5-Ch 6 - Chapter 6 Managers and Media Audiences Stations...

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Unformatted text preview: Chapter 6 Managers and Media Audiences Stations depend on audiences; hard to define; no station has single, homogeneous audience Different groupings throughout day, week or month Most audience info for managers is quantitative can lead to deceptive conclusions Must have qualitative info, too Direct feed back from bcst audiences rare Premium on more detailed analysis Demographicsage groups, income, education, etc. Psychographicsattitudes, opinions, use of leisure time, etc. Evolution of Radio-TV Audience Analysis Bcsters buy info fm marketing & analysis companies Absolute conclusions not possible without everyone surveyed Samplingaccurate only to plus or minus 3% Large rating not necessarily indicative of how viewer likes program (LOPLeast Objectionable Program) Dimensions of the Broadcast/Cable Audience Early 1990s: half AM radio lost money; mid-90s: 1 third of all stations (AM&FM) lost money, 1 third broke even, 1 third profitable 1992: avg 5.8 radios per household; 1995: 98% homes have TV; 2 thirds have cable Family viewing has splintered with multiple TVs 95% homes have VCR Household viewing 1960: 5 hrs 6 min per day 1980: 6 hrs 53 min 1994-: 7 hrs 42 min Ratings: percentage of all TV households watching particular show Shares: percentage of TVs in use watching particular show Different day-parts have diff audience size & make-up Goal: sustain audience chare throughout day 1 Growth of Broadcast Stations and Cable Systems Growth and takeover by FM of radio audience from original AM service Apx 4900 AM stations; 5300 FM stations1996 Almost 1200 commercial TV stations; over 350 non-commercial Emerging LPTV serviceservice small geo area; not reached its potential yet 62 mil out of 92 mil households on cable Research in Broadcasting Rating services 1993: Neilsen meters top 33 markets Supplements this with diary surveys Arbitron left TV ratings, focuses on radio Measures 96 mkts continuously; all mkts twice a year 1980s-90slifestyles, leisure time use define clusters of audiences, predictors of pgm prefs & buying habits 1993 survey: TV most believeable medium (God help us!) over newspapers, magazines & radio Even cable subscribers mainly want broadcast network stations.Even cable subscribers mainly want broadcast network stations....
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5-Ch 6 - Chapter 6 Managers and Media Audiences Stations...

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