TVB Commentary & "Quotables"

“The sooner we get to a fully measured consumer experience, the better for everyone, including the consumer. Nielsen is the leading candidate to do that, but, make no mistake, someone will make it happen. The result will be a world in which the answer to viewer behavior questions will not depend on who you ask.”—Hank Price, director of leadership development, School of Journalism & New Media, Ole Miss
“The approach needs to be not about pulling away linear TV dollars, but how digital can help support and amplify our client’s linear TV spends.”—Steve Carbone, managing director, MediaCom NA
“TV is the main driver because it has scale and an emotional connection. It drives people to websites. It allows an ad campaign to work harder. TV and digital should work together.”— Bob Feinberg, VP, Yonkers Honda
“We’ve been tolerant for too long. It’s not acceptable to have brands showing up where opioids are being offered, where illegal drugs are promoted, where abhorrent behavior is present or where violence is seen. The apologies are heartfelt and appreciated, but that’s not good enough.”—Marc Pritchard, Chief Brand Officer, P&G
“Lawmakers can increase regulation on these behemoth tech companies to ensure that these companies cannot use their market power to stifle competition and the financial viability of local news.”—Gordon Smith, president, NAB
“The idea of marrying TV to digital is becoming established, but now you have to marry the TV advertising and monetization to the digital side as well. Content verticals such as sports and entertainment provide a golden opportunity to use the strength of broadcast to drive online conversion.”—Dan Albritton, CEO, Megaphone TV
“Local TV can get to the next level by moving toward prescriptive selling, and attribution is an important piece of that strategy. Attribution will be increasingly important for local TV's selling initiatives, including spot and digital touchpoints, to prescribe and document results of campaigns.”—Rick Ducey, Managing Director, BIA Advisory Services
“I think younger news consumers want to consume brands they feel like they have a connection with, and television stations have had a connection with their audience for a really long time. Taking advantage of that is really important.”—Andrew Heyward, Knight Senior Researcher in TV News Innovation, ASU Cronkite School of Journalism

“With the digital landscape being very crowded and consumers being bombarded with questionable ad messages online, advertising on TV provides reassurance that a brand is legitimate.”— Lux Narayan, CEO & Co-Founder, Unmetric

“Television remains the best channel for conveying emotional brand images and sustaining them over time.”— Zenith, Automotive Advertising Expenditure Forecasts Report
“Our survey indicates that buyers of traditional media are extremely comfortable purchasing a myriad of digital ads from their local salesperson, so sellers should be prepared to sell offers across multiple platforms.”—Celine Matthiessen, Vice President of Analysis and Insights, BIA
“The consumer sentiment that we heard and felt most during the lab testing was excitement about ATSC 3.0 capabilities and a high overall level of interest in engaging with those capabilities and services through their local broadcasters.”—Bill Hague, EVP, Magid
“At any given minute there are nearly 5.3 million millennials watching TV in the U.S. That compares with the 2.2 million watching YouTube or the 1.1 million listening to Spotify.”—Video Advertising Bureau, Left to Your Own Devices Study
“As D2C brands continue to grow, many are now expanding their advertising efforts to include non-digital channels like TV, where they can broaden their reach and apply insights to better connect with their audience.”—4C, Growth Pushes Brands Beyond Digital
“Connected TV is a complement. It’s definitely not a substitute [for linear TV]. You look at the Nielsen numbers, and the time spent on linear TV is more than connected TV.”—Garrett Winkler, Director and Connected TV Lead, Modi Media
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