Summary

Television and radio,or the broadcast media, are the most pervasive media in most consumers' daily lives and offer advertisers the opportunity to reach vast audiences. Both broadcast media are time- rather than space-oriented and organized similarly in that they use a system of affiliated stations belonging to a network, as well as individual stations, to broadcast their programs and commercial messages. Advertising on radio or TV can be done on national or regional network programs or purchased in spots from local stations.

TV has grown faster than any other advertising medium in history and has become the leading medium for national advertisers. No other medium offers its creative capabilities; the combination of sight, sound, and movement give the advertiser a vast number of options for presenting a commercial message with high impact. Television also offers advertisers mass coverage at a low relative cost. Variations in programming and audience com-position,along with the growth of cable,are helping TV offer more audience selectivity to advertisers. While television is often viewed as the ultimate advertising medium, it has several limitations, including the high cost of producing and airing commercials,a lack of selectivity relative to other media, the fleeting nature of the message, and the problem of commercial clutter. The latter two problems have been compounded in recent years by the trend toward shorter commercials.

Information regarding the size and composition of national and local TV audiences is provided by the A. C. Nielsen Co.The amount of money networks or stations can charge for commercial time on their programs is based on its audience measurement figures.

This information is also important to media planners, as it is used to determine the combination of shows needed to attain specific levels of reach and frequency with the advertiser's target market.

Future trends in television include the continued growth of cable, competition to local cable operators from direct broadcast satellite systems, and a resulting increase in channels available to television households. Changes are also likely to occur in the measurement of viewing audiences— for example, continuous measurement of audiences.

The role of radio as an entertainment and advertising medium has changed with the rapid growth of television. Radio has evolved into a primarily local advertising medium that offers highly specialized programming appealing to narrow segments of the market. Radio offers advertisers the opportunity to build high reach and frequency into their media schedules and to reach selective audiences at a very efficient cost. It also offers opportunities for integrated marketing programs such as place-based promotions and event sponsorships.

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