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Chapter 11-Advertising

Chapter 11-Advertising - Television Terms Quiz...

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Television Terms Q uiz  » Network (Typically for distribution with central operations) » Affiliate Independently owned but with a distribution agreement to broadcast all or most of a network’s programming (Network owned stations are limited to a percentage of a market. No more than 39 percent of all U.S. TV households. No more than one station in a DMA (Designated Market Area as defined by Nielson) by ABC, CBS, NBC, or Fox » PBS Public Broadcasting System “Each week, PBS reaches 65+ million people and invites them to experience the worlds of science, history, nature and public affairs; hear diverse viewpoints; and experience world-class drama and performances. » Ratings Nielsen measures viewership or how many people watched--democratic » Share The number of television sets tuned to a program (sort of, it is actually ratings/HUTS; Ratings is audience/universe estimate; HUTS = HH with TV set in use/total HH estimate. » Sweeps Weeks Feb, May, July, Oct. sweeps weeks do not set rates for all advertisers— just local ones. The standard half-hour of television: 22 minutes of programming, eight minutes of advertising. Six minutes is national and two minutes local. Ad rates for the six minutes of national advertising (typically bought by large companies like Ford and Budweiser) are based on Nielsen ratings, which sample the year-round viewing habits of a small number of "Nielsen families" across the country. Rates for the two minutes of local ad time are based on sweeps, which run for just four weeks four times a year » Programming The schedule, time slots dictated by advertising, can be daily, weekly, monthly, yearly » Primetime Television Advertising the time of most viewers, fluctuates, usually between 8 and 11:00 p.m.
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Television Advertising terms » Network » Participation keeping advertising separate from editorial encourages viewers to participate through surveys, and other forms of input » Spot 10, 15, 20, or 30 second interval for a commercial message within broadcast programming content and usually provide little direct information (what is it, price, etc.
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