TVB Commentary & "Quotables"

“An essential point to see is that local TV operators have a path to doubling their digital revenue growth simply by monetizing the audiences they already create on Facebook.” —Rick Ducey, Managing Director & Mark Fratrik, SVP, Chief Economist, BIA/Kelsey
“Local TV news remains a vital and highly regarded source of information and a cornerstone of the community fabric, thriving in an age of iPhones, Facebook and Twitter.” —Dick Reingold, VP & GM, WCTI
“Is linear TV dead? Ha! No, nor will it be for some time (if ever). TV is the strongest it has ever been — and with ATSC 3.0, I expect that TV will begin to take dollars back away from digital.” —Gabe Greenberg, CEO & Co-Founder, GABBCOM
“The major issues in digital are that the supply chain still has way too many touch points in it and it lacks transparency.” —Marc Pritchard, Chief Brand Officer, Proctor & Gamble
“While ‘the death of TV’ makes for a great headline, the reality is that the medium isn’t going anywhere. For advertisers, TV provides a guaranteed audience, along with content protection and, more recently, real-time measurement, targeting and optimization.” —Kevin O’Reilly, CTO, TVSquared
“Broadcast TV defies gravity. There’s so much talk about targeting and hypertargeting, yet broadcast TV remains mass. That’s probably why it remains so popular. Its niche is mass—and it probably reaches more niches in that mass than anyone else can.” —Gordon Borrell, Borrell Associates
“Time passes and technology changes, but local broadcasters remain the linchpins of their communities.” —Ajit Pai, Chairman, FCC
“Much like in life, when two people tell you the same thing…when two channels tell you the same thing you're much more likely to buy.”—Richard Bussy, UK & Ireland Measurement Lead, Facebook
“Dollar for dollar, TV provides the most scale and delivers the highest return on ad spend from both a sales and awareness perspective.”—Neustar, from study, “Is TV Advertising Still Effective?"
“The power and potency of local news endures, perhaps all the more so in a fragmented digital age. It's a reality generally missed by media reporters.”—James Warren, Chief Media Writer, Poynter
“The Accenture study found that, at the top of the purchase funnel, premium content delivers four times as much brand awareness for every dollar spent as paid social media, and more than eleven times as much as short-form digital video.”—Linda Yaccarino Chairman, Advertising Sales and Client Partnerships, NBCU
“One of the biggest falsehoods in the marketing echo chamber is that television is 'dead' – and that lie is usually spread by companies with something to gain or people who do not bother to research what the good data actually says.”—Samuel Scott, Director of Marketing & Communications, Logzi.io
“TV advertising is the best way to reach multi-generational, diverse demographics with the same medium.”—Kevin O’Reilly, CTO, TVSquared
“Technology may change, but the highest-quality content will always find its way to broadcast TV because of its unparalleled reach.”—Gordon Smith, President, NAB
“More and more viewing is happening outside of seven days. When you extend the window to 35 days, in some cases you see double digit increases.”—Sara Erichson, Client Solutions & Audience Insights EVP, Nielsen
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