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Reaching
Your Audience:
Matching
Media Channels to Target Audience
TELEVISION
ADVANTAGES
- Reaches virtually all (98%) of American
households
- Average Americans watch more than 7
hours a day - Baby Boomers (34-50 year-olds) and Generation-Xers
(18-33 year-olds) grew up with TV. The medium continues to attract new,
young audiences
- TV grabs attention through the combination
of pictures, sound, and motion
DISADVANTAGES
- Popularity of cable and satellite TV
has decreased audience for major Networks (ABC, CBS, NBC, FOX)
- Most homes (85%) have at least one VCR
and use a VCR six hours each week
- When a commercial comes on, many viewers
go surfing. They zip to other channels to avoid watching commercials that
have grown to nearly 25% of each prime time hour of television
- Television is expensive in regard to
production costs. A typical commercial can cost hundreds of thousands of
dollars to produce
(SOURCE: Nielsen//NetRatings,
1999 Media Audit, Arbitron 1999, Radio Advertising Bureau) |