Chapter ElevenBroadcast, Cable, and Satellite Media:

Television and Radio

Arens|Schaefer|Weigold

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Learning Objectives

• Describe the advantages and disadvantages of broadcast television as an advertising medium

• Discuss the various options for advertising on television

• Explain how to measure television audiences and select the best programs to buy

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Learning Objectives

• Describe the advantages and disadvantages of radio as an advertising medium

• Review the options for advertising on radio and how radio audiences are measured

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Pros and Cons of BroadcastTV Advertising

Advantages

• Mass coverage• Low cost per

exposure• Some selectivity• Impact• Creativity• Prestige• Social dominance

Disadvantages

• High production cost• High airtime cost• Limited selectivity• Brevity• Clutter• Zipping and zapping

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Types of TV Advertising

• Network advertising–Networks, sponsorship, and

participation

• Spot announcement• Syndication– Inventory, off-network, first-run, and

barter

• Program-length advertisement (PLA)

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TV Audience Measurement

• Rating services and sweeps• Cable ratings• Defining television markets and

dayparts • Audience measurements– TV households, households using TV,

program rating, audience share, total audience, and audience composition

• Gross rating points (GRPs)

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Buying Television Time

• Selecting programs for buys – Cost per rating point (CPP– Cost per thousand (CPM)

• Ways to negotiate lower rates– Run-of-schedule positioning – Preemption rate

• Affidavit of performance• Makegoods

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Radio

• Programming and audiences– FM stations have better sound, more

program variety, and fewer commercials– AM stations have more news, talk, or

sports programs– Stations have a specific programming

format that appeals to a demographic• Programming formats: Genre of music or

other programming style that characterizes and differentiates radio stations from each other

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Types of Radio Advertising

Network radio Spot radio

Local time

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Buying Radio Time

• Radio day is divided into five dayparts– 6 a.m. to 10 a.m. - Morning drive– 10 a.m. to 3 p.m. - Daytime– 3 p.m. to 7 p.m. - Afternoon (or

evening) drive– 7 p.m. till midnight - Nighttime–Midnight to 6 a.m. - All night

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Buying Radio Time

• Heaviest radio use occurs during drive times

• Ways to fix rates– Based on the daypart chosen– Run-of-station (ROS)– Total audience plan (TAP)

• Average quarter-hour audience (AQH persons

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Average Quarter-Hour Audience

• Average quarter-hour persons estimate expressed as a percentage of the total market population

Average quarter-hour rating

• Station’s audience expressed as a percentage of the total radio listening audience in the area

Average quarter-hour share

• Number of people in the audience multiplied by the number of times an advertisement is delivered to that audience

Gross impressions

• Gross impressions expressed as a percentage of a particular market’s population

Gross rating points

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Advantages and Disadvantages of Radio

Advertising

Advantages

• Reach and frequency• Selectivity• Cost-efficiency• Timeliness• Immediacy• Local relevance• Creative flexibility

Disadvantages

• Limitations of sound• Segmented

audiences• Short-lived and half-

heard commercials• Clutter

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Cume Estimates

• Total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day, or daypart

Cume persons

• Estimated number of cume persons expressed as a percentage of the total market population

Cume rating