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A comparison of newspaper and television advertising

TV Advertising Newspaper Advertising vs. TV Advertising Television advertising is a prominent source to reach the masses for an advertiser. Local television stations reach out beyond the normal circulation area that most newspapers reach. Many advertisers view television as a viable advertising media that drives new customers to their front door.

A great example of the power of television advertising happens every couple of years around election time.

The Media, Religion and the 2012 Campaign for President

Political advertising dominates the local TV stations. We get sick of seeing the politicians bashing one another on every TV station we turn to especially those of us who sell newspaper advertising. Statewide and national election campaigns spend most of their budget on television advertising. Still, while politicians light up the airwaves with TV advertising, Newspaper advertising is still the most effective media for businesses in your community. Comparing TV Advertising with Newspaper Advertising Advertising on a television station generally reaches a broad audience, but does not provide strong penetration within any local demographic group from a single station.

The viewing audience is spread between too many stations to have a widespread reach in to any segment. The advertising message can be completely told and understood using the newspaper without the fear of changing the channel every time the advertisement appears. Consumers are more likely to tell the advertiser they saw the ad on TV than they are to tell them they saw the ad in the newspaper. This is a strong factor in the power of selling television advertising.

Rural cable television markets bring at least 30 different channels to customers. Larger market cable providers offer 70 channels. Satellite Television is becoming a stronger force in both metro and rural markets. Offering 200 channels in their lineup the viewer spends more time changing channels to find a show to watch than they do watching any channel. The cost of satellite TV has dropped significantly to become competitive with cable TV providers.

Those small satellite dishes are popping up everywhere. Most Satellite systems do not offer access to local television stations. How many TV stations are in your market?

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The answer is lots of them. The most effective way to present this to your advertiser is by creating a list of stations available on cable and satellite. Show this list to the advertiser and let him determine how many households in the local viewing area are watching his commercial when it airs.

Nielson Media Research claims that the average U. That is still rising despite increased Internet use. If we break our day up in thirds, we basically go to work, watch TV and go to bed.

Differences between Newspapers and Radio, TV and Websites

However, what this report does not indicate is how the viewership is broken down. Who is watching TV for 8 hours? How many of those hours are spent in front of the tube by Dad? How much by Mom? How much by teenagers watching MTV? How much by young children? The average Canadian household watches TV for 22. Video Rental stores are churning out more than 80 million videos or DVDs each week.

That is an average of 1 video rental per household. These are just rentals and do not include the large market of videos and DVD that are purchased. The only commercials you see on a video rental is a commercial for all of the upcoming movies that will be in theatres soon or available on DVD or tape.

  1. Video Rental stores are churning out more than 80 million videos or DVDs each week. That leaves us 88,800 households with possible local television exposure.
  2. If you have 30 stations in your market, the average TV channel has 1,691 households viewing at any given time. It is always better to give than receive.
  3. Major television stations reaching 7. Despite the journalistic differences between the two media, there are a number of parallels in the content of the two stories.
  4. There is a method to this practice. Still, while politicians light up the airwaves with TV advertising, Newspaper advertising is still the most effective media for businesses in your community.
  5. Video Rental stores are churning out more than 80 million videos or DVDs each week.

The average time spent watching a video rental is slightly less than 2 hours. The key element is when the switchers hit the last channel recall button. When the commercial comes on, the switch is on. One of the key elements in remembering a commercial is watching it. A television commercial is an interruption. That is the time to go to the bathroom, get a snack or switch the channel. Commercial free television has grown over the past ten years proving the issue that people are willing to pay for premium television without commercials.

HBO, Cinemax, Encore, Showtime, the Movie Channel and others have grown to have multiple versions, each charging a premium for their commercial free viewing. PBS has been commercial free and viewer supported for many years. What Channel Do They Watch? Often, it depended upon the strength of the signal more than the quality of the program that determined which channel we watched.

The Advantages of TV Advertising Vs. Print Advertising

Today, we have a choice of 30 to 70 cable channels or 200 channels on the Dish network. How many video rental stores dot the landscape in your city? The average household rents one video a week.

Record numbers of people are going to the show. Why do people watch TV? Certainly, they don't watch for the advertising. They watch for the news, the movies, the sports, the music or the talk shows. It is an aggravation. This is the time when the button pushers come out. The toilets are flushing; the refrigerator doors open and the pop-tops make that refreshing sound.

Newspaper readers are reading your paper to find out what is going a comparison of newspaper and television advertising around town. They expect to find not only the news reports of what has happened recently but also what is going to happen.

They look for this information in both the news articles and the advertising. The advertising is not an interruption in the paper, but an important part of the everyday, or every week, readership. We are going to make some assumptions but we will be generous on our guesses. It is always better to give than receive.

That leaves us 88,800 households with possible local television exposure. When we deduct video rentals we are down to 56,352 TV viewers. We can probably deduct another 2,000 to 3,000 for theatregoers, but remember we are being generous.

This is probably a very low estimate but we are being generous. That brings our total down to 50,717. If you have 30 stations in your market, the average TV channel has 1,691 households viewing at any given time.

  1. Shays, R Connecticut, paraphrased by the authors themselves.
  2. TV Advertising Television advertising is a prominent source to reach the masses for an advertiser.
  3. Most Satellite systems do not offer access to local television stations.

Some stations will have more, and some will have fewer viewers. Half of the stations will have less than that. If we split those viewers equally between the major stations, each station would average 7,607 households as their market share during peak time.

The Great War: The Similarities and Differences of Print and Television Media

Major television stations reaching 7. Some of these stations may have as few as 200 TV viewers in a market of 100,000 households. Ask the customer where his primary trading zone is. How many households are in that zone? How many households does your paper reach within that trading zone? Compare the reach of the households with the advertiser. Your market penetration will look awesome compared with even the best TV station.

Imagine how good it looks against a cable channel that is reaching less than 500 channels in a market of 100,000 households. Here is a quote to remember: And the world cannot be understood in one page.

  • When we deduct video rentals we are down to 56,352 TV viewers;
  • The average household rents one video a week;
  • What Channel Do They Watch?
  • Consumers are more likely to tell the advertiser they saw the ad on TV than they are to tell them they saw the ad in the newspaper.