Business Builder

How do you plan to market your business? There are more marketing choices than ever: advertising, promotions, social media and word of mouth all need to be part of your marketing plan. Advertising has expanded exponentially with traditional radio, television, print, outdoor billboards and digital.

Radio and television now offer many of these advertising options all under one roof and can help you build traffic to your business or website and can expand your customer base with their on-air products, promotions and digital media.

Radio & Television can help build your business like no other media can. That's not to say other forms of advertising don't have their place. It's just that the power you possess with radio & television is what's needed to lead your way into the busy lives of today's consumers. It's not just about reaching people where they are, but also reaching people when they want to be reached. Radio & Television wins on both accounts, and that can make your business a winner as well. To help you master these powerhouse media, we've included some inside information about how to achieve the best results.


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Broadcast Media
Broadcast Media Terminology

Adjacency: An advertising pod positioned next to a particular TV or radio program. Also called commercial break positions.

Affidavit: A statement, usually notarized, accompanying station invoices which confirms that the commercial actually ran at the time stated on the invoice.

Affiliate: A station associated with a network by contract to broadcast the network's programs.

Air Date: The first broadcast of a commercial; also refers to the exact date of a particular TV or radio program.

Availability: Also called "avails", these are unsold units of time available for broadcasters to sell to advertisers.

Bonus Spot: Additional TV or radio spot provided to an advertiser at no charge to raise the overall audience delivery of the schedule.

Break Position: A broadcast commercial aired between two programs instead of in the middle of one program.

Broadcast Calendar: An industry-accepted calendar used mainly for accounting and billing purposes. Weeks run Monday-Sunday, and each month is four or five weeks long.

Daypart: One of the time segments into which the day is divided by broadcast media, determined by type of programming and who provides it (network or local).

Designated Market Area (DMA): Nielsen's term for geographical areas made up of exclusive counties based on which home market stations receive the predominant share of viewing.

Drive Time: The dayparts used in radio to signify primary listening being done in cars. Generally considered to be Monday-Friday 6- 10 a.m. and 3-7 p.m.

HUT (Households Using Television): A broadcast research term indicating the percent of homes with sets on during a specific time period.

Log: Chronological record of a station's program and commercial exact air times.

Persons Using Radio (PUR): The percent of the area's population listening to radio at a specific time.

Piggyback: Back-to-back scheduling of two or more brand commercials of one advertiser in network or spot positions.

Pre-emption: The substitution of one advertiser's local TV commercial by another advertiser paying a higher price for the spot, or by a different program of interest.

Roadblocking: A scheduling technique where a brand's commercial airs at approximately the same time on all three networks or on all stations in a given market.

R.O.S. (Run Of Schedule or Run Of Station): A broadcast schedule, similar to R.O.P. where specific programs and air times have not been requested by the advertiser.

Spill-In: The amount of programming viewed within a market area to stations that are licensed to an adjacent market.

Spill-Out: The amount of viewing to local stations outside the home market area.

Sweeps: The four 4-week periods when all TV markets are measured by Nielsen and Arbitron for station viewing and demographic information. Sweep months are February, May, July and November.

TAP (Total Audience Plan): A radio schedule consisting of equal distribution of commercials across all major dayparts.

Here are a few additional terms that might come in handy when discussing advertising on broadcast station websites:

CPA: Cost per action
CPC: Cost per click
CPM: Cost per 1,000 impressions
CRM: Customer relationship management
CTR: Click through rate
Eyeballs: A viewing audience for a WWW site.
Meta Tag: A specific kind of HTML tag containing information not displayed to the user.
SEO: Search engine optimization