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56 Cards in this Set
- Front
- Back
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Broadcast TV
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Television sent over airwaves as opposed to over cables.
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Cable TV
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Television signals carried to households by cable and paid by subscription.
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Digital Recorder DVR
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A device (such as TiVo) that is similar to a VCR, but records programs on a hard drive in digital format, providing high-quality image and sound and the ability to pause live TV.
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Networks
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Any of the national television or radio broadcasting such as ABC, CBS, NBC, or Fox, Networks offer the large advertiser convenience and efficiency because the message can be broadcast simultaneously throughout the country.
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Sponorship
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The presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials.
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Particpation
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Several advertisers share the sponsorship of a television program. A "participating" advertiser has no control of the program content. Partnership commitment is usually limited to a relatively short period.
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Spot Announcements
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An individual commercial message run between two programs but having no relationship to either. Spots may be sold nationally or locally. They must be purchased by contacting individual stations directly.
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Inventory
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Commercial time available to advertisers.
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Off-Network Syndication
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The availability of programs that originally appeared on networks to individual stations for rebroadcast.
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First Run Syndication
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Programs produced specifically for the syndication market.
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Barter Syndication
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Marketing of first-run television programs to local stations free or for a reduced rate because some of the ad space has been pre-sold to national advertisers.
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Program-length Advertisement
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A long format television commercial that may run as long as an hour, also called an infomercial.
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Informercial
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A long TV commercial that gives consumers detailed information about a product or service.
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Product Placements
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Paying a fee to have a product prominently displayed in a movie or TV show.
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Rating Services
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These services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of the viewers or listeners.
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Sweeps
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the four, month-long periods each year when rating services measures all TV markets for station viewing habits and demographic information for the purpose of setting advertising rates. Sweep months are February, May, July, and November.
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Designated Market Areas
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The geographical areas from which TV stations attract most of their viewers.
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TV day-parts
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Early Morning: 6am-9am
Daytime: 9am-4:30pm Early Fringe: 4:30-7:30 Prime Access:7:30-8pm Prime Time: 8p-11p Late News: 11pm-11:30 Late Night: 11:30-2am |
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Prime Time
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Highest level of Tv viewing (8pm-11pm)
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Audience share
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Computed by dividing the TVHH by the # of households with a TV turned on, which calculates the percentage of homes with TV sets in use (HUT) tuned to a specific program.
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Total Audience
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The total number of homes reached by some portion of a TV program. this figure is normally broken down to determine the distribution of audience into demographic categories.
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Audience Composition
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The distribution of an audience into demographic or other categories.
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Gross Rating Points
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The total audience delivery or weight of a specific media schedule. One rating point equals 1 percent of a particular market's population.
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Cost per rating point (CPP)
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A computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience. The CPP is determined by dividing the cost of the show by the show's expected rating.
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Cost per Thousand (CPM)
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A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of media vehicles. Computed by dividing the cost of advertisement by the total target audience divided by 1,000, which provides the CPM.
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Day-part Mix
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A media scheduling strategy based on a specific combination of broadcast time segments.
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TV Households (TVHH)
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the number of households in a market area that own television sets.
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Households Using TV (HUT)
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The percentage of homes in a given area that have one or more TV sets turned on at any particular time. If 1,000 TV sets are in the survey and 500 are turned on, the HUT figure is 50%.
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Program Rating
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The percentage of TV households in an area that are turned into a specific program. Computed by dividing the TVHH tuned in to a specific channel by the total TVHH in that area. (TVHH= The # of households that own TV's)
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Preemption Rate
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Lower TV advertising rates that stations charge when the advertiser agrees to allow the station to sell its time to another advertiser willing to pay a higher rate.
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Affidavit of Performance
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A signed and notarized form sent by a TV station to an advertiser or agency indicating what spots ran and when. It is the station's legal proof that the advertiser got what was paid for.
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Make-Goods
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TV spots that are aired to compensate for spots that were missed or run incorrectly.
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Imagery Transfer
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The process by which visual elements of a TV commercial are transferred into the consumer's mind by using a similar audio track in it radio counterpart.
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Programming Formats
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The genre of music or other programming style that characterizes and differentiates radio stations from each other (i.e. Country or Rock stations).
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Satellite Radio
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A proprietary, subscription-based method of broadcasting digital audio programs via satellite.
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Network Radio
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Provides national and regional advertisers with simple administration and low effect net cost per station.
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Total Audience Plan (TAP)
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A radio advertising package rate that guarantees a certain percentage of spots in the better day-parts.
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Spot Radio
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National advertisers' purchase of airtime on individual stations. Buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, and copy.
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Local Time
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Radio spots purchased by a local advertiser.
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Drive Times
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The morning and afternoon hours when the number of radio listeners in the highest. Coinciding with rush hour, drive times are usually Monday-Friday at 6-10am and 3-7pm.
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Run of Station (ROS)
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Leaving placement of radio spots up to the station in order to achieve for a lower ad rate.
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Average Quarter-Hour Audience (AQH persons)
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A radio term referring to the average number of people who are listening to a specific station for at least 5 minutes during a 15-minute period of any given day.
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Average Quarter-Hour Rating
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The average quarter-hour persons estimate expressed as a percentage of the total market population. Computed by dividing the # of people listening during a 15 minute period by the local population time 100.
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Cume Rating
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The estimated number of cume persons expressed as a percentage of the total market population.
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Average Quarter-Hour Share
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The radio station's audience (AQH persons) expressed as a percentage of the total radio listening audience in the area. Computed by dividing # of people listening for one station divided by the number of people tuning in during a 15 minute period for all stations.
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Gross Impressions
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The number of people in the audience during a 15 minute period multiplied by the number of times an advertisement is delivered to that audience.
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Gross Rating Points
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Gross impressions expressed as a percentage of a particular market's population. Computed by dividing gross impressions by the population times 100
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Cume Persons
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The total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day, or day-part.
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Radio Day-parts
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Morning Drive: 6am - 10am
Daytime: 10am - 3pm Afternoon: 3pm - 7pm Nighttime: 7pm - Midnight All Night: Midnight - 6am |
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Pros of Radio Advertising
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Reach and frequency
Selectivity Cost Efficiency Timeliness Immediacy Local Relevance Creative Flexibility |
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Cons of Radio Advertising
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Limitations of Sound
Segmented Audiences Short lived and half heard commercials Clutter |
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Cume Ratings
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The estimated number of cume persons expressed as a percentage of the total market population. Computed as the number of cume persons listening during a 5 minute period times 100, and divided by the total local population.
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Pros of Broadcast TV
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Mass coverage
Relatively low cost per exposure Some selectivity (day part, location) Impact Creativity Prestige Social Dominance |
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Cons of Broadcast TV
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High production costs
High airtime costs Limited selectivity if looking for small, local market Short commercials are easily forgotten DVR's used to fast-forward through ads |
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Pros of TV advertising
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Specialized programming aimed at specific interests
Favorable audience demographics Low Costs Flexibility of length of commercials Testability of new ads (frequency, copy impact, and media mixes) |
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Cons of TV advertising
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Limited reach to those who have cable
Fragmentation of channels, where viewers watch many different channels - requires ads on multiple channels Poor production quality compared to broadcast TV Viewers constantly flipping channels |
