TVB Commentary & "Quotables"

“Remember one thing — where you watch amazing content. On your TV, tablet and laptop – the best available screen at the time, but still largely inside the home. There are new and fast-growing players and new distribution models, both ad-supported and not, and we consume it across more screens. But folks, it’s all still TV.”—Kris Magel, President, DAN Media Clients, Dentsu Aegis Network
“The belief that every sale that can be tracked to digital media is wholly and fully due to the consumer seeing media is an inflated and often false perception. Forget about ad viewability. Forget about consumer purchasing habits. Forget the millions of reasons this is a horribly inaccurate assumption.”—Fred Ashkam, Director of Analytics, IMM
“Broadcast TV maintains its central position in America’s households because locally delivered programming informs, entertains and enriches the daily lives of viewers. For that reason, local broadcast TV remains the dominant ad-medium for national agencies, small- to mid-sized businesses and political campaigns to reach and influence consumer and voter decisions.”—Leo MacCourtney, President, Katz Television Group & Chairman, TVB
“Broadcast TV today routinely punches far above its economic weight in delivering high cost, high value, highly rated programming. No other platform delivers high quality scripted programming, big league sports and daily local and national newscasts. All of that programming is available for free to anyone who wants to put up an antenna.”—John Hane, President, Spectrum Co.
“Trump news may dominate national cable TV shows because of the viewership it generates, but that effect doesn’t translate locally. As a result, local broadcast news organizations are best able to transcend the DC reality show and focus on the issues affecting the people who live in their own community.”—Frank Mungeam, Knight Professor of Practice in TV News Innovation, Knight-Cronkite News Lab
“Whereas TV’s contribution has traditionally been confined to brand and awareness only, the availability of data from smart devices and the application of this data have significantly changed the game.”—James Rothwell VP of Global Agency, Brand and Industry Relations, FreeWheel
“As the marriage between TV and digital continues to strengthen, content creators with audiences on both fronts will be uniquely positioned to provide cross-platform reach and sequential creative messaging — “table stakes” in the age of fragmented media consumption.”—Jonathan Sumber, VP of Digital Sales, Hearst Television
“55% and 58% of voters in Arizona and Florida, respectively, ranked TV as “most important” in terms of generating awareness; more than all other media combined. 67% and 71% of voters in Arizona and Florida, respectively, ranked TV as “most important” in motivating them to ‘get out and vote.’”—Research Now SSI, Voter Funnel 2018
“ … on Monday night, we have one final chance to reach undecided voters before Election Day. We can win if we can run our ads on Dancing With The Stars and Monday Night Football, but if we don’t, these are exactly the voters who might stay home instead of getting out to the polls. Running these ads can win us this race.”—Congressional candidate email to supporters on 11/1/18
“The spate of newly successful direct-to-consumer companies are themselves making heavy use of TV along with digital, although they themselves are digital companies. The light of TV ROI is hard to hide under a bushel, not to mention branding effects.”—James Fennessy, CEO, Standard Media Index
“Speaking for the broadcasters, I can assure you that competition for advertising dollars among them is as cutthroat as it has ever been in the medium’s 70-year history.”—Harry Jessell, editor, TVNewsCheck
“It is the journalists that are working the field, that have a passion to do something better, to create content that their audience wants to watch. That is where we found the best innovation is coming from.”—Ellen M. Crooke, VP of News, TEGNA Media
“While OTT video may be the hot topic in the media industry, traditional linear TV remains king of the castle -- for now. Samsung’s data found that 81% of its smart TVs still tune in to linear TV.”—Alex Weprin, writer, MediaPost
“To anyone who is honest and takes a step back, there is no question that the best thing for our business would be a full relaxation of ownership restrictions - the best thing for consumers, employees and the communities that we serve. Arguments to the contrary are defensive, self-serving, misinformed or a combination thereof.”—Jack Abernethy, CEO, Fox Television Stations
“43% of millennials said they purchased a product they saw while watching TV--either in the program or during an ad, compared to 25% of all adults.”—2018 VAB Study
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