Media Characteristics II: Broadcast Media JMC 222 Media Planning Department of Media & Communication Hanyang University
Categories Network television A television network is a distribution network for television content whereby a central operation provides programming for many television stations (e.g., KBS, MBC, SBS) Cable television Local television Individual TV stations licensed by the government to broadcast within a geographic region
Syndicated Syndication The sale of the right to broadcast programs to multiple stations without going through broadcast network Off-network syndication First-run syndication Syndicated programs are sold for cash Barter syndication (with ad pre-sold) Syndicated programs are exchanged with airtimes, which are sold by syndicators to advertisers
Dayparts Early morning ~ 5:30am 10am Daytime ~ 10am 3pm Early fringe/news ~ 4:30 7:30pm Prime access ~ 7:30 8pm Prime ~ 8 11pm Late News ~ 11 11:30pm Late fringe ~ 11:30 1am Late night ~ 1am sign off
Dayparts & Audiences Morning has a HUT of less than 10 and less than 5% of men watch at this time. Prime time has a HUT of about 60, and attracts about 40% of the men in the population. Buying TV ad Sponsorship ( brought to you by ) Program ad (ads before or after-the-program; 15 sec.) Spot advertising (ads between programs; 20-30 sec.) Subtitle advertising (ads shown in ¼ of the screen)
Buying TV Ad Network buys Upfront buy: A method for purchasing commercial time in advance of the air-dates of the programs for a protracted period, such as for a one-year schedule. Scatter Buy: A method for buying defined periods (e.g., a quarter) and the particular shows on which ads will be aired is often left to the media. Opportunistic Buy: Purchase of commercial time from one or more programs, generally made close to air-date. Run-of-station (ROS)
Buying TV Ad (cont d) Spot buys Long-term/scatter buy Dayparts packages Specific programs Run-of-station (ROS) Ad scheduled throughout the day and night at the discretion of the station/network, not by the advertiser (less costly)
How broadcast ad cost is made up (in Korea) Ad Cost (100%) Broadcast Media Development Fund ( 6%) Media Cost ( 81%) Commission ( 14%) Agency Commission (11%) KOBACO Operation Cost (2%) Tax & Others (1%)
Advantages Sight and sound for dynamic selling Flexibility of coverage Both national and local coverage Cost efficiency Relatively low CPM due to the large volume of audience delivered Audience selectivity Precisely defined target audience (e.g., Cable TV - Narrowcasting)
Disadvantages Fleeting message Low attention and involvement Short-lived messages High absolute cost Production/distribution cost is very high Highly cluttered environment Fragmented audiences and small coverage Cable TV s limitations
Radio Radio Categories Network radio (e.g., KBS-FM, MBC-FM, CBS-AM) Unwired networks Stations networked by sales organizations Spot radio Spot refers to the purchase of commercial time on local (radio or TV) stations on a market-by-market basis as opposed to network (national) purchases
Radio Advantages Reach of special target audiences High frequency Supporting medium Excellent for mobile populations High summer exposure Flexible coverage (national and local)
Radio Disadvantages Poor audience attentiveness Creative limitations Fragmented audiences (too many stations!) Short life of messages No catalog value Chaotic buying procedures Difficult to generalize about costs
Radio Radio Dayparts Morning drive ~ 6:00am 10am Midday ~ 10am 3pm Afternoon drive ~ 3 7:00pm Evening ~ 7pm midnight Overnight ~ midnight 6:00am Types of Radio Advertising Local spot radio advertising (80% of total) Network radio advertising National spot radio advertising
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