Broadcast Media

Broadcast Media

•    Transmit sounds or images electronically

•    Include radio and television

•    Broadcast engages more senses than reading and adds audio as well as motion for television

Radio

Structure of the Industry

•      AM/FM

•      Public radio

•      Cable radio

•      Satellite radio

•      LPFM

•      Web radio

Radio Advertising

•      Relies on the listener’s mind to fill in the visual element

•      Delivers a high level of frequency

•      Radio commercials led themselves to repetition

The Radio Audience

•      Station fans

–    Largest segment of radio listeners

–    A clear preference for one or two stations

•      Radio fans

–    May listen to four or five stations per week

–    Show no preference for one particular station

•      Music fans

–    People who listen exclusively for the music being played

•      News fans

–    Choose stations based on a need for news and information

–    Have one or two favorite stations

Measuring the Radio Audience

•      Dayparts

–   Typical radio programming day is divided into five segments called dayparts

•      Coverage

–   The number of homes in a geographic area that are able to pick up the station clearly

•      Ratings

–   The percentage of homes actually tuned in to a particular station

Radio

Advantages

•      Target audience

•      Affordability

•      Frequency

•      Flexibility

•      Mental imagery

•      High level of acceptance

Disadvantages

•      Listener inattentiveness

•      Lack of visuals

•      Clutter

•      Scheduling and buying difficulties

•      Lack of control

Television

•      Television advertising is embedded in television programming

•      Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences

Programming Options

•     Specialty television

•     Pay-per-view

•     Program syndication

•     Interactive television

•     High-definition TV

•     Digital Video Reorders

Television Advertising

•    Sponsorships

•    Participations

•    Spot announcements

•      Advertiser assumes total financial responsibility for producing the program and providing the commercials

•      Advertiser can control the content and quality of the program and the placement and length of commercials

Television Advertising

•    Sponsorships

•    Participations

•    Spot announcements

•      Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program

•      Provides more flexibility in market coverage, target audiences, scheduling, and budgeting

Television Advertising

•    Sponsorships

•    Participations

•    Spot announcements

•      Commercials that appear in the breaks between programs

•      Local affiliates sell these to advertisers who want to show their ads locally

Measuring the Television Audience

•      Rating points

–    The percentage of all the households with television tuned into a particular program

•      Share of audience

–    The percentage of viewers based on the number of sets turned on

•      Gross Rating Points

–    The sum of the total exposure expressed as a percentage of the audience population

•      People meters

–    Record what television shows are being watched, the number of households watching, and which family members are viewing

Television

Advantages

•      Pervasiveness

•      Cost efficiency

•      Impact

Disadvantages

•      Production costs

•      Clutter

•      Wasted reach

•      Inflexibility

•      Intrusiveness

Film and Video

•      Trailers

•      Videocassette and DVD distributors also placing ads before movies

•      Promotional video networks in stores, offices, truck stops, etc.

Advantages

•      Play to a captive audience

•      Attention level is higher than for almost any other form of commercials

Disadvantages

•      Captive audience resents intrusion of ads

Product Placement

•      When a company pays to have verbal or visual brand exposure in a movie or TV program

Advantages

•      Demonstrates product usage in a natural setting by celebrities

•      Catches audience when resistance to ads is low

Disadvantages

•      May not be noticed

•      Not a match between product/movie/audience

Using Broadcast Advertising

Use Radio If…

•      Local business

•      Highly targeted audience

•      Small budget

•      Timing consideration

•      Align interests with program

•      Personal message with human voice

•      Works in musical form or strong in mental imagery

•      Need reminder message

Use Television If…

•      Want wider mass audience

•      Align interests with program

•      Good budget

•      Product needs both sight and sound

•      Prove something to audience

•      Halo effect

•      Create or reinforce brand image and personality

Using Broadcast Advertising

Use Movie Ads If…

•      National brand

•      Have budget to do high-quality commercials

•      Want to associate brand with movie stars

•      Movie audience matches brand’s target audience

•      Substantial visual impact and quality production

Use Placement If…

•      Want to associate brand with stars and story

•      Viewing audience matches brand’s target audience

•      Natural fit between product and storyline

•      Opportunity for brand as star

•      Appeals to stakeholders

•      Supporting ad campaign

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