The Life Of Television, Tv Media Buying
TV media buying means buying television programming real estate
, a spot on the most popular show or perhaps a definite time slot. This particular action dictates how the whole industry of television functions. It is very important know how this works so that we understand how shows are made, aired as well as programmed. The TV media buyer is among the most effective people on TV, backing shows or obtaining block times that pay actors, singers, comedians, entertainers, hosts, producers,camera operators, directors, sound engineers...everyone in any shape or form working in the industry.
TV media buying is processed by a TV media buyer employed by a media buying firm who examine advertising associated info, advertising rates, program formats, demographics and geographic information, to name a few, to purchase time where they'll place ads for their clients, companies who wish their products seen on TV. These slots are generally for TV commercials but can also be for product placement on shows or purchasing, actually sponsoring, a show.
A media buying firm is usually a specific arm of a marketing services holding company, with experienced media specialists that make sure that the price, time slot and nature of the show increases the exposure of the product. They do not make the commercials, but buy the time slots these commercials are going to fill. Top media buying agencies symbolize the largest businesses and buy the most prized time slots like the Superbowl, making them extremely effective players in the market.
Marketing is the life blood of television stations. What these media customers are looking for are applications and time slots which may have the most viewers from the product's target markets. Afternoon programs catch the attention of very youthful and mature viewers, therefore they are usually bought by toy companies and health products. Prime time, the most sought after of all the times slots, is normally within 6PM - 9PM, when many people are tuned in.
Top media buying agencies can also buy slots or sponsor shows that are mega hits or speak straight to their target markets. A really good show that features a medical theme, for example, might not exactly rate high with kids, but are followed by more discerning viewers, making them primary property for more serious items. New shows that offer their pilot episodes may be picked up by these buyers and supported to that they get to see their show on a broadcasting company. Media buying changes and dictates the landscape of television, unbeknown to many, it is what determines what you see and what you don't.
by: Suki M. Calhoun
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