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: email@example.com.
We recently conducted a survey of media industry participants, cutting across different functions to gather a broad perspective on the state of advertising. We heard almost universally that uncertainty in the macro-economy is having no impact on advertising budgets.
In response to commentary by Ed Rabel critical of local TV news, the president-GM of WXII Greensboro/Winston-Salem, N.C., rebuts: "We live in a new golden age of over-the-air television. Leading stations with strong newscasts find themselves offering more services to more people than ever before."
B&C guest poster, Peter Dunn, president of CBS Television Stations, disagrees with some findings in Pew’s “The State of the News Media 2013.”
In the 3rd quarter of 2012, television continued to dominate video viewing. According to Nielsen's 3rd quarter 2012 Cross-Platform Report…
While ratings remain an important metric for media industry observers to monitor, they are only one variable involved in determining how valuable a TV network is to advertisers. As ratings converge between broadcast and cable networks in particular, the insights that ratings provide on the health of a network will also diminish. By contrast, reach – and a network’s incremental reach in context of the rest of a marketer’s plans – has become more important in recent years, because it becomes harder to cost-effectively aggregate reach. To the extent that fragmentation continues, the importance of reach will only grow into the future.
Ann Mack, director of trendspotting at JWT, talks to Media Life about why 2013 may be the year that tech really takes over and why trends should matter to media buyers. Click here for JWT’s 10 Trends for 2012 Executive Summary
We wrote an extensive piece on viewing trends of kids this week, highlighting the notion that there is no sufficiently high-quality data to support any assertion that the rise of online video and Netflix is related to declining TV viewing among kids. Nonetheless, many among our readership are adamant that their observations within their own households and among their friends confirm the secular trend thesis. While some segments of the population are heavy users of online video, even this segment still watches a lot of traditional TV. Live-only television will continue to account for the dominant share of video viewing until much further into the future than any investor should likely be concerned with.
The US Senate Committee on Commerce, Science and Transportation held a hearing this week on “The Cable Act at 20”. The hearing highlighted to us that Congress is paying particular attention to the regulatory matters which drive so much of the video industry’s structure. Broadcasters benefit from the status quo despite technological change around them, which can’t be stopped under any circumstance. However, broadcasters should hope that their efforts to use the law to restrain the growth of technology (including the delivery of broadcast signals over IP) won’t have the unintended consequence of unleashing regulatory changes which will not prove as beneficial as those regulations which are in place today.
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