TV Advertising: Advantages and Disadvantages

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Questions and Answers

What are the advantages of TV as an advertising medium?

High absolute costs

Limited viewer attention

Cost-effective mass coverage (correct)

Tremendous creativity and impact (correct)

What are the disadvantages of TV as an advertising medium?

High absolute costs (correct)

Varied viewing options

Dependable audience

Limited viewer attention (correct)

Television is a selective medium for advertising.

False

What is network advertising?

Network advertising is when a network assembles a series of affiliated local TV stations for national coverage. Signup and view all the answers

What are affiliates in the context of TV networks?

Affiliates are local TV stations that agree to air network shows and run national ads. Signup and view all the answers

What are up-front and scatter markets in TV advertising?

Up-front market occurs before the TV season begins Signup and view all the answers

What is spot advertising?

Spot advertising refers to commercials purchased directly from local TV stations. Signup and view all the answers

Define narrowcasting.

Narrowcasting is reaching a specialized market through programming aimed at specific target audiences. Signup and view all the answers

What is Nielsen Media Research?

Nielsen Media Research is the primary source of TV audience information. Signup and view all the answers

What are ratings points?

Rating points measure TV viewing audiences, where one point equals 1 percent of TV households tuned to a program. Signup and view all the answers

What do dayparts refer to?

Time segments for selling advertising Signup and view all the answers

Sweeps periods are used for audience measurement.

True Signup and view all the answers

The most heavily watched TV time segment is ______.

prime time Signup and view all the answers

What factors influence TV ad rates?

Audience ratings Signup and view all the answers

What does clutter refer to in advertising?

Clutter refers to the amount of advertising in a medium that competes for viewer attention. Signup and view all the answers

Study Notes

Advantages and Disadvantages of TV Advertising

Advantages include high creativity and impactful messaging, cost-effective mass coverage, and the ability to adjust messages for different market areas.
Disadvantages involve high costs, fleeting ad messages, viewer distractions (zipping and zapping), and a general distrust in advertisements.

Selectivity in TV Advertising

TV is generally nonselective, making it tough to reach specific market segments.
Some selectivity is achievable through audience variations based on content, broadcast time, and geographic coverage.
Targeted advertising can occur based on interests such as sports or news, although larger markets may complicate geographic selectivity.

Types of TV Advertising

Network advertising involves a series of affiliated local stations, providing national coverage and simplifying transactions for large advertisers.
Spot and local advertising allow ads on local TV, which can support both national and local firms targeting geographic markets.

Networks and Affiliates

Networks connect with local affiliates to air shows and run national ads while allowing affiliates to sell ads during non-network times.
Major traditional networks include NBC, ABC, Fox, and CBS.

Up-Front vs. Scatter Market

Up-front market consists of prime-time spots sold before the season starts, offering cancellation options and lower prices.
Scatter market provides buying opportunities throughout the TV season.

Spot Advertising

Spot advertising involves commercials purchased directly from local stations at lower rates than network advertising.
This strategy is used to target specific regions effectively, with a distinction between national and local spot advertising.

Types of Syndication

Syndicated programs are produced for local stations and often have lower costs.
Off-network syndication includes reruns, while first-run syndication covers shows made specifically for syndication.

Sponsorships vs. Participations

Sponsorships give advertisers control over program production and content, allowing for brand alignment with quality programming.
In participation, multiple advertisers buy time on a single program without financial responsibilities for the show's content.

Adjacencies

Adjacencies are spots purchased next to network programs, often used by major advertisers without a consistent network schedule.

Advantages and Disadvantages of Cable TV Advertising

Advantages include high selectivity, lower costs, and flexibility in targeting specific markets.
Disadvantages consist of overshadowing by major networks, audience fragmentation, and limited reach in large markets.

Narrowcasting vs. Broadcasting

Narrowcasting targets specific audiences through tailored programming, common in cable networks.
Broadcasting reaches a broad audience without segmentation.

Program ratings indicate the percentage of all TV households tuned to a show during a specific period.
Share represents the percentage of households using TV that are tuned in to a specific program.

Nielsen

Nielsen Media Research provides pivotal data on network and local TV audiences, using sampled homes to project total viewing trends.

Rating Points

One rating point equals 1% of all television households tuned to a program, serving as a standard measurement.

Dayparts

Dayparts divide the day into segments for selling ad time; prime time (8-11 p.m.) attracts the largest viewership, commanding higher ad rates.

Sweeps

Sweeps periods are established months when audience measurements are taken, influencing program scheduling and ad pricing.

Designated Market Areas (DMAs)

DMAs are geographic areas used by Nielsen to assess audience sizes, consisting of nonoverlapping groups of counties.

TV Ad Rates

Ad rates depend on TV ratings and audience size for specific programs.

Most Watched Dayparts

Prime time, especially 8:30 to 9 p.m., is noted as the most heavily viewed half-hour.

Nielsen C3 Ratings

C3 ratings measure commercial viewership includes ads viewed live and within three days via DVR.

Households Using Television (HUT) Level

HUT indicates the percentage of homes watching TV during a defined time, crucial for calculating audience share.

Total TV Households (Universe Estimate)

A TV household is defined as a home with at least one operable TV, with national estimates around 1,116,000.

Clutter

Clutter refers to the volume of ads during commercial breaks, which can reduce the effectiveness of individual messages, exacerbated by network promotions and increased ad time.

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Description

Explore the various advantages and disadvantages of TV advertising, including its creative potential and high costs. Understand the challenges of reaching specific target audiences and the types of advertising available on television.