Programs

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Programs

• Programs stimulate mass purchase and use of TVs,
  radios, and other media technology
• Programs must attract extraordinary and diverse
  numbers
• Without popular programs, TV would be useless

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Consumption
Programming became expensive because supply
couldnt keep up with demand. So, to cut costs
producers created programs in series. Star Trek
used the same characters, sets, and basic
situation in each episode. It minimized casting,
writing, and overall expenses in the long run.
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STAR TREK
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Popular Programs
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Counterprogramming
Unless you have something that will draw more men
than the major football teams--and that would be
difficult--you would probably be better off
scheduling a program that appeals to women who
aren't interested in football. This technique is
referred to as counterprogramming. For a program
that appeals to an older audience, you might want
to counterprogram with something that appeals to
a younger audience.
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Zeroing In On Your Target Audience
In almost any game, aiming at the wrong target
can mean you lose the game. The same with
television programming. For example, if you are
scheduling a program for a network or local
station that's opposite "Monday Night Football"
(extremely popular with men, in case you've just
arrived from another planet), you will probably
not chose another program that appeals to men.
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The graph below shows how a sample of about 500
people responded to questions on what they like
to view in sitcoms and dramatic shows.
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Audiences
How does broadcasting impact the audiences? How
many people and what kinds of people read
specific services and listen or watch specific
programs?
Arbitron and Nielson are both ratings firms that
measure how many people utilize a broadcasting
service, at what times, and how often. Companies
who advertise use this information for their
benefit, so they know when to advertise the most.
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Ratings
The survival of radio and TV shows depends on
ratings. Since newspapers and TV programs
constantly refer to the ratings of shows,
understanding how they work is essential in
evaluating the success of shows. They are
especially critical in broadcast advertising
where the cost of commercials is directly tied to
ratings. RATING - A rating is the percent of
households tuned to a particular program from the
total available TV households in a designated
area.
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Ratings
In this example there are 500 households tuned to
program "A" out of a possible 2,800 (all of the
TV households represented in the pie). By
dividing the larger number (2,800) into the
smaller (500) we get a percent in this case
17.86. So the rating of program "A" is 18. (Since
ratings are in terms of percentages, you don't
need to say "percent," just 18.) Using the same
procedure you can see that the rating for program
"B" would be 11.
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Behavioral Effects
Certain groups have intense interest in knowing
how political advertising affects the outcome of
elections.
Policymakers rely on audience measurement when
making decisions and passing laws, to help their
overall image.
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GALLUP NEWS SERVICE June 20, 2003
Bush Approval Rating Stabilizes at 63
Ratings of Bush on issues show postwar
decline
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Broadcasting

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