Text 3  Advertising on TV or radio

If a company wishes to advertise on TV or radio, the first step is usually to contact an advertising agency, who will produce the ad. They will come up with a communication strategy; this includes advertising copy for an advert (the text), and perhaps a catchy jingle (memorable music for your ad) or a memorable slogan (for example, Gillette's 'The best a man can get'). Companies can choose from different advertising formats:

• An advertisement that is broadcast on TV or radio is called a commercial or an ad. This traditional format is shown in the commercial break between programmes.

• An ident is a short film with the brand name and logo shown before a programme.

• A sponsored programme or AFP (advertiser-funded programme) is financed by the sponsor or brand.

• Interactive ads are becoming more popular on digital television; in addition to using the remote control to change channels, viewers can press a button and respond to an ad.

The second step is to make sure your commercial is heard or seen by your target audience. Ninety-nine percent of homes in the UK have TV, and the number of digital television households (TVH or TVHH) is growing  rapidly. Most TV channels are national and viewers from all over the country can watch the programmes. Companies can buy regional advertising for some TV channels (like ITV in the UK) or national advertising if they want to reach the whole country. Local radio stations attract listeners from only one area.

The audience profile gives information about the listeners or viewers, including age, sex and possibly income. The viewing or listening figures show how large the audience is for a certain programme or for a whole channel or station. The GRP (gross rating points) show the percentage of the target audience reached by a television commercial. Television ratings (TVR) show the relative popularity of different TV programmes. Ratings differ from audience share, which refers to the percentage of total audience watching TV at any one moment who are viewing a given channel. For example, an audience share of 65% for a football match shows that 65% of people watching TV at that time were watching the football match.

The big channels for each country are called mainstream media. They feature general programmes and cater for everyone, providing what people want or need to see. Customers can pay to subscribe to cable TV and satellite TV. Terrestrial TV, which is broadcast via radio waves, is usually free, or free-to-air. Channel 4 in the UK is an example of a terrestrial channel. Some national TV channels, like the BBC, are funded by a TV licence fee, which all households with a TV set must pay.

Dayparts are sections of the day during which programmes are broadcast or aired to appeal to the particular demographic group that will be watching or listening. Most people have regular listening or viewing habits and will usually watch, or tune in to, the same programmes every day or week.

Types of TV programme

The news gives national and international information.At the end of the news there is often a weather forecast.

A documentary is a factual programme on a particular subject – e.g. wildlife.

A film may be a feature film originally made for cinema, a film made for TV.

A series is a set of programmes on the same subject or using the same characters.

A serial is a story that is broadcast in several parts.

A soap opera is a series of programmes about the lives and problems of a particular group of characters.

Reality TV is where members of general public are filmed in dramatic or funny situations.

A game show is an unscripted TV programme where ordinary people compete to win prizes.

A variety showconsists of several short performances by different artists.

8.7 Match the words and phrases (1-5) to the definitions (a-e).

1     advertiser-funded programmes                  2     audience

3     commercial break                          4     daypart

5     free-to-air

a TV channels offered free to users, without subscription

bthe population or target group viewing a television programme or an advertisement

с shows which are fully or partly paid for by an advertiser

d a broadcast time period, e.g. daytime: 0900-1630

ethe time during which ads are shown between programmes

8.8 Complete the text about TV and radio advertising using words from the box.

channels     listeners      programmes reaching     station

TV plays a huge role in our lives and even in these days of 200-plus (1) ....., ITVI continues to be the most watched. In 2005, a massive 885 of the 1,000 highest-rating (2) ..... were shown on ITVI.

Classic FM is the largest commercial radio (3).....in the UK, (4) ..... almost 6 million people every week. Most of the station's (5) ..... are not connoisseurs of classical music and come to us because of the way Classic FM makes them feel, regardless of age, sex or income.

8.9 Make word combinations using a word from each box. Some words can be used more than once.