Promotional Strategy - Evaluation of Media: Television and Radio

1. Promotional Strategy
MKT4230
Evaluation of Media:
Television and Radio
Patricia Knowles, Ph.D.
Associate Professor
Clemson University
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The Impact of DVRs on Television
Although television is still the primary form of entertainment in most households, and the
largest advertising medium, viewing habits are changing. Consumers can now watch
programs when, where, and how they want… and that does not include commercials. Plus,
the audience has been fractured by the large number of programs available from which to
choose.
Textbook
Pages 363 - 365
DVRs also make it easier for content providers to push
programming directly to end users, on a pay-per-view,
commercial-free basis. This is essentially TV on demand, which
makes it more difficult to measure viewing audiences, more
difficult to develop media plans for television, and more difficult
to capture and retain the attention of consumers.
Viewing habits are also being impacted by other technologies, such as video game consoles
and online video streams (YouTube, Hulu).
However, the average household still watches more than 7 hours of television per day.

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Television Advantages
Television is unique in its ability to combine visual images, sound, motion, and color. These
characteristics provide the advertiser with an opportunity to develop the most creative and
imaginative advertising appeals of any medium.
• Creativity and Impact: The interaction of sight and sound offers tremendous
creative flexibility and opportunities for the advertising message
• Coverage and Cost Effectiveness: TV can reach large audiences cost effectively
• Captivity and Attention: Commercials impose themselves on viewers as they watch
their favorite programs and are likely to be seen unless some effort is made to avoid
them
• Selectivity and Flexibility: Audiences vary by program content, broadcast time, and
geographic coverage; cable television offers additional selectivity
Textbook
Pages 365 - 367

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Top 10 Network TV Advertisers
This visual shows a list of the top ten network television advertisers from 2006.
Textbook
Page 366 / Figure 11 - 1

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Selectivity and Flexibility
Advertisers are trying to turn TV advertising into a selective media. Some selectivity is
possible due to variations in the composition of an audience as a result of:
• Program content
• Broadcast time
• Geographic coverage
Textbook
Pages 367
For example, Saturday morning programs cater to
children and Saturday and Sunday programs target the
sports-oriented male.
The Oxygen cable network, as shown in this ad, is trying
to capture young, upscale women who like to try new
products, as well as recommend them to others.

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Television Limitations
This visual presents the disadvantages of TV that limit its use by many advertisers.
Textbook
Pages 367 - 372
Low
Selectivity
Fleeting
Message
Cost
Clutter
Distrust
Negative
Evaluation
Limited
Attention
Negative
FactorsZipping
Zapping

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Network vs. Spot
This visual shows the differences between network and spot/local advertisements.
Textbook
Pages 373 - 375
May be local or “national spot”
commercials
Network
Spot &
Local
Purchase transactions are simplified
Affiliated stations that are linked
Commercials shown on local stations

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The CW Network
The major television networks that currently exist in the United States: NBC, ABC, and CBS. A
fourth major network is Fox, which broadcasts over a group of affiliated independent
stations. The other television network in the United States is CW, which was formed in 2006
when WB and UPN merged.
Textbook
Pages 373 - 374 / Exhibit 11 - 5
The CW Network is co-owned by
CBS/Viacom and Warner Bros., which is
part of the Time Warner media
conglomerate.
The CW Network targets the 18-to-49
demographic, but does not offer a prime-
time schedule. It airs 15 hours of prime-
time programming over six days, with only
a morning cartoon block on Saturdays.
Popular shows on this network include
America’s Next Top Model and
Supernatural.

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Test Your Knowledge
_____ are shows that are sold or distributed on a station-by-station, market-by-market basis.
A. Spot broadcasts
B. Televised advertorials
C. Affiliate programs
D. Participation programs
E. Syndicated programs

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Syndicated Programs
This chart shows how syndicated programs are sold or distributed.
Textbook
Pages 375 - 377
Off-network syndication are “reruns”
First-run syndications are also featured
Advertiser-supported or
bartered
Sold and distributed
station by station
Programs sold to stations in return for air time

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Top 10 Syndicated Programs
This chart shows the Top 10 regularly scheduled syndicated programs for the 2009-2010
season.
Textbook
Pages 375 - 377

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Methods of Buying Time
These are the three methods of buying television advertising time:
Sponsorship
1. Advertiser assumes
responsibility for the
production and
perhaps content
2. Sponsor has control
and can capitalize on a
show’s prestige
Participations
1. Participating sponsors
share the cost
2. May occur regularly or
sporadically
3. Advertiser doesn’t do
production
4. Participants lack
control over content
Spot Announcements
1. May be purchased
by daypart or
adjacency
Textbook
Pages 377 - 378

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TV Advertising Buying Decisions
These are various ways a company can purchase commercial time on television and a
summary of the characteristics of each.
Textbook
Pages 377 - 378
Considerations are the geographic markets and
ability to acquire airtime.
National Versus Local Spot
Reach is the primary consideration but ease of
purchase is important.
Network Versus Spot
Method of buying affects cost, commitment,
and identification.
Sponsor, Participate, or Spot
Scheduling depends on reach and frequency
requirements.
Specific Daypart and Weeks

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Common Television Dayparts
This chart shows common television dayparts:
Textbook
Pages 378 - 379 / Figure 11 - 3

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Cable Television
Cable television has now reached 91% of the nation’s 114.9 million households. Cable
networks and programs have a dual revenue stream… monthly subscription charges and ad
revenue.
Cable TV broadens programming options available to the viewer as well as the advertiser by
offering specialty channels, including all-news, music, weather, and educational channels.
Many cable systems also carry superstations… independent local stations that send their
signals nationally via satellite. Programming on superstations generally consists of sports,
movies, and reruns of network shows.
Expanded viewing options via cable have led to audience fragmentation, which can help
advertisers better target their audience.
Textbook
Pages 379 - 380

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Advertising on Cable Television
These are the advantages and limitations of advertising on cable TV:
Textbook
Pages 381 - 383
Advantages
1. National, regional, and local
available
2. Highly selective “narrowcasting”
3. Low cost
4. Flexibility
Limitations
1. Overshadowed by major
networks
2. Audience fragmentation
3. Lacks penetration in major
markets

17. These are the future challenges that face cable television:
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The Future of Cable
Textbook
Pages 383 - 384
Govt. regulationsMore channels
CompetitionDBS services
New technology
Future Challenges

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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

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Measuring the TV Audience
These are the various ways in which an audience can be measured:
Textbook
Pages 385 - 387
Total Audience Program Rating
Households Using
TV
Share of
Audience

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TV Audience Measures
This is how program rating and share of audience numbers are calculated:
Textbook
Pages 386
Share of Audience
Program Rating

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National Audience Information
Nielsen Media Research has a national RV ratings service known as the Nielsen Television
Index, which provides daily and weekly estimates of the size and composition of the national
viewing audience.
Textbook
Pages 387
Nielsen uses a national sample of 10,000
homes, which are carefully selected be
representative of the population of U.S.
households. Ratings are based on the viewing
patterns of the homes, which are measured
using the people meter shown on this slide.
Data collected by the people meter includes
when the set is turned on, which channel is
viewed, when the channel is changed, when
the set is off, and who is viewing. The
demographic characteristics of the viewers are
also in the system, and viewership can be
matched to these traits.

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Local Audience Information
This is a list of the information provided by an Neilsen Station Index (NSI) report:
Textbook
Pages 387 - 388
NSI Reports
• Viewing times
• Programs watched
• Audience size estimates
• Demographics

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Sweeps Periods
This chart shows how WJZ in Baltimore promotes its dominance of the sweeps ratings in
various categories.
Textbook
Page 38 / Exhibit 11 - 13

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Developments in Audience Measurement
These are the three developments in audience measurement:
Textbook
Pages 388 - 390
Commercial Ratings
Data (C3)
Engagement
Metrics
Anywhere Media
Measurement (A2/M2)

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Radio and TV Similarities
These are the similarities of radio and television, which are the two major forms of broadcast
media that can be used for advertising.
Textbook
Pages 388 - 390
Are time oriented media
Are sold in time segments
Have some network affiliates
Have some independents
Use the public airway
Are regulated by the F.C.C.
Are externally paced media
Are passive, low-involvement
Both Media…

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Advantages of Radio
This is a list of some of the advantages that radio has as an advertising medium:
Textbook
Page 391 - 395
Mental Imagery
Flexibility
Selectivity
Receptivity
Cost and Efficiency
Integrated Marketing

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Radio Gives Customers a Clearer Picture
This visual shows a Radio Advertising Bureau ad that promotes the synergy between radio
and newspaper advertisements. Radio can also be used in conjunction with a number of
other media and events, including:
• Sales promotions
• Event marketing
• Cause-related marketing
• Place-based/point-of-purchase promotions
• Special sales
• Live broadcast promotions at beaches and
sporting events
Textbook
Page 395 / Exhibit 11 - 17

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Buying Radio Time
These are the various options for purchasing advertising time on the radio:
Textbook
Pages 397 - 398
Over 100 regional/area networks
Three national networks
A multitude of syndicated programs
Network
Radio
About 20% of all spots
Allows great flexibility, targeting
Purchase transaction can be difficult
Spot
Radio
Nearly 80% of advertisers are local
Local CATV is becoming competitive
Local
Radio

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Radio Time Classifications
This chart shows the dayparts breakdown for radio advertising:
Textbook
Page 398 / Figure 11 - 7

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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

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Audience Information
This visual shows the major radio listener ratings providers:
Textbook
Page 398 - 401
Person Estimates
Share RatingArbitron
Network audience measuresRADAR