Broadcast Media Notes
BROADCAST MEDIA
Upfront costs- costs of buying media spots as new season begins
Media planner- calculates CPM
Broadcast TV
Advantages
Gives you reach, unlike Cable TV
On the other hand, Cable gives you selectivity more so than Broadcast mass coverage impact creativity prestige can be cost efficient authoritative, influential, exciting
Disadvantages
limited selectivity high production cost high media placement cost brevity (brief exposure, short shelf life) clutter zapping (changing channels to avoid ads)
Cable TV
Advantages
Selectivity (ie. animal planet, ESPN, food network, etc.) audience demographics (ppl who watch cable are younger & more affluent, aka more attractive to the advertiser) flexibility low cost (relative to broadcast) infomercials shown here
Disadvantages
audience fragmentation limited reach somewhat lower quality ads zapping Types of TV Advertising Purchases (giving up control for lower cost)
Sponsorship:
advertiser underwrites the total cost of a program, including content and production
+ maximum advertiser control
- prohibitively expensive
Co-sponsorship
multiple advertisers sponsor a program
+ splitting the cost, not giving up too much control if partnering with a “buddy”
Participation
*most common way advertisements are purchased several advertisers buy ad segments within a program
“brought to you by… lots of advertisers”
+ significantly lowered the cost
- given up a ton of control spot ads run between programs in clusters; can be concentrated in specific regions; more difficult to purchase
+ can be bought regionally syndication 1. off-network reruns of old, popular shows sold to individual locals stations for re-broadcast
2. first-run original programming sold to individual local stations for broadcast ie. Oprah show
3. barter either off-network or first run with some ad positions pre-sold to prominent national advertisers
Program lengths ads (infomercials) product demonstrations, brand differentiation immediate response
measureable
Upfront costs- costs of buying media spots as new season begins
Media planner- calculates CPM
Broadcast TV
Advantages
Gives you reach, unlike Cable TV
On the other hand, Cable gives you selectivity more so than Broadcast mass coverage impact creativity prestige can be cost efficient authoritative, influential, exciting
Disadvantages
limited selectivity high production cost high media placement cost brevity (brief exposure, short shelf life) clutter zapping (changing channels to avoid ads)
Cable TV
Advantages
Selectivity (ie. animal planet, ESPN, food network, etc.) audience demographics (ppl who watch cable are younger & more affluent, aka more attractive to the advertiser) flexibility low cost (relative to broadcast) infomercials shown here
Disadvantages
audience fragmentation limited reach somewhat lower quality ads zapping Types of TV Advertising Purchases (giving up control for lower cost)
Sponsorship:
advertiser underwrites the total cost of a program, including content and production
+ maximum advertiser control
- prohibitively expensive
Co-sponsorship
multiple advertisers sponsor a program
+ splitting the cost, not giving up too much control if partnering with a “buddy”
Participation
*most common way advertisements are purchased several advertisers buy ad segments within a program
“brought to you by… lots of advertisers”
+ significantly lowered the cost
- given up a ton of control spot ads run between programs in clusters; can be concentrated in specific regions; more difficult to purchase
+ can be bought regionally syndication 1. off-network reruns of old, popular shows sold to individual locals stations for re-broadcast
2. first-run original programming sold to individual local stations for broadcast ie. Oprah show
3. barter either off-network or first run with some ad positions pre-sold to prominent national advertisers
Program lengths ads (infomercials) product demonstrations, brand differentiation immediate response
measureable