Chapter 11

Evaluation of Media:
Television and Radio

Nazia Choudhury
Lecturer
School of Business
ULAB
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Advantages of Television

1. Creativity and • the interaction of sight and sound offers

tremendous creative flexibility and opportunities
Impact for the advertising message

2. Coverage and • TV can reach large audiences cost effectively

Cost-Effectiveness

3. Captivity and • commercials impose themselves on viewers as they

watch their favorite programs and are likely to be
Attention seen unless some effort is made to avoid them

4. Selectivity and • audiences vary by program content, broadcast

time, and geographic coverage; cable television
Flexibility offers additional selectivity
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Limitations of Television

1. Fleeting • most TV commercials are 30

seconds or less and leave consumers
Messages with nothing tangible to examine

• expense of buying airtime and costs

2. Cost of producing TV commercials is high

3. Low • offers some selectivity, but not very

Selectivity selective for smaller target markets
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Limitations of Television

• a problem because of shorter and an

4. Clutter increased number of commercials

5. Distrust and • the pervasiveness of TV commercials

Negative and their intrusiveness as well as
content creates problems
Evaluation

6. Limited • viewers avoid commercials by

zipping and zapping or simply by not
Attention paying attention to them
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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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Syndicated Programs

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

Advertiser
supported or Programs sold to stations
bartered in return for air time
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Methods of Buying Time

Spot
Sponsorship Participations
Announcements

1. Advertiser 1. Participating 1. Bought from

assumes sponsors share local stations
responsibility the cost 2. Ads generally
for the 2. May participate appear
production and regularly or during time
perhaps sporadically periods
content
3. Advertiser isn’t adjacent to
2. Sponsor has responsible for network
control and can production programs,
capitalize on a rather than
show’s prestige 4. Participants lack within them
control over
content
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Weekday Television Dayparts

Early Morning 5:00-9:00 a.m.

Daytime 9:00 a.m.-3:00 p.m.

Early Fringe 3:00 p.m.-5:00 p.m.

Early News 5:00-7:00 a.m.

Prime-Time Access 7:00 p.m.-8:00 p.m.

Prime Time 8:00 p.m.-11:00 p.m.

Late News 11:00-11:30 p.m.

Late Fringe 11:30-2:00 a.m.

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Cable Television (CATV)

Characteristics Advantages Limitations

1. National, regional, 1. Highly selective 1. Overshadowed by

and local available “narrowcasting” major networks
2. Targets specific 2. Reaches specialized 2. Audience is
geographic areas markets fragmented
3. Low cost and 3. Lacks penetration
flexibility in major markets
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Measuring the TV Audience

1. Television • number of households that own a TV

households
2. Program • percentage of TV households in an area that
are tuned to a specific program during a
Rating specific time period.

3. Households • percentage of homes in a given area where TV

using TV is being watched during a specific time period

4. Share of • percentage of households using TV in a specified

Audience time period that are tuned to a specified program

5. Total • the total number of homes viewing any five-

Audience minute part of a telecast
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Advantages of Radio

Cost and Efficiency

Receptivity

Selectivity

Flexibility

Mental Imagery

Integrated Marketing
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Limitations of Radio
Creative Limitations

Audience Fragmentation

Chaotic Buying

Limited Research Data

Limited Listener Attention

Digital Media Competition

Clutter
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Buying Radio Time

Three national networks
Network Over 100 regional/area networks
Radio
A multitude of syndicated programs

About 20% of all spots

Allows great flexibility, targeting

Spot
Radio
Purchase transaction can be difficult

Local Nearly 80% of advertisers are local

Radio Local CATV is becoming competitive
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Dayparts for Radio

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