Exam 8: Using Television

A Television Bureau of Advertising report indicates about 65 percent of respondents regard TV as their primary news source, or more than four times the percent who regard newspapers as their primary news source.

Some newer networks have affiliate agreements with smaller stations in most markets and have secondary affiliates that belong to other networks, such as CBS.

A rating for a prime-time network program usually achieves between 6 and 16, with an average of less than 9.

On a CPM basis, even the most costly TV commercials are actually much less expensive than print media.

The DVR system can measure households that are zapping commercials and the actual commercial audience.

This is among the best-known measures of the opinion of the audience about TV shows and personalities.

TV advertisers want to have a handle on the effectiveness of using television in delivering specific target audiences and use the basic measure of the ________.

Which of the following is among the so-called four major networks?

To determine the success of a television show, you use a measure called:

The average household viewing time is more than ________ hours per day.

The average price for a prime-time, 30-second spot placement on the four major networks in 2008 was about:

Affiliates refuse to share the high cost of network programming, contending that without them, there would be no network.

Television fulfilled the vision of Philip Farnsworth to transmit a picture to a distant location.

The future is bright for marketers counting on product placement to replace commercials.

Primary reasons for spot buys include all of the following EXCEPT:

Over the past 25 years, with all the diverse programming offered, there has been growth in ratings for top-ranked, regular program series.

An example of the importance of lead-ins is demonstrated by the investment local stations make to schedule:

Television has become a(n):

Which of the following is NOT used by television researchers to designate coverage areas?

Even when the overall commercial time remains constant, when the number of commercials in a program increases, there is a perception of clutter.