ADPR 3100 1nd Edition Lecture 13 Outline of Previous Lecture I Cost effectiveness II Print recap III Radio a AQH Outline of Current Lecture I Radio Recap II TV a Strengths and limitations b Categories c ratings Current Lecture Totals for a single radio buy o GRPs o GI gross impressions AQH rating x number of spots bought on a particular station AQH persons x number of spots bought on a particular station Verification that radio station has reach o Arbitron Inc 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 Listener diaries in 300 local markets Portable people meter Gathers data electronically and sends to Arbitron Mobile device worn by listeners Radar Diaries PPM for national ratings Radio o Localizes segmented markets o Cost efficient o Supplemental medium o Particularly effective with newspapers for local campaigns Large mass markets are unreachable Television Video o Mccarthy era adverisers choose to exercise influence o Popular quiz shows were fixed based on pressures exerted on production company from the advertisers TV has high reach frequency and cost impression TV in 99 of all households across US Drawbacks o Clutter 1 4 ads many 15secs o Audience smaller fragmented lower income o Cost for ads and for ad time Ephemeral message requires higher frequency Strengths o High reach as a medium not per show o 99 of all households o Creative flexibility color sound motion o Delivers large national markets o Increasingly delivers national niche markets Best uses o National campaigns addressing large markets Brand message Categories network o New shows o National advertisers buy time from national network o Network sends to all network affiliates to show Categories Spot o New shows o National or local advertisers o Buy from individual local stations shown only on those stations Categories Syndication o Reruns or non network programming o Buy from individual local stations Ratings Audience units o Split watchers into units o Tv household o o A residence with at least one TV in it Number of people and tvs there does not matter HUT Household using television Tv is actively ON Subset of tv household Rating size how many TV households are tuned to this particular show o programs tv households x 100 rating total tv households i e rating of 8 means 8 of tv households aretuned market Share popularity Measure of what percentage chooses one show verses competitors what proportion are tuned to a specific show HUT watching a program x 100 share total HUT market Totals for a single TV buy o GRPs o GI Gross impressions Rating x number of spots bought on a particular show Persons x of spots bought on a particular show Cost effectiveness of all buys o per GRP o per GI total cost of TV buys GRPs delievered by TV buys total cost of TV buys G I sdelievered by TV buys Increasingly a niche medium o 1950s 1980s o 3 national broadcasting networks 1908s and beyond Cable Satellite networks Program recording
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