In the wider context, a lure
needs to attract an audience to advertisers. Few people seek out ads.
Something has to lure an audience to where the persuasive messages will
be seen or heard. Therefore, the role of the various media is to deliver
an audience to the persuaders. Advertisers use research (such as the Nielsen ratings), surveys, and polls to estimate not only how many people are watching specific TV programs, but also who this audience is in terms of age, gender, income, values and attitudes, likes and dislikes, knowledge and feelings. Such demographic research is used by the persuaders to target audiences and to plan their strategy of persuasion. Certain channels (such as MTV, VH1, Nickleodeon), seeking the "youth" market, have very specific sub-sections of those target audiences. Contrast the ads and products seen there with those seen on the evening news which is watched by a "mature" audience. TV air-time is sold by the size and kind of audience attracted. Thus, the air time for a 30-second ad on an obscure local cable channel may cost only a $100. However, during Superbowl 2007, 30-second spots cost $2.6 million each. For the 2006 Winter Olympics, air-time prices varied because of the different events, and different parts of the NBC networks, showing 416 hours of Olympic coverage, but the highest rates were $750,000 per 30-second spot. These figures do not cover any of the expensive production costs (planning, filming, actors, special effects), perhaps another half million dollars, originally needed to create an ad. Annual advertising statistics are reported annually in the Coen Report ; and prime time TV ad rates in Advertising Age Not only do ads surround the programming, but also "product placement" within TV programs is becoming more common. By 2005, the Writers Guild felt it was a major problem for script writers. As John Furia wrote: "This 'product integration' pads the profits of the TV networks while turning viewers' favorite shows into infomercials. When advertising agencies usurp control from writers, directors and editors, they are seeking to manipulate the emotional connection that viewers forge with stories and characters." For commentary on various kinds of TV lures and audiences:
And an Editorial, about an intrusion of commercialism into the classroom: |
