Evaluation of Media: Television and Radio

Chapter 11: Evaluation of Media: Television and Radio

Learning Objectives

  • LO11-1: Describe the role of television as an advertising medium and its advantages and limitations.

  • LO11-2: Discuss how television advertising time is purchased for network, local, and cable television.

  • LO11-3: Discuss how television audiences are measured and recent developments in audience measurement.

  • LO11-4: Discuss the role of radio as an advertising medium and its advantages and limitations.

  • LO11-5: Discuss how radio advertising time is purchased.

  • LO11-6: Discuss how radio audiences are measured and recent changes in audience measurement methods.

Television Advertising

Advantages of Television

  • Creativity and Impact: Combines visual and auditory elements to create compelling ads.

  • Large Audience Reach: More cost-effective for reaching a broad audience compared to other media.

  • Audience Captivity: Viewers tend to pay more attention to televised advertisements.

  • Selectivity and Flexibility: Advertisers can choose based on program content and timing.

Example of Effective Television Advertising

  • Subaru’s “Love” Campaign: Uses emotional appeals — a father ensures his daughter's safety as she boards her school bus, reinforcing the brand’s message about care and protection.

Limitations of Television

  • Cost: Advertising space can be very expensive, especially during prime time.

  • Lack of Selectivity: It can be difficult to target niche audiences.

  • Fleeting Nature of Messages: Viewers may forget the ad quickly after it airs.

  • Clutter: Many commercials can result in consumer desensitization.

  • Viewer Distractions: "Zipping" and "Zapping" behaviors reduce viewing of ads (fast-forwarding through or changing channels).

  • Distrust: Some consumers view TV ads negatively.

Buying Television Time

  • Network vs. Spot:

    • Network Advertising: Broad reach, high costs, usually purchased upfront.

    • Spot Advertising: More flexibility, purchased directly from local stations, allows for local market adjustments.

  • Syndication: Selling shows station by station; offers specific audience targeting.

Methods of Buying Time

  • Sponsorship: Advertiser controls program content and ads, enhancing prestige.

  • Participations: Multiple advertisers share commercial spots, allowing for cost-effective advertising.

Selecting Time Periods and Programs

  • Dayparts: Time segments of the broadcast day influence ad costs and audience sizes, e.g., prime time (8:00 PM - 11:00 PM) is the most coveted.

Audience Measurement

  • Ratings and Shares: Nielsen ratings provide insights into audience size, using measures such as ratings point, households using television (HUT), and share.

  • Nielsen’s Methodology: Uses a sample of homes to gather viewing data, with innovations like the "People Meter" to enhance accuracy.

  • Current Developments: Shift toward measuring all forms of viewership, including digital and on-demand viewing.

Radio Advertising

Characteristics of Radio

  • Local Medium: Primarily operates on a local level but has broad reach.

  • Targeting: Allows for niche audience targeting effectively.

Advantages of Radio

  • Cost Efficiency: Lower advertising costs compared to television.

  • Flexibility: Advertisers can quickly change and adjust campaigns.

  • Receptivity and Imagery: Engaging listeners through storytelling and mental imagery.

Limitations of Radio

  • Creative Constraints: Limited in visual storytelling compared to TV.

  • Fragmentation: Numerous stations lead to dispersed audiences.

  • Listener Attention: Generally lower than visual media.

Buying Radio Time

  • Network and Spot Radio: Similar to TV, offers flexibility based on market needs.

  • Local Buying: Companies can purchase ads directly from individual stations.

Audience Information

  • Measurement Tools: Nielsen Audio ratings capture listener data across local markets, examples include Average Quarter Hour (AQH) figures and Cume ratings.

  • Portable People Meter: Enhances audience measurement accuracy by tracking actual exposure to radio programming.

Innovations in Audience Measurement

  • Nielsen’s RADAR: Nationally measures radio listening and audience dynamics but faces competition from digital platforms.