Questions and Answers
What are the advantages of TV as an advertising medium?
What are the disadvantages of TV as an advertising medium?
Television is a selective medium for advertising.
False
What is network advertising?
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What are affiliates in the context of TV networks?
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What are up-front and scatter markets in TV advertising?
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What is spot advertising?
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Define narrowcasting.
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What is Nielsen Media Research?
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What are ratings points?
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What do dayparts refer to?
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Sweeps periods are used for audience measurement.
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The most heavily watched TV time segment is ______.
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What factors influence TV ad rates?
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What does clutter refer to in advertising?
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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.
Ratings vs. Share
- 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.
