We will keep a JOURNAL of key concepts and main ideas throughout the semester in our modules. Please write in at least 200 to 400 words an analysis of the most significant findings you learned in the chapter readings and discuss the ratings and viewing audience demographic of a favorite t.v. show on prime time. Include analysis of the commercials run during the show and how they can effectively obtain a measureable response from the audience. Read Chapter 12 in the 8th edition ‘Successful Direct Marketing Methods’ by Bob Stone and Ron Jacobs
Always include APA citation links for your assignments.
Rating – A measure of the share of Households viewing a T.V. show or Radio Show. Usually 1 Rating Point = 1.1 Million Homes
Audience Share – The percent of television sets or radios tuned to a specific show
Reach – The number of Homes that sees a Commercial in a given time slot.
Frequency – How many times a viewer sees a Commercial over a number of weeks.
Television has two types of programming, Network/Broadcast and Cable. The newest challenges are Netflix and Amazon Prime content available on user’s Mobile Phones and Tablet devices. This is a direct marketer’s dream to capture their target audience. In addition, Gen Z prefers streaming their favorites on Hulu, Disney, or Wowza and other livestream videos such as Vimeo livestream, Kaltura, YouTube LIVE, Facebook Live, Instagram, Tik Tok and others.
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Network televison has a General Audience, is Free to the customer, the Advertisers pay the costs and it has fewer channels for their audience. The 4 major networks are NBC, ABC, CBS, and FOX. For a Prime Time Commercial of 30 Seconds, Advertisers can pay $350,000 according to an article in the October 2005 Issue of the Wall Street Journal. In 2021 the cost of a prime time commercial is easily $500,000. The Superbowl Ad is over $5Million and the most expensive of all advertising for direct marketing and traditional advertising!
Cable is paid for by Subscribers, and has a highly defined audience compared to network t.v. Cable offers many more channels and the demographics of the viewing audience are sold as Lists to Advertising and Marketing Firms.
Both television media use Ratings to determine their advertising rates. They are also dependent on the Share of the audience watching the shows to remain competitive. Commercials are usually 30 to 60 second spots.
However, on Cable you have Direct Marketing channels such as HSN and QVC as well as Informercials.
Prime Time for both is at night from 8:00p.m. until 10:00 p.m. Show Formats include the following:
Reality Shows
News
Game Shows
Soap Operas
Drama
Comedy
Talk Shows