—Focus on TV as Essential News Source and Social Media Driver Reinforces Television’s Role as the Dominant Medium for Consumers and Brands —
New York, September 13, 2013 – With a keen focus on targeted localism and multiplatform news and program content, television is thriving in the “Social Age,” according to the TVB, the not-for-profit trade association of America’s commercial broadcast television industry, which will highlight the many facets of local broadcast television’s ongoing evolution at the 2013 Forward Conference on September 18th in New York City. While consumers now enjoy the freedom afforded by tablet, smartphone and laptop viewing options, traditional TV viewing still accounts for approximately 90% of total monthly video viewing, with more than four hours of average daily viewing per person and with 97% of viewers watching programs as they are broadcast live and time-shifted each week. “There’s no doubt about it, with record levels of time spent viewing and unrivalled credibility related to local news and other locally produced content, viewers and brands have confirmed that television is enjoying a renaissance, or new Golden Age,” said Steve Lanzano, President and CEO of TVB. “This is an exciting, innovative time for local television from both a technological and a cultural perspective as viewers rapidly adopt television broadcasters' Mobile DTV offerings and apps, to connect and converse about their local news, sports and favorite programs.
“With expert-led presentations on those topics most relevant to industry followers, the 2013 Forward Conference will deliver key insights and perspectives on the economic, political, social, technological and consumer behavioral factors shaping local broadcast television over the near- and long-term across its multiple screens. While the media eco-system rapidly evolves, television, particularly local broadcast television, remains the dominant medium for consumers and brands and makes a significant difference in viewers’ daily lives.”
The topics, issues, opportunities and challenges to be addressed at the Forward Conference include:
Television is the Dominant Force in Consumers’ Media Lives
Not only are consumers spending more time with television in general, but traditional television remains the dominant reach medium among American consumers, despite the proliferation of video content available across other platforms. According to Nielsen’s latest Cross-Platform Report, overall TV usage increased by 3 additional minutes versus the same period last year. In addition, compared to other media time spent viewing traditional TV on an average weekly basis dwarfs streaming video by a factor of 42 and mobile video by a factor of 127. Forward Conference Featured Session: “The State of the Industry” Steve Lanzano, President/CEO, TVB.
Screen Shifting Offers New Freedoms and Flexibility to Watch Wherever and Whenever
Technology innovation is allowing broadcasters to synch with viewers’ on-the-go lifestyles. Unlike previous generations, consumers today have multiple choices in how, when, and where they choose to watch their local news and entertainment programming. The DVR opened up the door of time and Mobile Digital Television is allowing consumers to screen shift their TV viewing, in real time, from in-home TVs, to tablets, smartphones and in-vehicle infotainment systems. Forward Conference Featured Sessions: “Shift Happens” Charles Kennedy EVP, Research & Insights, NBC Universal and “Local Broadcast TV News: Sparking Consumer Engagement” Stacey Lynn Schulman, CRO, TVB and Matt O’Grady EVP/MD, Local Media, Nielsen.
Political Campaign Strategists and Big Business Rely on Local Broadcast Television to Deliver their Most Important Messages
Over 80% of political advertising dollars allocated to TV are spent in Spot Television as local broadcast television continues to be the dominant medium to build brands, quickly reach more voters than any other medium and win elections. Presidential spending on local broadcast TV stations in 2012 (from the conventions to Election Day) grew by over 65% compared with 2008 levels. PACs/Super PACs have also embraced local broadcast television as a key campaign management tool.
For industries undergoing paradigm shifts, local broadcast television is the optimum channel to ensure consumers are fully informed and engaged. For example, as the Affordable Health Care Act moves closer to implementation, insurers, exchanges and other entities affected by this change are now taking to local television to have their messages understood by Americans. Forward Conference Featured Sessions: “The Future of Political Campaigns: Where, How, How Much?” Moderated by George Stephanopoulos and “The Financial Analysts” Moderated by Marci Ryvicker.
See It, Socialize It: Television Creates Connections between People…and Brands
Local Broadcast Television allows brand managers and marketers to maximize their ROI, by focusing their messaging to where their customers are, and they can do it with the scale of national messaging, but with the flexibility of targeted markets and demographics. The water cooler has gone social and local broadcast TV is the primary driver of these conversations. Television and social media are now working symbiotically to create a Cultural Currency that builds brand engagement and moves consumer behavior. The constant flow of social media makes the long-term returns on traditional media immediately observable, allowing marketers to make more informed decisions in real time.
Brands and media entities alike have turned to social media as they seek to understand how to leverage the medium to amplify their brand messages or promote their programming. In 2012, Trendrr TV measured more than 800 million social interactions around TV programs on just the day they aired and estimated that if expanded to include post airing chatter, the number of social conversations deriving initially from TV content would be in the billions. TV is the one thing that we can all discuss equally, connecting us on a level like no other subject – even those “other” topics that trend on social media like weather, sports and politics. Forward Conference Featured Session: “TV & Twitter: A Social Media Relationship” JP Maheu, MD, Global Brand & Agency Strategy Twitter.
Lanzano concluded, “Some have said that television isn’t what it used to be, and they’re right, it’s better! Television remains the central hub of consumers’ entertainment and information lives, the main connector of people and the driving spark of daily conversations. The industry’s ability to leverage technology and innovation advances for the benefit of viewers and brands has only strengthened TV’s role as the dominant medium. Every day, local broadcast television remains the medium that has the most immediate reach, widest scale and most central place in the minds of the American consumer.”
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.