Definition
Hype in the context of broadcasting refers to the use of special promotional activities within a station or network’s programming to draw a larger audience. The objective behind such activities is to boost audience ratings during a particular time period. This practice is commonly termed as “hypo.”
Examples
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Sweeps Months: Local stations might engage in heightened promotional activities during the “sweeps” months - February, May, and November - when broadcast rating measurements are performed. These efforts may include airing special episodes, exclusive interviews, or blockbuster movies to attract more viewers.
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Event-based Promotions: Leading up to major events such as the airing of a season finale of a popular TV series, networks may engage in extensive marketing activities like trailers, ads, and teasers across various platforms.
Frequently Asked Questions (FAQs)
What is the purpose of hype in broadcasting?
The primary purpose of hype is to draw a larger audience to a particular program or series of programs, thereby increasing viewership ratings, which can subsequently attract more advertisers and generate more revenue.
Why are “sweeps” months important for broadcasters?
“Sweeps” months are critical periods when audience viewership ratings are measured and analyzed. High ratings during these months can have a significant impact on a station’s advertising rates and revenue.
What are some common strategies used for hype?
Common strategies include releasing exclusive content, creating teasers and trailers, engaging in cross-platform promotions, and leveraging social media campaigns to create buzz around upcoming shows or events.
How does hype differ from regular advertising?
Hype is often focused on internal programming and specific periods (often linked to sweeps months), whereas regular advertising can involve any promotional activity to market a product or service over time.
What is the impact of hype on audience ratings?
Effective hype can significantly boost audience ratings by generating excitement and anticipation, leading more viewers to tune in to a particular program or channel.
- Promotional Campaigns: Marketing strategies specifically designed to promote a particular product or service, often involving various forms of media to reach a large audience.
- Audience Ratings: Metrics that quantify the number of viewers who watch a particular show or station during a specific time period. Higher ratings indicate a larger audience.
- Network Programming: The schedule of television programs organized by a network, aimed at optimizing viewership.
- Teasers: Short promotional snippets designed to generate curiosity and anticipation among potential viewers about an upcoming program.
Online References
- Nielsen
- Broadcasting & Cable
Suggested Books for Further Studies
- “The Television Will Be Revolutionized” by Amanda D. Lotz
- “The Rise of Political Advertising on Television” by Robert Mann
- “The Fundamentals of Marketing” by Edward Russell
Fundamentals of Hype: Communications Basics Quiz
### What is the primary goal of hype in broadcasting?
- [ ] To decrease viewer interest
- [x] To attract a larger audience
- [ ] To prolong commercial segments
- [ ] To limit content availability
> **Explanation:** The primary goal of hype in broadcasting is to attract a larger audience, aiming to increase viewership ratings during a specific time period.
### During which months are broadcasters known to use heightened hype strategies?
- [ ] January, June, August
- [ ] March, July, October
- [x] February, May, November
- [ ] April, September, December
> **Explanation:** Broadcasters use heightened hype strategies during the “sweeps” months of February, May, and November when audience ratings are measured.
### What might broadcasters do during sweeps months?
- [x] Air special episodes or exclusive content
- [ ] Decrease promotional activities
- [ ] Cancel regular programming
- [ ] Increase commercial breaks
> **Explanation:** During sweeps months, broadcasters often air special episodes or exclusive content to attract more viewers and boost ratings.
### What term is synonymous with hype in the broadcast industry?
- [ ] Echo
- [ ] Reverb
- [x] Hypo
- [ ] Shift
> **Explanation:** The term "hypo" is synonymous with hype in the broadcast industry, referring to special promotional activities to attract a larger audience.
### How do high audience ratings benefit a broadcast station?
- [ ] By reducing content production costs
- [x] By attracting more advertisers and generating revenue
- [ ] By decreasing airtime requirements
- [ ] By simplifying network operations
> **Explanation:** High audience ratings attract more advertisers, generating increased revenue for the station.
### What is a common hype strategy for major events on TV?
- [ ] Decreasing promotional content leading up to the event
- [ ] Airing fewer promotional snippets
- [x] Creating trailers and teasers
- [ ] Limiting social media engagement
> **Explanation:** Creating trailers and teasers is a common hype strategy to generate excitement about major television events.
### How does hype primarily differ from regular advertising?
- [ ] Hype is not focused on any particular time period
- [x] Hype is often focused on internal programming and specific periods such as sweeps months
- [ ] Hype usually involves external marketing strategies only
- [ ] Hype aims to decrease program viewership
> **Explanation:** Hype is often focused on internal programming and specific periods like sweeps months, unlike regular advertising.
### What are audience ratings?
- [ ] The percentage of show segments
- [ ] The number of commercials aired
- [x] Metrics measuring the number of viewers of a show or station
- [ ] The length of TV programs
> **Explanation:** Audience ratings measure the number of viewers watching a particular show or station during a specific time frame.
### What effect does effective hype have on audience ratings?
- [x] It increases audience ratings
- [ ] It decreases audience ratings
- [ ] It has no impact on ratings
- [ ] It stabilizes audience ratings
> **Explanation:** Effective hype can significantly increase audience ratings by drawing in a larger number of viewers.
### Name a suggested strategy for hyping a season finale.
- [x] Engaging in cross-platform promotions
- [ ] Limiting promotional activities to a single platform
- [ ] Decreasing social media presence
- [ ] Reducing marketing content
> **Explanation:** Engaging in cross-platform promotions is a suggested strategy to hype up a season finale, ensuring the excitement reaches a broad audience.
Thank you for diving deep into the fundamentals of hype in broadcasting and tackling our informative quiz! Keep honing your understanding of communication strategies for continued success.
