THE USE OF BROADCAST PROGRAMMES AS

MARKETING AND ADVERTISING CHANNELS BY

INDEPENDENT PRIVATE PRODUCERS
BY

EZEAH GREG AND ABODUNRIN KEMI

Abstract
This study attempts to clarify the importance of broadcast programmes by Independent Private Producers as
advertising medium with particular emphasis on marketing as a publicity tool. Survey research method was
applied with 42 (advertising companies) as sample; proportionate stratified random sampling was used to obtain
the sample size while questionnaire was the measuring instrument. For data analysis, simple percentages applied.
Findings revealed that marketing influences the decision of media buyers’ in advert placement. The researchers
recommended continued improvement and industry standardization.

Key Words: Marketing, Broadcast Programmes, Independent Private Producers, Advertising

Introduction
Government initially, owned and managed the content of the media which served foremost as a tool for
propaganda until the liberalization Decree 33 of 1993 (Adedire, 2000:15) thereby allowing private
participation in the industry. With emphasis on the Nigerian media scene, African Independent
Television (A.I.T.) owned by DAAR Communications Plc. led the pack. Although government initiated
broadcast programmes to satisfy the yearnings and aspirations of the general public. Independent
private producers equally responded to the opportunity by developing programmes that suite specific
audience(s) such programmes vary from Drama/Soap Operas (series), Game shows, Documentaries and
Talk shows to News, Interviews/Personality profiles- Magazine programmes, and Vox Pop, Musicals.
However, the role of marketing as an indispensable tool in propelling the acceptance and use of such
broadcast programmes alongside others is immense, hence, their maximization as advertising channels.
At inception of commercial activities in most parts of Nigeria, hawking made the most impact
vis-à-vis the market place though mostly on fixed days/intervals as the case was. With industrialisation
and modern civilization which gave way to mass production alongside man’s quest for unending needs,
the need to market products have held the centre stage in today’s economic activities. Accepting a
product/service/idea applies to recognition but not necessarily putting to test and or use of same.
Generally, the market place has opportunities and alternatives wherein the choice factor emerges but in
making a choice, which of the lot appeals and responds to satisfying the need of an advertiser who is
presented with an avalanche of broadcast programmes to effect advertising of products, service/ideas as
the case may be, hence, the submission of Chime (2011:118) that “Marketing managers must also
devise a means of transporting the goods to the selected sales channels…” By extension, Belch and
Belch (2012:129) perceive marketing as warfare: “Marketers must continually battle to maintain their
loyal consumers while replacing those who switch brands.”
Certainly, an advertiser is no Father Christmas in that money is released to meet set objectives
as they pertain a brand/brands. This corroborates Osunbiyi’s (1999:109) assertion that “For advertisers,
the media are akin to the blood vessel through which advertising messages pass to the various
audiences. They close the gap between the producer and the consumer.” Belch and Belch (2012:216)
International Journal of Communication
94 Ezeah Greg and Abodunrin Kemi

further emphasized the need for objective setting as benchmark for measurement and evaluation of
results when they note that “Most organizations are concerned about the return on their promotional
investment, and comparing actual performance against measurable objectives is the best way to
determine if the return justifies the expenses.” Also, an independent private producer puts together a
programme with the mind-set of delivering an audience to an advertiser and or sponsor of a
programme. The audience to be delivered have to be measurable to justify the spend. According to
Belch and Belch (2012:388) “current audience measurement methods are often criticized for only
reporting the sizes of viewing audiences and not distinguishing among them in terms of the intensity of
their relationships with television programs.” For Radio, they note that “one problem with radio is the
lack of audience information. Because there are so many radio stations and thus many small,
fragmented audiences, the stations cannot support the expense of detailed audience measurement”
(2012:396). They see timing of programmes from the perspective of clutter and attempts to defend the
minutes accorded advertisements as suitable to avoid continuous increase(s) in perceived low rates:
While the use of shorter commercials by advertisers has contributed to the
problem, clutter also increases when the networks and individual stations run
promotional announcements for their shows, make more time available for
commercials, and redistribute time to popular programs (2012:367).

To earn the patronage of an advertiser either directly or through an agency, there are definite
set out parameters to follow. In matching the results/responses/sales/indices/impact with a baseline, the
decision for a repeat or otherwise is taken. By this, advertising becomes accountable. Earlier, Smith and
Taylor (2010:6) had observed that “The world of marketing communications has moved from the days
of big budgets… and little accountability, towards a more demanding business environment that
expects marketers to be able to quantify the benefits of their actions.”
Therefore, the place of marketers cannot be done away with. Although, programmes are turned
out discretionally, marketing of the concept must be the concern of the producer who is, first and
foremost, investing with the aim of reaping his/her investment with a profit margin. Most advertising
placements are done through advertising agencies with specialized personnel interfacing with
programme producers and concerned officials accordingly. These agencies have the legal and technical
framework to anchor the process thereby being the conduit between the advertisers and advert channel
respectively.

Examples from Empirical Enquiry

Yacim (2011), in relating the challenges of marketing television programmes in Nigeria, She
premised her study on economic recession as the bane affecting television marketing cum advertising
budget of corporate organizations. The study was on “Family Ties” on NTA and “Maggi Cooking” on
AIT, which are notably government and private television stations respectively. With survey as method
for data gathering, 60 copies of the questionnaire were administered to broadcast media professionals
and independent marketers in Lagos State. Forty-Eight (48) of the 60 copies of the questionnaire were
returned. She found that government policy and economic reforms affected all sectors. Her
recommendations amongst others, especially as it relates to this issue, were that single digit loans
(which are soft) should be provided by government to encourage entrepreneurs. She further reasons
that, marketing television programmes will thrive in Nigeria as update of knowledge by marketers was
advised. Yacim however was not entirely detailed in her study having not stated exact economic
policies directly affecting marketing programmes. More so, the two stations transmit beyond Lagos
State and comparative analysis was not effected to establish cause and effect between the two

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The Use of Broadcast Programmes as Marketing and Advertising Channels 95
programmes. Lastly, emphasis was on the stations and not directly on the programmes. The aforestated
poses a source of enquiry for this present study.
In his evaluation of marketing, (Chime, 2011:112-121) noted its essence as identifying the
customer, satisfying the customer and keeping same, thereby having a customer focus for market
orientation. However, he recalls the pivotal role of firm’s marketing department which serves as a guide
to the actions of other departments in a firm, by either of the following: the customer driven approach,
the market change identification approach and the production innovation approach as entry points
which meet prospects’ needs. Also, external variables outside the control of an organization notably:
competition, economic and technological changes, the political and legal environment, and cultural and
social factors determine the basic decision priority (of the marketing mix - 4ps) for an overall
marketing strategy for a product or group of goods. Furthermore, he observes that positioning of a
concept will be guided by the competitive stance of a firm and this was based on Michael Porter’s
postulations in his book Competitive Strategy namely: low-cost supplier (offering a better value than
competition), differentiation (offering a unique product or service) and niche (focusing efforts on a very
narrow segment of an overall target market).
However, Chime (2011), failed to situate the context of marketing to defined
situation/instance(s). Only an overview of marketing was presented. Therefore, this study hopes to
clarify the role of marketing in bringing to the knowledge of advertising agencies and or advertisers the
value laden advertising opportunities in broadcast programmes by independent private producers as
well as deciphering the rationale of these players in determining suitable programmes for the projection
of their brands.
Taking marketing to the global scene has become expedient in line with the observation of
Useni (2011) who posits that marketing, being an offshoot of globalization, enables the commonality of
purpose in achieving goals. While he recognizes integration of public relations and advertising in
achieving marketing goals, taking further steps by having a universal appeal should form the basis of
concepts as highlighted in a marketing communications goal. Marketing, as he postulates has to attain
an interactive status and depart from mass marketing communications. Hill (2004:7-8), cited in Useni,
aligned with globalization of markets and globalization of production. This would result in economic
and political frontiers with displacement of sideliners having a tendency of loss. Whereas globalization
offers its challenges (mergers, conglomerates, etc.) the applicatory relationship between the trio is
estimated. Useni (2011) contests the imposition by erosion of native dictates over incursion and
enthronement of western values. Rather, he reasons that common communication modes are established
world over. Synergist application of advertising and public relations alongside marketing were
proffered. Furthermore, it is contentious that Useni did not rest the study but had a broad based
perspective. Equally, the study lacked qualitative and/or quantitative data to substantiate claims which
are not to be ignored in this instance. However, the need to research and set goals as benchmark for
measuring marketing was emphasized. Useni (2011:134) avers that “…advertisers with global
experience do select media channels that reach the intended target audience in a language and context
that is compactable with their belief systems”. Belch and Belch (2012:11) in providing reasons for the
growing importance of Integrated Marketing Communications did not give recourse to advertising
agencies in the chain of communication. This is evidenced in the following:
The media companies would develop and deliver expensive, but high-quality content
that would in turn attract large audiences. The marketers would pay large amounts of
money to the television and radio networks and stations and/or magazine and
newspaper publishers for access to the mass audiences who would receive the
advertising messages that encouraged them to purchase the marketers’ products and
services. The advertising revenue that the media companies received would be used

International Journal of Communication

96 Ezeah Greg and Abodunrin Kemi
to produce the high-quality content which in turn would allow the media to continue
to deliver the viewers, listeners, and readers that the marketers coveted.

Theoretical Framework
This study is premised on Uses and Gratification as well as Management By Objective (MBO)
theories. The Uses and Gratification theory explains the derivatives of exposure to the media by the
producer who generates a message for a target audience, the choice of a channel and the receiver (i.e.
the target audience). The satisfaction is two-way while the media remains the conduit. According to
Ezeukwu (1997:176) “This utility theory also sometimes called functionalism asks and answers what
we use the mass media for, in lieu of their impact on us.”
Management by objective was first publicised by Peter Drucker in 1954. Being a product of
planning, it equally draws strength from motivation. By this, performance is measurable. As noted in
this study, a sizeable number of parties are involved namely: The producer, marketer (though the
producer could act in this capacity subject to the size of the organization) and advertising agency. This
means that there has to be a synergy between them to achieve individual goals but from the corporate
front. W. J. Reddin, cited in Akpala (1993:57), is of the view that the benefit of MBO to an
organization is that “it induces managerial effectiveness as a central value, facilities coordinated effort,
provides objective reward criteria, identifies advancement potential and development needs, and
facilitates change.” What the producer, marketer and advertising agencies/advertisers set out to achieve
through Uses and Gratification, MBO sets out to measure.

Problem
Considering the elements of marketing which essentially revolve around: Price, Place, Product
and Promotion, broadcast programmes by independent private producers have gained appreciable entry
as advertising channel(s) and such estimation have not been without the significant role of marketing.
To Nworgu (2010:3) marketing in comparison to other selling formats is premised on the fact that “the
consumers are put into consideration before manufacturing a product. Here, goods are produced
according to the taste and needs of the consumers”. Marketing entails exchange and continued
retainership. It is the very essence of any business/product/service/idea. Without it, the target audience
will not be accessed and penetrated. To this Azubuike (2011:125) concurs as follows:
The main task of organisation is to create and provide goods and
services that will attract and retain customers. Customers are
attracted through promises, and held and retained through
satisfaction…. These assets of the business organization have little
value without the existence of customers…

Smith and Taylor (2010:4) reaffirm that “Marketing has moved from ‘customer acquisition’
(wining new customers) through ‘customer retention’ (keeping customers for life) towards ‘customer
selection’ (dumping unprofitable customers while selectively seeking and keeping the more profitable
ones).” It is therefore expedient that the importance of marketing be established to determine the extent
to which it (marketing) propels the estimation of: Media Planners, Strategists, Business Development
personnel alongside advertisers in choosing the best platform through which products/services/ideas
can be communicated as the case may be.

Objectives of the study

This study was essentially aimed at establishing how marketing influences the decision of
media buyers’ in the placement of advertisements in broadcast programmes by independent private
producers. Also, it was geared towards:
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The Use of Broadcast Programmes as Marketing and Advertising Channels 97

1. Ascertaining the packaging importance of broadcast programmes by independent private

producers.
2. Evaluating the timing of adverts in broadcast programmes by independent private producers.
3. Determining audience delivery potency of broadcast programmes by independent private
producers.
4. Establishing the credibility of broadcast programmes by independent private producers.
5. Confirming the nature of funds put into broadcast programmes by independent private
producers.
6. Clarifying the rate regime of broadcast programmes by independent private producers.

Research Questions
In line with the research objectives, the following research questions were formulated to guide
the study:
1. Are broadcast programmes by independent private producers better produced?
2. How are adverts in programmes by independent private producers timed?
3. Do broadcast programmes by independent private producers deliver the expected target
audience?
4. How credible are broadcast programmes by independent private producers?
5. Are broadcast programmes by independent private producers better funded?
6. Do programmes by independent private producers have friendlier rates?

Methodology
Survey method was selected as the most appropriate for this study. It is most suitable because it
allows for unbiased and objective response from the respondents. Simple percentages were used for the
analysis because the various marketing decisions and advert placement rationales were independent as
well as the control variables that were used to implement the decision variations.
Population: All registered advertising agencies numbering 77 (Nworisa 2013) formed the population
of the study. This is so because the normal routing of adverts prior to placement are advertising
agencies having certified advertising practitioners.
Sample and Sampling Techniques: Cochran formula was used to determine the sample size which
resulted in 42. Therefore, 42 advertising companies out of the 77 advertising companies were
understudied, though 83 companies were listed and split into 5 generations. (Five) 5 companies of the
1st generation are moribund while 1 of the same group is not active. Hence, 77 advertising companies
formed the population of the study. However, 1 company declined completing the questionnaire out-
rightly, 2 companies did not return the questionnaires given to them, 2 companies had moved/relocated
from the known address, the location/address of 1 company was unknown to people upon enquiry and 2
companies were not active at the time of this study. Due to the above, 8 companies were the affected as
enumerated. (Thirty-four) 34 companies (through their employees) responded in varying capacities
(informed by the number of questionnaires received respectively-1 collected 3, 7 collected 2 each, 26
collected 1 each) totalling 43 copies of the questionnaire out of the 50 copies of the questionnaire
received by respondents. Considering the heterogeneous nature of the industry and the varying
strengths of these advertising agencies in line with the complexity of the accounts they handle per time,
the proportionate stratified random sampling method was applied.
Research Instrument: Having aligned with survey research design, questionnaire was used to elicit
independent and objective responses from the respondents – who are those within the advertising
agencies that have direct dealings with the purchase of advertising time in broadcast medium namely:

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98 Ezeah Greg and Abodunrin Kemi

Media Buyers/Planners, Media Strategists and Business Development Personnel (as applicable per
agency). The questions were formulated in simple language using the Likert scale format.

Findings
The researchers found as follows:

Table 1: Reasons broadcast programmes by independent private producers are better packaged.
S/N Packaging Statements S.A A. N. n(%) D. n(%) S.Dn(%) Totaln
n(%) n(%) (%)
1 Programme titles are 11 25 6 (14) 1 (2.3) 43
appropriate (25.6) (58.1) (100)
2 Programmes are adequately 8 (18.6) 22 9 (20.9) 4 (9.3) 43
timed (51.2) (100)
3 Talents are not in tandem with 1 (2.6) 12 11 13 2 (5.1) 39
roles (4)* (30.8) (28.2) (33.3) (100)
4 Script aligns with narration 4 (9.3) 29 7 (16.3) 3 (7) 43
(67.4) (100)
5 Costumes are not properly 6 (14.3) 10 8 (19) 15 3 (7.1) 42
picked (1)* (23.8) (35.7) (100)
6 Programmes have ideal 3 (7.3) 20 10 8 (19.5) 41
themes (2)* (48.8) (24.4) (100)
7 Programmes are a status 3 (7) 19 7 (16.3) 11 3 (7) 43
symbol for the audience (44.2) (25.6) (100)
8 Technical crew are not ideal 4 (9.3) 5 13 14 7 (16.3) 43
(11.6) (30.2) (32.6) (100)

Table 2: Timing pattern of programmes by independent private producers

S/N Advert Timing Statements S.A A. N. D. S.Dn(%) Total
n(%) n(%) n(%) n(%) n(%)
9 Time allocated to advert hinder 6 (14) 14 1 (2.3) 18 4 (9.3) 43
understanding of programmes (32.6) (41.9) (100)
message
10 Adverts take about 10 mins of 8 29 2 (4.7) 1 (2.3) 3 (7) 43
the time in a 30 mins programme (18.6) (67.4) (100)
11 Adverts take about 1/3 of the 4 (9.5) 17 6 11 4 (9.5) 42
time in a 45 mins programme (40.5) (14.3) (26.2) (100)
(1)*
12 Advert timing is better than that 2 (4.9) 4 (9.8) 25 8 (19.5) 2 (4.9) 41
of competitors (2)* (61) (100)
13 About ¼ of programmes time 3 (7) 22 8 9 (20.9) 1 (2.3) 43
are assigned to adverts for an (51.2) (18.6) (100)
hour programme
14 Adverts in programmes are 6 (14) 24 7 5 (11.6) 1 (2.3) 43
consistently interspersed (55.8) (16.3) (100)
(interval)

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The Use of Broadcast Programmes as Marketing and Advertising Channels 99
Table 3: Expected target audience delivery determinants for broadcast programmes by independent
private producers.
S/N Target Audience Delivery S.An(%) A. n(%) N. n(%) D. n(%) S.Dn(%) Totaln(%)
Statements
15 Programmes have specific 16 (37.2) 21 3 (7) 3 (7) 43 (100)
content for respective (48.8)
audience
16 They conform to 11 (25.6) 25 5 2 (4.7) 43 (100)
contemporary trends (58.1) (11.6)
17 Target audience easily 6 (14) 28 6 (14) 2 (4.7) 1 (2.3) 43 (100)
comprehend the programmes (65.1)
18 Programmes are supportive 2 (4.7) 25 14 2 (4.7) 43 (100)
of themes (58.1) (32.6)

Table 4: Credibility parameters for broadcast programmes by independent private producers.

S/N Credibility Statements S.A. A. n(%) N. n(%) D. n(%) S.Dn(%) Totaln(%)
n(%)
19 Programme have believable 6 (14) 27 5 (11.6) 5 (11.6) 43 (100)
attributes (62.8)
20 Proper transition between 3 (7) 19 14 6 (14) 1 (2.3) 43 (100)
scenes (44.2) (32.6)
21 Conformity of programmes 4 (9.5) 20 13 (31) 4 (9.5) 1 (2.4) 42 (100)
to content (1)* (47.6)
22 Content match/equal 2 (4.8) 20 13 (31) 6 (14.3) 1 (2.4) 42 (100)
publicity promise(s) (1)* (47.6)
23 Programmes yield 2 (4.7) 23 12 6 (14) 43 (100)
satisfaction (53.5) (27.9)
24 Programmes are popular 9 (20.9) 22 10 1 (2.3) 1 (2.3) 43 (100)
(51.2) (23.3)
25 Measurable 5 (11.9) 21 11 5 (11.9) 42 (100)
listenership/viewership (1)* (50) (26.2)
26 Match reach with 20 17 3 (7.5) 40 (100)
significance (3)* (50) (42.5)

Table 5: Determinants of the funding of broadcast programmes by independent private producers

S/N Funding Statements S.A. A. n(%) N. n(%) D. n(%) S.Dn(%) Totaln(%)
n(%)
27 Locations used are ideal 7 20 8 6 (14) 2 (4.7) 43 (100)
(16.3) (46.5) (18.6)
28 Costumes are appropriate 4 (9.3) 18 11 8 (18.6) 2 (4.7) 43 (100)
(41.9) (25.6)
29 Modern technology is 4 (9.3) 20 6 (14) 11 2 (4.7) 43 (100)
adopted in production output (46.5) (25.6)

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100 Ezeah Greg and Abodunrin Kemi

Table 6: Determinants of friendlier rate regime of broadcast programmes by independent private

producers
S/N Rate Regime Statements S.A. A. n(%) N. n(%) D. n(%) S.Dn(%) Totaln(%)
n(%)
30 Have friendly payment terms 5 18 10 9 (20.9) 1 (2.4) 43 (100)
(11.6) (41.9) (23.3)
31 Allows for bouquet (variety) in 4 (9.5) 23 10 5 (11.9) 42 (100)
purchase of advert spots (1)* (54.8) (23.8)
32 Volume discount 5 24 10 4 (9.3) 43 (100)
considerations given (11.6) (55.8) (23.3)
33 Credit facilities allowed 4 (9.3) 18 12 9 (20.9) 43 (100)
(41.9) (27.9)
*Indicate the number of respondents that ignored supplying answers for the concerned questions,
reason the total vary in the concerned rows.

As evidenced in the above tables, the general outlook is the overwhelming positive responses
by reason of the summation of SA and A columns accordingly subject to the passivity or otherwise of
the statements.

Discussion of Findings
Packaging, being the holistic perception of any concept/idea/brand, is everything.
Appropriateness of the programme titles, timing, suitability of roles, narration, costumes, message or
subject matter, image cum ego factor and technicalities of the crew formed basis of assessment. As
observed in Table 1 the enumerated aligns with positioning of concepts as perceived by competitive
stance of firms which Chime (2011:112-121) surmised. The amount of time assigned to adverts in
programmes by independent private producers also matter, while 69.8% agree the programmes are well
interspersed. This finding endorses the concerns expressed by Belch and Belch (2012:367) over timing
and clutter.Table 3in justifying specificity of programmes content for respective audience earned86%
support. The finding validates Belch and Belch (2012:11) conviction on target audience delivery.
On measurable listenership/viewership on Table 4, 61.9% responded in the affirmative and by
that negates/counters/disagree with Belch and Belch (2012:388,396) assertion. On the other hand,
58.2% that consented to programmes yielding satisfaction corroborates the submission by Nworgu
(2010:3). Whereas, 52.4% agreeing on programme content matching /equal publicity promises justifies
Azubuike (2011:25). Notably, favourable responses outweighed the other (dissenting opinions) on
funding which corroborates Smith and Taylor (2010:6) as well as Belch and Belch (2012:216) and
negate Yacim (2011) on her soliciting less stringent business environment by government cum desire
for single digit loans. Summarily, the percentage of favourable responses with reference to friendly
payment terms, bouquet purchase of advert spots, volume discount considerations and credit facilities
gesture at 53.5%, 64.3%, 67.4% and 51.2% correspondingly enable friendlier rates for adverts in
programmes by independent private producers.

Conclusion
The above submissions viz a viz: Packaging, Timing, Target audience delivery, Credibility,
Funding pattern and Rate regimeas concepts validate the impact of marketing as sine qua non to
effectively informing the decisions of media buyers in the use of broadcast programmes by independent
private producers for advertising.

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The Use of Broadcast Programmes as Marketing and Advertising Channels 101

Recommendations
The researchers recommend that broadcast programmes should be continually improved in line
with contemporary dictates for them to enjoy the market niche they aspire to earn in consonance with
objective(s) of any viable business as per competition. Also, the concerned association should insist on
standardized measure(s) of presentation/content as benchmark for the industry.

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