Which Media: Print, Television or Radio? Where are the Year Olds Males? Chapter 15. Media Planning: Print, Television, and Radio

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1 Chapter 15 Media Planning: Print, Television, and Radio Where are the Year Olds Males? 1. Smallest audience in prime time TV 2. Far less likely than female counter parts to have heard of a brand from TV. 3. Media organizations (Spike TV, Bravo) creating programming for this target 4. So, where are you? Chapter 14: Media Planning 2 Which Media: Print, Television or Radio? 1. Great ads will fail if the media chosen do not reach the right audiences. 2. Newspapers and magazines have inherent advantages and disadvantages. 3. Broadcast media, TV and radio, also have inherent advantages and disadvantages. Chapter 14: Media Planning 3 1

2 Newspapers Newspapers $48.2 billion spent on newspaper ads in 2004 Ideal for reaching narrow geographic area Facing circulation declines Chapter 15: Print, Broadcast 4 Newspaper Advantages Reach over 50% of households 150 million adults Geographic selectivity Timeliness Creative opportunities Credibility Audience interest Cost Chapter 15: Print, Broadcast 5 Newspaper Disadvantages Limited segmentation Creative constraints Poor reproduction Cluttered environment Short life Chapter 15: Print, Broadcast 6 2

3 Types of Newspapers Target Audience General Population Business Ethnic Geographic coverage Metropolitan area State National Frequency of Publication Daily Weekly Chapter 15: Print, Broadcast 7 Categories of Newspaper Advertising Display Advertising Display advertising Co-op advertising Inserts Preprinted insert Free-standing insert Classified Advertising Chapter 15: Print, Broadcast 8 Costs and Buying Procedures for Newspaper Ads Rate Cards Costs determined by: Size of ad Use of color Size of audience Extent of coverage Space is sold in column inches or SAU sizes Rates lower for ROP (run of paper) rather than preferred position or full position. Chapter 15: Print, Broadcast 9 3

4 Measuring Newspaper Audiences Circulation Paid circulation Controlled circulation Readership Chapter 15: Print, Broadcast 10 Future of Newspapers Survival of newspapers depends on ability to evolve In the future, newspapers will have to: Provide in-depth coverage of local issues Increase coverage of national and international events Provide follow-up reports of news Maintain role as local source for consumer information Become more mainstream in integrated brand promotions relating to new media Chapter 15: Print, Broadcast 11 Magazines Over $12 billion spent for advertising space in magazines annually in U.S. Magazines show diversity as a media class Chapter 15: Print, Broadcast 12 4

5 Magazine Advantages and Disadvantages Advantages Audience selectivity Audience interest Creative opportunities Long life Disadvantages Limited reach and frequency Clutter Long lead times Cost Chapter 15: Print, Broadcast 13 Types of Magazines Consumer publications Men s Journal, Women s Day, Ebony Business publications American Family Physician, Forbes Farm publications Successful Farming, Progressive Farmer Chapter 15: Print, Broadcast 14 Costs and Buying Procedures for Magazines Costs determined by: Circulation Size of ad Use of color Position in publication Rates also vary for: Bleed page Gatefold ad Run-of-paper advertisement Preferred position Chapter 15: Print, Broadcast 15 5

6 Measuring Magazine Audiences Rates are based on guaranteed circulation Stated minimum number of copies that will be delivered to readers Publishers also estimate pass-along readership Estimates are verified by Audit Bureau of Circulations Chapter 15: Print, Broadcast 16 Future of Magazines Last 15 years a roller coaster for magazines Currently: revenues and ad pages are up Advertisers find magazines useful Continued success requires Adapting to new media options A robust environment for mergers and acquisitions in the industry Chapter 15: Print, Broadcast 17 Television For many TV defines what advertising is In 2004 advertisers spent $68 billion on television Many more billions are spent on commercial production Chapter 15: Print, Broadcast 18 6

7 Television Categories Network television Cable television Syndicated television Off-network syndication First-run syndication Barter syndication Local television Satellite and closed-circuit television Chapter 15: Print, Broadcast 19 Advantages of Television Advantages Creative opportunities Coverage, reach, and repetition Cost per contact Audience selectivity narrowcasting Chapter 15: Print, Broadcast 20 Disadvantages of Television Disadvantages Fleeting message High absolute cost Poor geographic selectivity Poor audience attitude and attentiveness DVR/TiVo Clutter Chapter 15: Print, Broadcast 21 7

8 Buying Procedures for Television Advertising Sponsorship Participation Spot advertising Choosing a day-part Morning Daytime Early fringe Prime-time access Prime time Late news Late fringe Chapter 15: Print, Broadcast 22 Measuring Television Audiences Source for network and local audience information: A. C. Nielsen Arbitron provides network information Chapter 15: Print, Broadcast 23 Measures of TV Audiences Television households Number of households in a market owning a television Households using television (HUT) Number of households tuned to a TV program in a time period Chapter 15: Print, Broadcast 24 8

9 Measures of TV Audiences Program Rating Percentage of TV households in a market that are tuned to a program during a time period Program rating = TV households tuned to a program Total TV households in the market X Files rating = 19,500,00 95,900,00 = 20 rating Chapter 15: Print, Broadcast 25 Measures of TV Audiences Share of Audience Proportion of households using television (HUT) in a specific time period that are tuned to a program Program Share = TV households tuned to a program Total TV households using TV CSI Miami = 19,500,00 65,000,000 = 30 share Chapter 15: Print, Broadcast 26 Future of Television Future appears exciting Interactive era will affect TV as an advertising medium DVRs increase viewer satisfaction but may compromise advertising Increase in direct broadcast by satellite HDTV Massive consolidation of media companies Chapter 15: Print, Broadcast 27 9

10 Radio Radio categories Radio networks Radio syndication AM versus FM Satellite radio Types of radio ads Local spot radio Network radio advertising National spot radio advertising Chapter 15: Print, Broadcast 28 Radio Advantages and Disadvantages Radio advantages Cost Reach and frequency Target audience selectivity Radio disadvantages Poor audience attentiveness Creative limitations Flexibility and timeliness Creative opportunities Fragmented audiences Chaotic buying procedures Chapter 15: Print, Broadcast 29 Buying Procedures for Radio Advertising Ad time may be purchased from networks, syndications, or local radio stations About 80% is placed locally Radio has five basic day parts Morning drive time Daytime Afternoon/evening drive time Nighttime Late night Chapter 15: Print, Broadcast 30 10

11 Measuring Radio Audiences Average quarter hour persons Average number of station listeners in a 15- minute segment Average quarter-hour share Percentage of total radio audience listening to a station during a specified 15-minute segment Average quarter-hour rating Audience during a quarter-hour expressed as a percentage of the measurement area population Cume Total number of different people who listen for at least five minutes in a 15-minute segment Chapter 15: Print, Broadcast 31 The Future of Radio Subscription radio/satellite Emerging technologies and new media Consolidation Chapter 15: Print, Broadcast 32 11

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