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TV Air Time Buying

Global can make you great
commercial Air Time buys!

Global Media Productions

323.960.7700
P.O. 36773
Los Angeles
California  90036  US

Full Service Broadcast Production
Production-Directing-Editing
Full line of Broadcast Equipment

Commercial Television Air Time Buys

Bob and Global have over 25 years in the entertainment industry. Having been involved with some of the largest Advertising Companies in the world, including having a 'CLEO' nominated Budweiser commercial, has provided Global with an inside knowledge of this most sophisticated part of the industry that only experts have.

TV Advertising Package Special for Local Businesses... :30 Second TV Spot only $375 *Buy as little or as much air time as you want!

Let Global Show you how we can Buy your Air Time 
better than AD agencies!

___________________________________
Rule # 1
If you don't know Air Time buying inside and out 
you're Gambling your budget away!
Rule #2
You can't change Rule #1
___________________________________

Air time buying is an area that should be left to professionals who have had a great
deal of experience in this field. You wouldn't hire an English Professor to run Command
control at NASA, the actual launch requries more than conversation.

Myth # 1
Cheap is better
Fact:
Cheap is Cheap
I can't even begin to count all the times I have heard companies who think they're ad
gurus' brag about how cheap they get their spots on Station XYZ for. When you find out
 exactly where those spots are it's usually time to laugh, they're normally in the gutter
areas. In other words, places where no one's watching. 'What a waste'! More times
than not, price has little significance on value. It's better to pay slightly more for
better placement, and there are a ton of reasons why.

Of all the local businesses that violate this rule the most, Car dealers take the cake. 
Most General Managers of car dealers think thery're experts at buying advertising or worse yet, they
bring in one of their sales staff to buy the time!
 
Their first mistake is they believe that the lowest cost per spot is the best. 
They're so used to having customers chizzle them on the cost of their automobiles 
they feel they have to chizzle and grind on every thing that comes into their pathway. 
They brag about how cheap they're getting a :30 TV spots for. Let me give you an 
example of how detrimental to their budget this can be. Take this brief test below. If you 
cannot answer and 'Understand' more than 3 or 4 of these questions you should not even consider 
buying any advertising air time on television yourself. (by the way, I have not found 
a car dealer yet that really understands more than 4 of them). If you have a successful business 
then stay with the area you're an expert in and hire someone to handle the areas you aren't. 
Believe me you will not only save, but you will benefit tremendously as well. Not only that, 
but you'll learn a lot and maybe someday you will be able to do it yourself, it's well worth it!

Take this test and see how much of a TV air time expert your are:

Here are a few 'common' basic broadcast commercial TV terms:

ABR's or LR's
Trafficking
Flighting
Dead zones
Pre-empts
Fringe
ROS
ROT
HUT
Co-op buys
Sponsorships
Syndication tricks
Billboards
CPS
NSI
HNSI
ADI

Here is the test:
1 - Do you know what all of these terms mean in detail? (You need to "Understand"  them all)
2 - Do you know which ones to be very careful with?
3 - Do you know how to use specific information contained in some of these listed?
4 - When buying Hispanic TV, do you know how to 'relate' the ratings, and, are you aware
of the most commonly overlooked demographical factor?:

If you have answered YES to these basic 4 questions, 'Congratulations',
you can probably consider yourself capable enough of handling your own air time buy 
with relative success. If NOT, you'd probably be better taking your air time budget to your 
local race track instead and play all the longshots, or else you really should have someone 
handle this area for you that has done this before and knows the ins' and outs', 
knows who to talk with at the station and how to talk to them. Bob Schott has been
buying air time since 1988 in the #2 market in the country, California. Bob created a unique
sydication 'type' concept with Tribune broadcasting that was new to the Syndication
network and not been done before, and gained their full cooperation and respect and helped
his clients save a lot of money with unique campaigns.

TV Stations Commission
The Station "Pays" your Agency!
Television stations provide a 15% agency commission to recognized agencies or
companies who have and are bringing them business. The reason they do this is that they would
rather deal with someone (or company) that understands 'the business'. This way they don't
have to educate you on everything about buying air time. If the sales reps at a station have to
do this they aren't going to get much done, it wastes their time going after other larger accounts.
So, the stations offer a 15% agency discount to the individual or company arranging the time
 buys. This means you don't have to pay this commission, the TV station does. So what do 
you have to lose. Of course, if you are a real 'grinder' like most car dealers, then you may be 
able to get the station to pass this discount on to you, but what for, and, how do 
you know they don't just consider that into the price they give you per spot/buy anyway? 
Are You Sure? Because the first thing they are going to ask you 'BEFORE' you negotiate
your deal is "Are you the one directly responsible for buying the Air Time?" (Who are You?)
Example of Agnecy discount: 
Let's say you have a monthly air time budget of $20,000 allocated on a 3 month campaign for
TV air time. When you get the invoice it will show the actual amount less the agency 
commission. In this case your company would be invoiced $20,000 less 15%, or $17,000 
goes to the TV station for your buys and you pay your agency or person(s) doing your 
TV buys 15% of this or $3000. Total you pay: $20,000, the exact amount of your buy.
This pays for your 'Buys' and your agency, and you now have someone doing 
the ginding for you that knows what to do in order to get you the best 
schedule and 'best deal for your 'buck!'

*Exceptions:
There are some stations, usually cable, that make it harder on local businesses to
allow them to have an agency buy their time. Very few agencies will sign into a contract that makes them a liable
party on the advertisers billing. This is what some cable stations appear to be doing in order to discourage a local
business from utilizing an agency or ad buyer to handle their account. This is because the air time per month 
their station generates on a local basis is relatively low and they need to pay their sales staff a commission as well. 
In cases such as this, you will still be better off by having  your agency or ad buyer step in buy your time and pay them
the 15%. In cases such as this we only charge 12% commission. This way if frees you up from handling all of 
the sales staff calls, scheduling, ABR reviewing, make-up checks, and much more.

The Moral of this story is this, that no matter what the situation, this is a highly sophisticated area and
requires highly experienced and skilled people that know the ins and outs to get  you your best deal!

Here's We Work with You:
Global will be your agency of record, negotiate and schedule your buy.
At time payment is due station, (Usually on new accounts, these are Paid in advance),
however, Global will also try and help you arrange for a 30 day billing, some business are
what are called, 'hard qualifiers', example, 'Restraurants', and non franchiesed
local businesses...
(However, payment  in advance is not a bad thing actually, sometimes you can negotiate 
a better deal that way). You get two invoices, one from the Station for the total buy minus 15% 
and one from Global for the 15% commission. Since Global is acting as your Agency,
you make out a check to Global for the 15% and one to the station for the balance.
*(In the example above for the $20,000 budget, you would make out one check 
for $3000 to Global (15%) and one to Station XYZ for $17,000, Total: $20,000).
Global forwards this payment to the station along with the appropriate invoice.
*Note: Most all stations operate on what's called a 'Broadcast' calendar. This only 
means that they cut their billing cycle at around the 26th of each month. Sometimes
Global has been able to arrange with the accounting office for normal calendar billings
but this is not a major issue, just something that was started years ago with large 
agencies, and something small local businesses need to figure in when doing their mondthly
advertising budgets. *(As your client, Global will help you with all of this).

Major Channels -vs- Cable TV

In all of the years I have been buying airtime, I see more mistakes
being made by people sinking their entire budgets into cable TV than any other areas,
 including print. All because a rep at the local Cable TV station showed them how they can 
get spots for $8 a :30 (30 seconds). Cable should be used as a 'support' medium only.
The exception to this of course would be if you're a local business trying to target market
potential customers within a short radius of your location and you have a small budget, then Cable
TV advertising, if your message is good, can work pretty good for you.

HOW GLOBAL WILL WORK AS YOUR AGENCY
Bob Schott/Global can arrange your schedule anywhere in the country

Fact #1
It's What You "SAY" not What you "BUY!"
You can buy a fortune in air time, but if you aren't saying anything, who is going to respond?
There is much more to Advertising on TV than most people can even imagine. It's a Science!


Bob Schott will help you with the following:

Creative Air Time Buying and Placement
Global will help you with some creative positioning of spots, days, times and stations
Identity Building
Global will show you how to 'Tie-in' your Advertising
Character Development
Bob will show you how to develop a character for Identity
Full page coverage for a Fraction
Bob will show you how to Capture a Full page in your paper for the cost of small ads.
Making your print ads work 'with' your broadcast ads through 'tie-ins'
Scripting and Branding your business into 'One' powerpacked media Blitz

Pricing:

Bob and Global will schedule, buy, and monitor your TV ads for the agency 15%
Bob will recommend scheduling so as to help you avoid common mistakes made by most
local businesses. One of the major mistakes is taking your entire months budget
and trying to buy time evey single day of the week. This is normally, wasteful. 
"Air time should be creatively designed and scheduled according to the advertisers
budget and message delivery points in their spots relative to the functions of their business.".

TV Commercial: 
Depending on how sophisticated you want to get, Bob will help you develop
a 'Character' driven campaign designed to gain your business an 'Identity'.
Global will Produce your spot(s) for you: (Price to be determined by need and goals.)
Global will help you develop the Production of your Spots so they are effectively and
inexpensively 'Updatable' (Timely)

For Free Intitial Consultation and Quote Contact:.

GMP / Global Media Productions
Ask for Bob Schott

Phone: 323.960.7700
Email:  global@entertainment-productions.com

        Mailing Address:
P.O. Box 36773
Los Angeles / California / 90036 / US