TVB Commentary & "Quotables"

TVB provides commentary and POVs on issues that affect the broadcast media industry. We welcome your feedback by emailing commentary@tvb.org.

TV Still Dominates World Media Use

8-22-14
“Worldwide, TV viewing remains the single biggest media activity. On average, 2.58 hours per day are consumed globally, according to London-based GlobalWebIndex’s recent Media Consumption report. The U.S. remains the biggest TV market, with an average of 4.33 hours a day.”  — Wayne Freedman, MediaPost More >>

Cultural Changes In Attitude Toward TV

8-15-14
"Really, television is now more than ever at the center of culture…You can go to a sophisticated party in New York City now and people will be talking about television programming…You can go to a bar in a lower socio-economic neighborhood and they'll be talking about television. They may be talking about different programs, but they'll be talking about television"  — David Poltrack, CBS' Chief Researcher …More >>

Back-to-School Season Should be 'One of Best': Retail Expert

8-08-14
"Apparel is good and there are a lot of new trends out there that we think the customer will respond to for fall," said retail analyst Mary Epner, a former executive of Saks Fifth Avenue and Aeropostale. "We think it's going to be one of the best retail back-to-school fall periods that we've seen in a long time."  — Mary Epner, Retail Analyst …More >>

Planners See Taking Advantage of Technology As Winning Strategy

8-01-14
The reports of TV’s death are greatly exaggerated. In fact, in some ways, technology has only made TV viewing more vibrant and potentially relevant. Consumers are now viewing TV while engaging with multiple devices, enabling them to search for products and interact in real time with other consumers, influencers or even the brands they’re seeing on their TV screens. Viewers can provide immediate commentary and feedback, read product reviews and even purchase in the moment; technology is actually making TV viewing far more social and instantaneous, pulling the viewing experience further down the purchase funnel. In many cases, this has shortened the purchase journey to a matter of minutes or even seconds. — Kristin Goodloe, MediaComMore >>

TCA: Networks Urge Press To Abandon Live + Same Day Ratings Reports

7-25-14
“If you were a sports reporter, you would not report the winner based on the third-inning score – that’s what you’re doing if you use Live + Same Day ratings.” — CBS Research guru David Poltrack (as reported in Deadline Hollywood)  …More >>

TV Viewers Of The World, Untie: Finally Cutting Cable

7-17-14
“I hadn't thought about a TV antenna since 1985, but it may be time to go back to the future… Since 2009, U.S. TV signals have been digital and usually broadcast in high-definition. If you watch mostly network shows like "NCIS," (a digital antennae)  may be all you need. Some videophiles argue aerial signals are even sharper than cable's compressed video, and over-the-air broadcasts work with DVRs like the TiVo.” —Geoffrey A. Fowler, The Wall Street JournalMore >>

Local Broadcast Stocks Win Big

7-11-14
With Aereo dispatched, the market will begin to recognize other opportunities that make (broadcast TV) stocks attractive. Political ads on local TV could rise 13% this year from 2010….Meanwhile, the comeback in auto sales has restored local stations' best advertisers.  TV's bears will still point to a slide in ratings for broadcast television -- Americans' attention has become a fickle thing. But the value of TV's advertising actually rises with our distraction. There's still no better way to mass an audience.  — Alexander Eule, Barron’s…More >>

Aereo Court Loss Protects $4 Billion in Broadcast Fees

6-27-14
CBS Chief Executive Officer, Les Moonves, reacts to Wednesday’s Supreme Court decision on Aereo in an interview with Bloomberg Television: “And all that’s important here is that broadcasters and cable content companies and everyone who’s involved with the content producing business gets paid appropriately for their content. So it’s a very good day for our future.” - CBS Chief Executive Officer Les Moonves…More >>

Wall Street Journal: Mars CMO Pledges Allegiance to Broadcast TV in WSJ Interview

6-20-14
Bruce McColl, a 22-year Mars veteran, when asked in a Q&A with The Wall Street Journal which platform he would choose if he could only pick one to market the company’s products, said, “Broadcast TV.” “Our approach to marketing is to make sure we know what will drive our business. It [broadcast TV] has the biggest reach... If we want to grow, we have to reach a lot of people and we have to nudge and remind them to remember Pedigree, Snickers and Uncle Bens. That leads to our creative ambition which is entertainment. How do we entertain people? They are not lined up waiting to hear our next piece of communication. And that has to be done at scale.”   — Bruce McColl, Chief Marketing Officer, Mars, Inc.  More>>

Campaigns & Elections: It’s TV + Online, Not TV vs. Online

6-13-14
“As we hear various versions of the following comments: ‘This is the year of online, digital and mobile’ or ‘TV is losing viewers in droves’ or ‘TV spending is dropping faster than (insert bad political metaphor of your choice),’ we remain skeptical. Why? The reality is that, so far, those predictions have not come true. There are two things to consider: First, broadcast TV is still the most effective way to reach the largest number of voters and move poll numbers; Second, TV is fighting back and is becoming highly targetable. We won’t see TV spending be surpassed by online spending. Rather they will become completely integrated.” — Russ Schriefer, Partner, Strategic Partners & Shannon Chatlos, Managing Partner, SalientMG  
 
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