Feature Commentary

A column where industry thought leaders share their POVs on issues that affect the broadcast media industry. (Feature commentaries do not necessarily reflect the opinions of TVB.) We welcome your feedback to: commentary@tvb.org.

The Winter of Our Discontent… But Not for Local News

3-20-15
“The news that local news is a strong 'go-to' source is actually old news. Neither rain, nor snow, nor heat of day will keep the newscaster from his or her appointed rounds, and the viewers from watching local news.”—Bruce Goerlich, Chief Research Officer, Rentrak…More >>

Are You Ready for Data Science?

3-13-15
“Having the right architecture for your data science function is as important as having the right architecture for your physical work environment.” — Shelly Palmer, Managing Director, Digital Media Group at Landmark Ventures…More >>

Local Broadcast TV’s Integral Role in American Culture

2-27-15
The ability of local broadcast TV stations to serve our nation’s local communities rests on the existence of viable revenue streams that Congress has traditionally made available to promote local television service.  Compromising the ability of local TV stations to compete for such revenue streams would create a regulatory imbalance that would threaten the unique benefits of localism and ultimately jeopardize the future of local broadcast TV. …More>>

Changes, Fast and Slow: Horizon's Bill Koenigsberg on the Upfronts, Viewability and More

2-13-15
If you committed all your dollars then that kind of ties your hands in terms of reacting in real time, said Mr. Koenigsberg.…More>>

Mobile Marketing: Still Early Innings For Brands

1-16-15
Brands are beginning to put much more serious resources into mobile marketing, especially including the development and promotion of apps. We continue to see mobile advertising and app-install ads as still in the early innings of a very long game.— Brian Wieser, CFA, Pivotal Research Group…More>>

The Process of Buying TV Ads Is About to Undergo a Huge Shift

12-05-14
As the concept of “television” evolves into advanced TV, The Trade Desk is poised with the world’s most sophisticated agencies and tech partners to seize that opportunity just as we did when publishers brought inventory into the RTB marketplace a few years ago. The speed of this paradigm shift is accelerating, and the opportunity for advertisers—and viewers—is immense. — Jeff Green, AdweekMore>>

Dumb Stuff Said in Washington, D.C.

11-20-14
Inside the bubble of Washington, DC — which often challenges Hollywood as the true entertainment capital of the world — one hears astonishingly silly proclamations almost daily… —Dennis Wharton, EVP Communications, NAB…More>>

In God We Trust (Everyone Else Bring Data)

11-07-14
The issue of secular vs. cyclical shifts of spending in advertising remains as one of the most critical factors impacting media stocks and played out as an important issue this past week over the course of a flurry of earnings reports from owners of national TV properties. Which view (or views) are right? As the vast majority of media owners have now reported their third quarter results, we can put our own conjecture aside for the moment and focus on what the new data is telling us instead. —Brian Wieser, CFA, Pivotal Research Group…More>>

A Revisionist’s Recent History of TV and Internet Advertising

10-24-14
One of the most important historical “facts” underpinning why national TV ad spending has been weak this year is the idea that the industry is experiencing some kind of broadbased “shift” by marketers, collectively. While we are fully aware that the large brands who dominate TV have been incrementally shifting spending into digital media for nearly 20 years, we have disagreed that anything particularly radical is occurring at this time, at least on a broad basis. —Brian Wieser, CFA, Pivotal Research Group…More>>

MBPT Spotlight: In 2015, the Programmatic TV Tipping Point Begins

10-17-14
The reality is that both buyer and seller can potentially benefit from programmatic TV. Media agencies can achieve lower effective target CPMs (true advertiser target) while sellers can improve yield. And all players complete transactions in less time, with fewer mistakes.…More>>

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