The discussion clarifies the concepts of "bumps" and "teases" in news programs. A "teaser" is defined as a segment designed to capture viewer interest, while "bump" refers to the costs associated with securing a commercial position that has already been sold to another advertiser. Specifically, bump rates are the higher costs incurred by a new advertiser to displace a previous one, typically involving preemptible rates. These definitions are essential for understanding advertising dynamics in media programming.
PREREQUISITESMedia students, advertising professionals, and anyone involved in the production or marketing of news programs will benefit from this discussion.
Bump Rates - The costs that must be paid by an advertiser to secure a commercial position previously sold to another advertiser. To "bump" the previous advertiser, the new advertiser must pay a higher rate. However, the previous advertiser had to have (in most cases) purchased the slot at a "preemptible" rate.