Added: 07/31/2005 |
Syndicating Television AdvertisingTelevision media is developing, and various advertising tools and means of reaching the target audience develop alongside with it. For television, advertising has become the only motivator and criterion for approval of using various techniques. It is an important thing to understand that no matter how disparaging it sounds, television is a system of broadcasting advertisement out to target customers, when programs contents, popularity of shows' heroes and actors are only tools for price formation and advertisements delivery. Television is a business of mass attraction and distribution of customers among advertisers for advertising is the main source of income for television, and it keeps up the business. In view of this, all channels put efforts into getting the best TV production, able to attract the largest segment of viewers' audience. That, in turn, will greatly affect the prices rates and create a good image of a channel in the eyes of advertisers.
There are huge TV networks which include hundreds of local TV stations as well as small independent local TV stations. Even though TV networks cover a very numerous audience of customers and offer nationwide advertisers a possibility of mass promotion of their products, these networks lately got a serious competitor. It is a syndicating television. Syndicated programs and advertising time in them are sold on the station to station and market to market basis.
Syndicated programs are created by TV production companies and then sold to TV networks or independent local TV stations. Syndicated programs companies try to sell each of them to at least one station in the region or on the market they are interested in, or they exchange it for part of commerce advertising time on those stations. It is called syndicated exchange. The syndicated program company has a right to some part of advertising time in the programs it sells, the rest of this time belongs to the local station that buys them.
Such partnership with TV stations around the country provides the coverage of huge segment of viewers' audience almost equal to the coverage of large TV networks. That attracts various nationwide advertisers. Besides, the coverage of households by such programs accedes that of the cable TV channels since local stations shows can be transmitted to all households with TV sets whereas cable TV networks cover only about 70 percents of this audience. Some high rating syndicating shows have a target audience of 90 percents of all households with TV sets. That is almost equal to 96 percents of coverage by nationwide TV networks.
Syndicating programs companies compile packages of advertising time in these programs aired by the stations of all county regions and sell them to nationwide advertisers. That, besides high ratings of programs, allows advertisers to simplify the process of media planning and buying. In the whole, syndicating programs have brilliant future perspectives for the demand for such programs is constantly growing both from TV stations and advertisers.
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