ABSTRACT
This chapter focuses on the paid media forms of television (TV), radio, newspaper, magazines, and out of home, including their digital formats. It explores the five major paid media categories: television, radio, magazines, newspapers, and out of home. The chapter looks at the major characteristics of each paid media form. Almost every household in America has a television set. Eight in ten adults have two or more. The average household has three sets. From a paid media standpoint, one of the issues used to be that the original video on demand (VOD) ads were hardwired to the program, most VOD offers dynamic ad insertion where ads are inserted right before the program content plays. Television advertising is the most pervasive media form available, given that the average American is watching about five hours or so of TV every day and spending more time with TV than all other major paid media.
