 42Internet Hours Spent in Week 14 19 18 16 16 13 *Source: MRI Spring 2011 Study 2
    • Creative Wear-in / Wear-outCreative Wear-in• Industry standard is if a consumer is exposed to a single creative execution 3 times, it will have enough impact for the consumer to recall the adCreative Wear-out• After a consumer is exposed to a single creative execution a number of times, additional exposure of that same creative will have less of an impact• A number of qualitative factors affect creative wear-out • Same music? • Same talent? • Same brand message? • Etc. 3
    • TV 4
    • Broadcast vs Standard Calendar 5
    • Television Fun Facts• Broadcast Television is expected to grow 8.5% in 2012 • Total television is expected to grow 6.8% to $62.5 billion • Politics and Olympics make for higher ad spend in 2012 • CPPs projected to rise 7% from political and Olympics factors alone• Time-shifted viewing is becoming increasingly popular, with the latest Nielsen study from September 2011 showing that DVR penetration in their sampling is about 41.3% • Networks base ratings on C3 • Some networks pushing for C7 in the near future• Television viewers have become comfortable moving beyond traditional TV sets, to connected devices as well as online and mobile • Video plays on tablet, mobile devices and connected TV (e.g., Netflix) doubled in Q4 2011Source: MagnaGlobal, MediaPost 6
    • What do and have in common?Television Types• Network (ABC, CBS, NBC, FOX): Any programming carried by traditional networks on a national basis• Syndication: Syndicated properties are sold station by station in as many markets as possible• Cable: - Basic cable (BBC America, CNN, Lifetime, History, etc.) – Subscription to basic level of cable services - Pay cable (HBO, Showtime, etc.) – Subscription to one or more channels of premium programming 7
    • Television Strengths/Limitations STRENGTHS LIMITATIONS• Immediacy, impact, and broad reach• Builds awareness quickly • Clutter• Dynamic message combining • Increasingly fragmented viewership sight, sound, and motion • High out-of-pocket cost• Ability to select programming • Increasing use of DVR/TiVo leads to• Efficient dayparts time-shifted viewing• Geographic flexibility through use of Spot • Competitive restrictions TV TV best used: 1. To build broad-based reach 2. To capitalize on television’s audio/visual capabilities to showcase program content 8
    • Television Dayparts Eastern time* Local Syndication NetworkEarly Morning 6:00 am – 9:00 am X X XDaytime 9:00 am – 3:30 pm X X XEarly Fringe 3:30 pm – 5:30 pm X XEarly News 5:30 pm – 7:00 pm XPrime Access 7:00 pm – 8:00 pm X XPrime 8:00 pm – 11:00 pm X XLate News 11:00 pm – 11:30 pm X XLate Fringe 11:30 pm – 1:00 am X X XOvernight 1:00 am – 6:00 am X X XSports varies X XKids varies X X X* Times may vary by market and by station (for example on the West Coast prime is an hour earlier) 9
    • Television Buying: Upfront vs ScatterBuying approach depends on the planning horizon, programming/flightingflexibility, and marketplace factors such as supply and demand Upfront Approach Scatter Approach What is the upfront approach: What is the scatter approach The first selling wave for the broadcast or cable The unsold national ad time on the broadcast and networks. Usually occurs after the new fall cable networks that remains after the up-front schedules have been announced. buying period. • Longer lead-time • Shorter lead-time • Broad selection of programming • Offers more strategic flexibility • Audience guarantees/protection • Ability to better align with specials • Favorable rates and mid-season TV marketplace 45 % Upfront / 65 % Scatter 10
    • Television Buying: Nationally or Locally• National TV vehicles include Network (CBS Sunday Morning), Syndication (Ellen), and Cable (White Collar) • Syndication can be bought nationally but is not truly national as it may not be picked up in every market• Local TV is purchased on a market by market basis at the Designated Market Area (DMA) level • Additionally, cable can also be purchased by each individual cable system• If you are buying TV on a Local basis and the buy is in top 10 DMAs, it is more efficient to buy National as the spillover into those top 10 DMAs sufficiently covers those populations 11
    • Television Buying: Ratings BasedA rating is the percent of a specific population group (ex. A25-54) that is exposed to aprogram • Gross Rating Points (GRPs) are the gross total of the ratings delivered by a media schedule - Ex: A media schedule consisting of four commercial airings during House contains 24.0 GRPs against M18-49 (6.0 rating x 4 units)In the 2007/2008 upfront there was a shift in currency • Previously all deals were negotiated on live program ratings - Commercial audience was represented as the average audience of the program. For local television, it is the average quarter-hour audience when the commercial ran • C3 ratings consist of commercial ratings +3 days of viewing, which represents “live” up to 3 days (72 hours) later viewership with the use of a DVR • Given the time viewing shift, national upfronts are now sold on a C3 ratings basis 12
    • Broadcast Buying Process The Negotiation Stewardship Post Buy Analysis 6-8 weeks pre-campaign Campaign flight 90-days post campaign/ per quarter• Check avails • Ensuring GRPs cleared • Confirming delivered• Estimating station • Confirming spots ran inventory matches what projections was purchased• Current rates submitted by stations (CPPs)• Rate negotiation and D/D/T messaging allowance• Added value 13
    • Cable’s Footprint• Many Cable networks to choose from • Hone in on specific genders and age groups easily 14
    • Cable’s Footprint• Cable’s cume reach will surpass Broadcast by 2020• Wide variety of options allow brands to hone in on their audience like never before• Lower ratings means more spots are required to reach desired GRPs 15
    • Example of Network Analysis (Sailor Jerry) 16
    • Interactive TV iTV can be executed in multiple ways Drive to a specific channel to learnInteract directly within the program more / works almost like a website on your TV screen 17
    • Smart TV• Smart TVs (internet enabled by default) have become prevalent in recent years• Turns the traditional TV into a web browser-like consumer experience through the use of widgets/apps • Advertising opportunities on widgets 18
    • TV Optimizations• Depending on brand goals, multiple factors affect the efficiency of TV buys: • Target Demo • Daypart Mix • Network List • Market fluctuations• To maximize efficiency with the above factors, trial and error through our software systems will tell us what the best mix is to get the best combination of reach/frequency vs cost 19
    • Radio 20
    • Radio Fun Facts• Overall radio spend is expected to decrease 0.8% in 2012, though CPPs are expected to rise 5-6% during key political spending periods• Non-traditional radio outlets are seeing an increase in advertising spend • Includes satellite radio (Sirius XM) and online platforms: non-interactive (e.g., Pandora and Pure Play simulcasts) and on-demand e.g., (Spotify, Rhapsody)• Satellite radio continues to grow in popularity and gaining users • e.g., In San Diego satellite radio ranks #3 just behind KPBS and KOGO for radio listenership in the A35-60 demo • Terrestrial radio still commands lion’s share of radio (80% of listenership) • 90% of people consuming digital radio are also still listening to terrestrial radioSource: MagnaGlobal, Media Life, Arbitron/Edison Research 21
    • Radio Strengths/Limitations STENGTHS LIMITATIONS• Create a local presence• DJ mentions can make a brand more • Background medium, non-intrusive personal • No visual or brand registration• Excellent opportunities for added value recall, audio exposure only• Low out of pocket cost • Limited reach on a national basis• Low barrier to entry • Can be expensive to cover market• Immediacy and frequency Radio best used: 1. To take advantage of a :60 message platform 2. To add frequency to the media plan 3. To capitalize on the “local” nature of the medium 22
    • Spot Radio Dayparts• Radio’s strongest dayparts are during “Drive” times • Large numbers of adults are a captive audience in their cars (AM Drive & PM Drive) Dayparts Time Frame AM Drive Mon-Fri 6:00 am – 10:00 am Daytime (Midday) Mon-Fri 10:00 am – 3:00 pm PM Drive Mon-Fri 3:00 pm – 7:00 pm Evening Mon-Fri 7:00 pm – 12:00 am Overnight Mon-Fri 12:00 am – 6:00 am Weekend Sat-Sun 6:00 am – 12:00 pm 23
    • Radio Types Network/National Radio Spot/Local Radio• Networks own and sell commercial space in • Purchased by individual antenna reach shows/events that are broadcast across a large (Metropolitan Statistical Area (MSA)) with the network of local station markets ability to target through station selection • Promotional opportunities at the local level • Higher out-of-pocket cost • Lower out-of-pocket costs than • Examples include: Syndicated shows, live Network/National concerts, Olympics, live sports, NPR • Offer geographic & creative flexibility by allowing different messages to run in Radio different markets 24
    • Radio Formats• Specific formats have specific audiences 25
    • Presentation created by: Greg Garunovggarunov@mediakitchen.tv & Christine Bacon cbacon@mediakitchen.tv 26