Chapter 22 Television Flashcards
What was the introduction of television effective for?
Advertising due to effects like sound, motion, and emotion to persuade consumers to buy products and services.
How do networks pay stations?
A negotiated fee based on the potential size of an audience.
What are the only three prime time networks?
ABC, CBS, NBC.
What is the scatter market?
The process of placing prime time ad buys in the spring.
What is the upfront market?
The process of placing prime time ad buys in the fall.
What percentage of fall prime time commercial inventory do broadcast networks sell in the upfront?
Up to 80 percent.
What percentage of fall prime time commercial inventory do cable networks sell in the upfront?
50 percent.
What do advertisers believe they get from television?
Relevant audience reach.
What do advertisers buy from?
Trusted media partners.
What kind of environment do advertisers prefer?
A brand safe environment.
What are the types of television networks?
Syndicated Television, Broadcast National Sport Television, Cable Local Television.
What are O&O stations?
Stations owned and operated by major television networks.
What is a Request for Proposal (RFP)?
A document issued by advertisers to solicit proposals from media vendors.
What is Real Time Bidding (RTB)?
A method of buying and selling online ad inventory in real time.
What is Cost-per-rating (CPP)?
A metric used to measure the cost of reaching one rating point in a given audience.
How many television homes were there in the US in 2019?
120 million television homes in the US.
What are makegoods?
Fees to make up for the audience shortfall.
What were the first two networks to guarantee ratings?
A&E and NBCU.
What was the first cable network?
HBO.
What are the two types of syndicated television?
First run (e.g., game show Jeopardy) and off network (e.g., Seinfeld).
What is spot television?
When television is bought on a market-by-market basis.
How many DMAs are there in the US?
210 DMAs (Designated Market Areas).
What is a diginet?
(Digital subchannel network) - a television network broadcast via a station’s digital subchannels.
Give four examples of diginet programming.
MeTv, Bounce Tv, Comet, Antenna.
