Sweeps Periods - A multitude of syndicated programs Network...

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Sweeps Periods 11-1
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Developments in Audience Measurement Commercial Ratings  Data (C3) Engagement Metrics Anywhere Media  Measurement (A2/M2) 11-2
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Radio and TV Similarities Are time oriented media Are sold in time segments Have some network affiliates Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media Are passive, low-involvement Both Media… 11-3
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Advantages of Radio Mental Imagery Flexibility Selectivity Receptivity Cost and Efficiency Integrated Marketing 11-4
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Radio Gives Customers a Clearer Picture 11-5
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Limitations of Radio Audience Fragmentation Limited Research Data Creative Limitations Chaotic Buying Limited Listener Attention Clutter Digital Media Competition 11-6
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Buying Radio Time Over 100 regional/area networks Three national networks
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Unformatted text preview: A multitude of syndicated programs Network Radio About 20% of all spots Allows great flexibility, targeting Purchase transaction can be difficult Spot Radio Nearly 80% of advertisers are local Local CATV is becoming competitive Local Radio 11-7 Radio Time Classifications 11-8 Test Your Knowledge Arbitron: A) Measures local radio audiences B) Measures listenership to webcasts C) Provides radio stations with monthly cume ratings D) Now owns RADAR, which is a source of national network rating numbers E) All of the above 11-9 Audience Information Person estimates Share Rating Arbitron Network audience measures RADAR 11-10...
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