Chapter 11

Evaluation of
Media:
Television
and Radio

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 Television Statistics
 Fair & Lovely most advertised brand

 2,400+ minutes of TV spots

 Boishakhi TV top media with 1,700+ minutes of TV ads

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 Advantages of Television
Excellent creativity and impact

High coverage and more cost-effectiveness

High captivity and attention

Selectivity and flexibility

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 Case Study
 Crown Cement TVC

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 Limitations of Television
Costs

Lack of selectivity

Fleeting message

Clutter

Limited viewer attention

• Zipping: Occurs when viewers fast-forward through commercials as they play back a
previously recorded program
• Zapping: Changing channels to avoid commercials

Distrust and negative evaluation

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 Network Advertising
Advantages
 Simplifies the purchase process
Disadvantages
 Cost of advertising on prime time is very high
 Availability of time slots
 Up-front market: Buying period that occurs before the TV season begins
 Scatter market: Buying period that occurs throughout the season

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 Spot and Local Advertising
Advantages
• Offers flexibility to national advertisers
• Growth in syndication

Disadvantages
• Difficult to acquire
• Greater variations in the pricing policies and discount structure of
individual stations
• Station reps: Individuals who act as sales representatives for a number of
local stations in dealings with national advertisers
• Subject to more commercial clutter

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 Network versus Spot
Affiliated stations
that are linked
Network
Purchase transactions
are simplified

Commercials shown
Spot & on local stations
Local
May be local or “national
spot” commercials

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 Syndication
Syndicated programs
• Shows that are sold or distributed on a station-by-station or market-
by-market basis
Types
• Off-network syndication - Reruns of network shows that are bought by
individual stations
• First-run syndication - Shows produced specifically for the syndication
market
• Advertiser-supported or barter syndication
• Shows are sold to stations in return for a portion of the commercial time in the
show
• Offers both off-network and first-run syndicated programs

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 Syndicated Programs
Off-network syndication
Sold and are “reruns”
distributed
station by
station First-run syndications
are also featured

Advertiser-
Programs sold to stations in
supported or return for air time
bartered

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 Methods of Buying Time
Spot
Sponsorship Participations
Announcements

1. Advertiser 1. Participating 1. May be

assumes sponsors purchased
responsibility share the cost by daypart
for the 2. May occur or adjacency
production regularly or
and perhaps sporadically
content
3. Advertiser
2. Sponsor has doesn’t do
control and production
can
capitalize on 4. Participants
a show’s lack control
prestige over content

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 Common Television Dayparts

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 Advertising on Cable Television

Advantages Limitations

1. National, regional, 1. Overshadowed by

and local available major networks
2. Audience
2. Highly selective fragmentation
“narrowcasting”
3. Lacks penetration
3. Low cost in major markets
4. Flexibility

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 Television Audience Measures
Size and composition measured by ratings services

Television household

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

Program rating

• Percentage of TV households in an area that are tuned to a specific

program during a specific time period
• Ratings point: Represents 1 percent of all the television households in a
particular area tuned to a specific program
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 Measuring the TV Audience

Total Program
Audience Rating

Share of Households
Audience Using TV

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 Radio and TV Similarities
Are time oriented media

Are sold in time segments

Both
Both
Media… Have some network affiliates
Media…
Have some independents

Use the public airway

Are regulated by the F.C.C.

Are externally paced media

Are passive, low-involvement

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 Case Study
 Dove RDC

 Speed Energy Drink RDC

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 Advantages of Radio
 Cost and efficiency
 Receptivity
 Selectivity
 Flexibility
 Mental imagery
 Image transfer: Images of a TV commercial are implanted into a radio
spot
 Integrated marketing opportunities
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 Limitations of Radio
Creative limitations

Fragmentation

Chaotic buying procedures

Limited research data

Limited listener attention

Competition from digital media

Clutter

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 Figure 11.7 - Dayparts for Radio

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