Question 1

Cable programs are available in every television household, but syndication can come into only 88 percent of homes receiving a television signal.

Accepted Answer

This statement is false. Syndication refers to the distribution of television shows to local stations for broadcast. According to the Nielsen Company, syndicated programming is available in 100% of TV households in the United States.

Question 2

If advertisers want to know how one TV show is doing against its competition, they can use the measure called a share.

Accepted Answer

This is correct. A share is a popular measure used by advertisers to determine how one TV show is performing against its competitors.

Question 3

Over the past 25 years, with all the diverse programming offered, there has been growth in ratings for top-ranked, regular program series.

Accepted Answer

Despite the diverse programming offered, overall ratings for top-ranked, regular program series have generally declined over the past 25 years due to increased competition from streaming services, cable channels, and other forms of entertainment, leading to audience fragmentation.

Question 4

A network dilemma revolves around advertisers demanding better cost efficiencies and stars in stop-rated series demanding higher pay.

Accepted Answer

This is a common network dilemma where advertisers want to pay less while actors in popular shows want higher pay.

Question 5

One major new twist favoring advertisers when they are negotiating with networks is "make-goods," which guarantee a cash refund should the network fail to deliver on the specific agreed-on cost per rating point.

Accepted Answer

"Make-goods" typically involve the network offering free ad space or other compensation if they do not meet the agreed-upon rating point targets, rather than a cash refund.

Question 6

Affiliates refuse to share the high cost of network programming, contending that without them, there would be no network.

Accepted Answer

Affiliates argue that they are essential to the network's success and without their participation, there would be no network. Therefore, they should not be responsible for sharing the high cost of network programming.

Question 7

Some newer networks have affiliate agreements with smaller stations in most markets and have secondary affiliates that belong to other networks, such as CBS.

Accepted Answer

It is becoming increasingly common for major networks to have affiliate agreements with smaller stations in most markets, and for these networks to also have secondary affiliates that are part of other networks, such as CBS.

Question 8

TV has become a family-user medium.

Accepted Answer

The answer of TV has become a family-user medium....

Question 9

The GRP formula allows advertisers to examine the relationship between frequency and reach and provides a common base that proportionately accommodates markets of all sizes.

Accepted Answer

The statement is true. The GRP (Gross Rating Point) formula is a mathematical formula used in advertising to measure the impact of an advertising campaign. It represents the percentage of the target audience that has been reached by the ad multiplied by the frequency of ads shown. The formula allows advertisers to understand the relationship between reach (the number of people who see the ad) and frequency (the number of times the ad is shown) while accommodating markets of all sizes.

Question 10

The classic designations for signal coverage areas are less important now because of the extended area in which a cable station can be viewed.

Accepted Answer

With the advent of cable television, viewers can now access stations from a wider range of locations, making traditional coverage area designations less significant.

Question 11

A rating for a prime-time network program usually achieves between 6 and 16, with an average of less than 9.

Accepted Answer

The answer of A rating for a prime-time network program...

Question 12

Advertisers may participate in scatter plan buys that are constrictive because they do not provide options to buy time for a variety of network programs or stations.

Accepted Answer

Scatter plan buys typically allow advertisers to choose specific programs or stations to advertise on rather than being limited to a predetermined package. Therefore, scatter plan buys are not constrictive.

Question 13

Syndication advertising costs vary much less than other types of television programming.

Accepted Answer

Syndication advertising costs can vary significantly based on the popularity and viewership of the syndicated content, much like other types of television programming.

Question 14

The DVR system can measure households that are zapping commercials and the actual commercial audience.

Accepted Answer

The DVR system can track households that fast-forward or skip commercials, allowing for an accurate measurement of actual commercial viewership.

Question 15

The Nielsen Company is working on a new product that will combine a variety of its current measuring and data collection services that should allow advertisers to better assess the ROI they receive from their placements in a variety of media.

Accepted Answer

The statement accurately describes Nielsen's plans for a new product that will integrate multiple measuring and data collection services to help advertisers evaluate their return on investment in various media channels.

Question 16

The future is bright for marketers counting on product placement to replace commercials.

Accepted Answer

The answer of The future is bright for marketers counting...

Question 17

Large increases in spot dollars are projected because advertisers will direct money to various forms of local television.

Accepted Answer

Advertisers directing money to various forms of local television does not directly imply that there will be large increases in spot dollars, as advertising budgets could be reallocated from other areas rather than increased overall.

Question 18

One way that cable systems continue to strengthen their role with both national and spot advertisers is to form interconnects.

Accepted Answer

Interconnects are groups of cable systems that join together to sell their advertising inventory as a combined package, increasing the reach and efficiency for advertisers. This strengthens their role with both national and spot advertisers.

Question 19

The emphasis on demographics rather than households as a measure has led to a major change in the way networks choose shows and price commercials.

Accepted Answer

This statement is true. Networks now focus on demographics, such as age and gender, to determine their target audience and price commercials accordingly, rather than just looking at households. This shift has led to more targeted advertising and programming.

Question 20

The ________ digitizes all incoming signals and stores programs for later viewing, and allows advertisers to customize commercials for individual viewers.

Accepted Answer

The answer of The ________ digitizes all incoming signals and...

Quiz 8: Using Television