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The Business of Broadcasting, Satellite, and Cable (Continued)

The Business of Broadcasting, Satellite, and Cable (Continued)

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Lecture Notes: Friday, October 27th The Business of Broadcasting, Satellite, and Cable (Continued) Media Usage Per Year Per Person – 2006 Medium Hours Video Games 82 Home Video 84 Books 106 Magazines 122 Recorded Music 175 Newspapers 179 Internet 190 Radio 975 Television 1,555 TV is by far the most consumed media per person per year (explains why advertisers prefer to buy advertising space from TV stations). Determining a Medium to Buy (Advertising Time) - Triangular relationship between programmers, media-sellers, and media-buyers Programmers Media-Buyer Media-Sellers - Mutually beneficial relationship - programmers need money from advertisers (media- buyers) to create programs, advertisers need to reach the audiences attracted by programs - Successful programs have audiences – media-sellers buy time from sellers within or near those programs - Marketers and advertisers develop a buying plan based on (where you sell depends on these things): o Population or market size o Effective buying income o Retail sales for the market (geographical area) - Buying Power Index data related to expenditures of classifications of products for the specific market o Tells how much competition is spending on similar or competing products
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o Tells how much people in a specific market are willing to pay for certain products o Helps advertisers answer questions such as “is this really worth it?” and “are we gaining back significant value for our money?” - Would you rather sell in Manhattan, NY or Athens, GA? Both of their benefits.
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