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Television Advantages

Sight and sound

Large audience and cost-effective

High audience captivity and attention

Selectivity and flexibility based on content time and coverage

Television Limitations

Costs

Lack of selectivity

Fleeting messages

Clutter

Limited viewer attention

Distrust and negative evaluation

Zipping

fast forwarding through commercials when playing back a previously recorded program

Zapping

changing channels to avoid commercials

Network advertising

Spreading messages by purchasing airtime form a television network

Television network:

assembles a series of affiliated to which it supplies programming and services

Network advertising advantages

Simple purchase process

An effective way to reach large audience

Network advertising disadvantages

High cost of advertising on prime time

Lack of availability of time slots

Upfront market:

buying period before TV season begins

Scatter Market:

buying period throughout the season

Spot and local advertising

Commercials shown on local TV stations

National spot advertising:

non-network advertising done by a national advertiser

Local spot Advertising:

airtime sold to local forms

spot advertising advantages

Flexibility to national advertisers

Growth in syndication

spot advertising disadvantages

Difficult to acquire

Greater variations in pricing polices and discount structure of individual stations

Subject to more commercial clutter

station reps:

individuals who act as sales representatives for local stations in dealing with national advertisers

Syndication

broadcast distribution model, producers sell and distribute station by station

Off-network Syndication

reruns

First run Syndication

shows produced specifically for syndication market

Advertiser support or barter Syndication

shows sold to stations in return for a portion of commercial time. Offers off-network and first run syndicated programs

Syndication Advantages

Saves money

Broadens reach for national advertisers

Targes specific audiences

Syndication Disadvantages

Audiences are often rural and older

Synicators don't apply much research info

Requires media buyers to come up with a syndication schedule to ensure max reach

Sponsorship

Advertisers assume responsibility for production and content of the program and the advertising that appears within it

Sponsorship Allows:

Capitalize on the prestige of high quality program

Have more control over the shows carrying their commercial

Participations

Several advertisers are buying commercial time on a program

Participations Advantages

Advertisers have no long-term commitment to the program

Can adjust expenditure to buy spots that fit within the budget

Provides greater reach in the media schedule

Participations Disadvantages

Advertisers have little control over the placement of ads

Availability may be limited

Spot announcements

Purchased from local stations, appear during adjacencies

Adjacencies

time periods adjacent to network programs

Cost of TV advertising time depends on:

Time of day

Particular program

Dayparts

specific segments of the broadcast day

Cable television

Delivers TV signals through fibre or coaxial wire

revenue from ads and subscriber fees

ADS/multichannel video programming distributors (MVPD):

Services that distribute multiple television channels as part of a package that customers subscribe to

Superstations (Cable television)

Independent local stations that send signals nationally via satellite to cable operators

Cable Interconnects

Number of cable systems and networks in a geographic area are joined for advertising purposes

Cable television Advantages

Selectivity

Chance of narrow casting

Low cost

Flexibility

Narrowcasting:

Reaching very specialized markets

Cable television Limitation

Overshadowed by major networks

Audience fragmentation

Lacks penetration in major markets

Future of cable and subscription television

Competition from streaming content, also known as over-the-top (OTT).

Cord-cutting: households dropping traditional pay-TV services such as cable or satellite TV.

Addressable TV advertising:

allows different commercials to be shown to different households watching the same program

Audience measures:

Size and composition measured by ratings services

Television household:

Home with at least one operable TV or monitor with ability to deliver video.

Program rating:

Percentage of TV households in an area that are tuned to a specific program during a specific period.

Ratings point:

Represents 1 percent of all television households in a particular area tuned to a specific program.

Households using television (HUT):

The percentage of homes in an area where TV is being watched during a specific period.

Share of audience:

The percentage of households using TV in a specified period that are tuned to a specific program.

Total audience:

Total number of homes viewing any five-minute part of a telecast.

Nielsen ratings (National audience information)

Provides daily and weekly estimates of the size and composition of national viewing audiences

For programs aired on broadcast and major cable networks

Uses a national sample of approximately 40,000 homes.

People meter (National audience information)

Records what is being watched and by whom

Nielsen Station Index

Known as designated market areas: Nonoverlapping areas used for planning, buying, and evaluating TV audiences.

NSI reports on:

Viewing times and programs watched

Audience size and demographics

Portable People Meter (PPM):

Wearable device that tracks exposure to cable and satellite television, terrestrial, satellite, and online radio; cinema advertising, and other place-based digital media.

Sweeps periods:

Viewing audiences in every local television market are measured at least four times a year. Measures may be inaccurate bc of special programming and promotion efforts to bolster ratings

linear TV

Viewer watches scheduled TV program at the time it's offered and on the channel it's on.

commercial ratings

Average viewership of commercials both live and up to three days after ads are played back on DVR-C3.

C7 rating measures up to seven days after live airing

Total Audience Measurement system:

Single-sourced platform that accounts for all viewing across linear TV, DVRs, VOD, and connected TV devices.

Total Use of Television (TUT):

Adds connected TV usage to linear viewing to provide a complete view of TV usage.

Total Ad Ratings report:

Includes measurement of mobile audiences as well as over-the-top audiences that watch television using a streaming device.

Radio

Often viewed as old-school

Primarily local advertising medium.

Broadest mass reach among all media.

Offers advertisers narrow targeting capabilities.

Considered a pervasive medium.

Advantages of Radio

Cost and efficiency.

Receptivity.

Selectivity.

Flexibility.

Mental imagery.

Integrated marketing opportunities.

Image transfer:

Images of a TV commercial implanted into a radio spot.

Limitations of Radio

Creative limitations.

Fragmentation.

Difficult buying procedures.

Limited research data.

Limited listener attention.

Competition from digital media.

Clutter.

Network radio

Purchased on a network basis using a national network.

Currently, seven major national radio networks.

Spot radio

Greater flexibility in selecting markets, individual stations, and airtime.

Ability to adjust message for local market conditions.

Local radio

Purchased from individual stations by local companies.

Dayparts (radio)

Size of listening audience varies across dayparts.

Person estimates: (Nielsen Topline Radio Rating report)

Estimated number of people listening.

Rating: (Nielsen Topline Radio Rating report)

Percentage of listeners in the survey area population.

Share: (Nielsen Topline Radio Rating report)

Percentage of total estimated listening audience.

Average quarter-hour (AQH) figure:

Average number of people estimated to have listened to station for a minimum of five minutes during any quarter-hour in a time period.

Cume:

Total number of different people who listened to station for at least five minutes in a quarter-hour period within a reported daypart.

Average quarter-hour rating (AQH RTG):

Estimated number of listeners as a percentage of the survey area population.

Average quarter-hour share (AQG SHR):

Percentage of total listening audience tuned to each station.

PPM

a wearable device that electronically tracks what consumers listen to on the radio

RADAR

Measures national radio listening and audiences for network radio stations and syndicated radio shows

Magazines and Newspapers

Present detailed information that can be processed at reader's own pace.

Not intrusive: High-involvement media.

Readership across multiple platforms.

Newspapers reach broad audience while magazines reach specific types of consumers and market segments.

Selectivity (Advantages of Magazines)

Ability to reach a specific target audience.

Demographic selectivity (Advantages of Magazines)

Editorial content, Special editions

Geographic selectivity (Advantages of Magazines)

Targets particular area, Purchase ad space in specific geographic editions of national or regional magazines.

Reproduction quality (Advantages of Magazines)

High-quality visual medium

Creative flexibility (Advantages of Magazines)

Gatefolds: A third page ad that folds out into extra-large spread.

Bleed pages: Ad extends to end of the page.

Unusual page sizes and shapes.

Inserts.

Creative space buys

Permanence (Advantages of Magazines)

Longer life span.

Readers are exposed to ads on multiple occasions and can pass magazines along to other readers.

Prestige (Advantages of Magazines)

Advertising for high-reputation brands benefit evaluations of magazines.

Consumer receptivity and engagement (Advantages of Magazines)

Consumers more receptive to advertising in magazines than other mediums, except newspapers.

Primary source of information for consumers for variety of products.

Services (Advantages of Magazines)

Merchandising staff.

Research studies conducted on consumers

Personalized messages.

Split runs (Advantages of Magazines)

Two or more versions of an ad are printed in alternate copies of a magazine

Disadvantages of Magazines

Costs.

Limited reach and frequency.

Long lead time.

Clutter and competition.

Primary circulation (Magazines)

Number of copies distributed to original subscribers or purchasers.

Determines magazine's rate structure.

Guaranteed circulation (Magazines)

Publishers give advertisers a rebate if number of delivered magazines falls below the guarantee.

Figures set safely below average actual delivered circulation

Circulation rate base system: (Magazines)

Rates based on average circulation below actual circulation delivered but carries no guarantee

Controlled-circulation basis: (Magazines)

Copies sent to individuals the publisher believes can influence a company's purchases

Pass-along readership (Magazines)

Primary subscriber gives magazine to another person.

Publication is read in doctors' waiting rooms, on airplanes, and so forth.

Total audience/readership: (Magazines)

Calculated by multiplying the readers per copy by the circulation of an average issue

Native advertising:

Integrates advertising in online publications with the environment and editorial content

Daily newspapers

In cities and larger towns.

Provide detailed coverage of events, issues concerning local area.

Weekly newspaper

In small towns or suburbs.

Focus on news, sports, and events relevant to local area

National newspapers

National circulation and editorial content with nationwide appeal.

Appeal: Large and Regional advertisers

Special-audience newspapers

Specialized editorial content.

Published for particular groups

Newspaper supplements

Magazine-type supplements included by papers primarily with Sunday editions

Display newspaper advertising:

Uses visual devices in addition to the copy text.

Two types: local and national or general advertising