TVB Commentary & "Quotables"

“As they are aging, millennials are watching more television. People between 35 and 39, the oldest of the millennial population, are watching 71% more network TV than when they were in their early 20s.”—David Poltrack, Chief Research Officer, CBS
“Why does spend over 2 million dollars weekly in TV ads? In this digital shopping world isn’t traditional media dead? No, it’s not. Amazon buys so much TV because traditional media, when done properly, triggers digital-shopping action.”—Adam Armbruster, Senior Partner, Eckstein, Summers, Armbruster & Company
“Two decades ago, the FCC blessed the transition from analog to digital television, which ushered in the broadcast-led era of HDTV that dazzled consumers and was the envy of the technology world. Today, the Commissioner endorses Next Gen TV, which marks the beginning of a reinvention of free and local broadcast television in America.”—Gordon Smith, President, NAB
“We knew there was a scale to the over-the-air audience historically. It certainly wasn’t a secret, and we saw the potential for what we’ll call the opportunity to partner and create value for local stations and groups in this space, and at the same time serve consumers.”—Jonathan Katz, CEO, Katz Broadcasting
“It’s a killer fact that 89.5% of time spent viewing streaming services is on the TV glass and not on PC, tablets or smartphones. It’s an interesting reflection on how streaming is done – as a part of and not a replacement to the traditional TV experience.”—Steve Hasker, COO, Nielsen
“I want America to be at the forefront of innovation in the broadcast sector, the wireless sector, and every other sector of the communications industry.”—Ajit Pai, Chairman, FCC
“What millennials want more than anything else — accurate, credible, unbiased content — seemingly would appeal to all viewers. If a station can build their news brand around this—and walk the walk—it at least will have the foundation that millennials say is important.”—Scott Fiene, Asst Dean & Asst Professor of Integrated Marketing Communications, University of Mississippi
“TV has had a good run in the last year because it’s demonstrated that it gets broad reach and high engagement, the quality of the content has become significantly better and it’s very efficient and effective.”—Marc Pritchard, Chief Brand Officer, P&G
“NextGen TV has the potential to dramatically improve visibility and reach for broadcasters and advertisers that rely on local TV to reach their audiences. A platform that is more robust, transparent and rich with data and reporting capabilities can only deepen the great value of local advertising.”—Anne Schelle, managing director, Pearl TV
“Indeed, recent studies indicate that we are watching more TV than ever, mainly thanks to an increasing array of apps that are transforming TV into a fundamentally different process of production and consumption through engaging, sharing, and instantly commenting.”—Jacob Groshek, associate professor of emerging media studies, Boston University
“When you eat an apple or a piece of cake, you know how many calories is in each. In the same way, we need one clear ratings view and measurement system across the global digital industry that allows us to better examine how we’re spending our total media investment.”—Keith Weed, CMO, Unilever
“Broadcasters and other news outlets have played a critical role in conveying emergency information, and in some cases, even coordinating live, on-air rescues. Everyone who is pitching in deserves our gratitude and support. We’re all in this together.”—Ajit Pai, Chairman, FCC
“You can only make so much money on people who already know your brand. To reach everyone else, you need TV.” —Jeri Smith, CEO, Communicus, Inc
“TV never died — so a resurrection is impossible. Born again might be a more apt analogy. Whatever you call it, the TV industry is on the right track, and its future is anything but dire. The best years of television are still to come!” —Ed DeNicola, Head of TV, Cambridge Analytica
“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
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