ADVT 250 1st Edition Lecture 11*Magazines, Newspapers, Television, and Radio are measured media.*Outline of Last Lecture I. MagazinesII. NewspapersOutline of Current Lecture I. TelevisionII. Radio Current LectureI. Television 1.) Advantages of TV:- Household Penetration: 98% of people have a TV- Large Audience- Individual Viewing: Allows for more targeted messages.- Creative Flexibility: incorporates video, color, sound- Reach of all Demographic Groups: Hardest to reach 16- 21 year olds because theybecome much more social - Prestige: if you can afford to be on TV then typically you are a legitimate business.2.) Disadvantages of TV:- Cost: Very expensive- Clutter: because the media makes money off selling advertisements, they are selling more and more ads. They are cutting down TV shows length. So your message has to compete with other messages. - Fleeting Message: It happens and it’s gone. It’s not like print, you can go back andreference it. - Commercial Avoidance by some: happening a lot now. These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.3.) Types of TV Buys:- National: (reach the national audience). - Network, Cable, Syndicated- Local: (reach a local audience).- Local Station, Local Cable system.4.) Network TV: ABC, CBS, NBC, CW, FOX entertainment- Fastest way to reach a large number of people. However, Viewership is down, butthe prices are still going up. 5.) Networks: Provide programming to affiliate stations in various markets. ABC, CBS, NBC, newest= FOX. These original stations were transferred through the air, but were not strong enough to be sent through the air to the rest of the country. So your local stations broadcast the shows. – WBIR, WATE, etc. They share the profits. They run local and national ads. 5.) Syndicated: Wheel of Fortune, Oprah, Jeopardy, Ellen, reruns, etc. They deliver large numbers of viewers, at a better price. Doesn’t play at same time in every market. A showcan be syndicated and network. The new episodes are played on the network, the rerunsare ran through syndication as a cheaper price.6.) Cable: ESPN, HGTV, Travel Channel, CNN, etc. Independent businesses that deliver their product via cable or satellite without a local affiliate station. This gave the opportunity for many many more channels. - Cable Advantages: Targeting, Lower costs per ad, usually cost efficient (CPM), Easy to build frequency, upscale audience (because you have to pay for cable)- Cable Disadvantages: Fragmented Audiences, Hard to build reach (number of different people that view it in a month), less than full National Coverage for many options.7.) Local Buys: Is called Spot Television. Local businesses buy from local stations or local cable systems. National or regional advertisers buy from rep firms (like an agent that puts together the advertising package that coke wants so that they can reach more stations in the south east because going to each local station would be too time consuming.) Ex: Spot tv would allow Coke to buy MORE ads in the south east because our main audience is there. 8.) Rating and Share: TV audience measurement done by Nielsen. They do it by diary which is where a family will record everything they watch and turn it in for pay ($1). Or they put a meter in your TV that keeps track of what you’re watching.9.) Rating: Number of households watching a program out of all households in the market. How to calculate ratings:10.) Share: Number of households watching a program out of all households using television at that time. How to calculate share:I. Radio1.) 75% of all radio advertising is local, Buying formats/stations -- not specific programs. Narrow audience segments, perishable time (once the ad is played its gone.)2.) Advantages of radio:- Targeting (ex: buy country radio to reach Bass Pro Shop customers.)- Frequency- Support Medium- In the Marketplace- Flexibility- Higher summer exposure3.) Disadvantages of radio:- Clutter- Fleeting Message- ‘Background’ noise- Loss of audience to other options4.) Radio Day Parts:- 6am- 10am = drive time (most desirable, most expensive)- 10am-3pm = day time- 3pm-7pm = pm drive (next most expensive time)- 7pm- 12am = nighttime- 12am – 6am = all night/ late night5.) Ratings: Average Quarter Hour Estimate.- Estimated # of people listening to a station at least 5 minutes during a 15-minute period. 6.) Cume (accumulation of quarter hour estimates)= Percentage of different people listening to a station during a day part. 7.) Ration Rations: are done by Arbitron and they use a diary