TVB Commentary & "Quotables"

“The local TV or newspaper consumer is significantly less likely than consumers of other news to boycott a brand and view that advertising placement as something toxic or a reason to walk away from a product. We can expect this trend of tribalism and boycotting to only get worse before it gets better—which is why my money is on local TV and newspapers to survive that trend.”—John Dick, Civic Science, Founder & CEO
“We’re battling the misconception that everyone is on vacation or outside all of the time and just running away in droves from TV during the summer—and that’s just not the case. People are still consuming vast amounts of TV during the summer.”—Jason Wiese, SVP of strategic insights, VAB
“Trust is everything for a brand. A brand without trust is merely a product, so Unilever needs to make sure we are in a trusted and transparent environment.”—Keith Weed, CMO, Unilever
“But the truth is that TV isn't going anywhere…Brand advertising on TV is still a proven tactic for increasing sales, and it's still an effective, creative way for marketers to share their message with a national audience.”—Nick Troiano, CEO, Cadent
“TV makes the virtual more real. TV advertising creates huge effects instantly. It also helps build and nourish profitable, trusted brands for the long-term. As online brands have little or no physical presence, TV’s ability to create emotional connections with huge audiences around the world is vital.”—Katty Roberfroid, Director General, egta
“You may be watching CNN, Fox or MSNBC but in the early bewildering, frightening moments, when the unthinkable has occurred, that video you are watching is likely being provided by local TV boots on the ground.”—Richard Reingold, VP & GM, WCTI
“These digital-native, data-driven brands spent over $2.5 billion on TV advertising in 2017 alone. TV is where outcomes-obsessed disruptors go when they need to get big.”—Sean Cunningham, president and CEO, VAB
“What we have seen consistently, is consumers –even young viewers—saying they still think live content, such as sports, as well as a major event like the season opener or finale of a show, is relevant.”— Brett Sappington, Senior Director of Research, Parks Associates
“One of the most enticing facets of programmatic TV is that it allows advertisers to use automated data and buying tools to reach a precise audience of their most valuable customers…Programmatic TV combines the full-screen attention of television with the targeting of digital advertising.”— Ashish Chordia, CEO, Alphonso
“We anticipate political advertising will generate significant ad revenue for local television this year, in particular for over-the-air revenue. Of all media, television still dominates in political years, even as campaigns integrate more digital advertising into their overall strategy.”— Mark Fratrik, SVP & chief economist, BIA Advisory Services
Advertisers reassessing where best to spend their budgets are starting to understand that TV can offer reach, security, and reassurance that their ads are being placed, and seen, in a trusted, brand-safe environment.”—Sonia Marguin, Head of Research & Insights, Euronews & Africanews
“We are told local TV news programming will have a big future — on traditional linear TV or perhaps more on digital media platforms — because of the value of live TV. Immediacy can be everything to news TV consumers, specifically trust in an age of ‘fake news.”—Wayne Friedman, Editor, MediaPost
“By far local TV is in the best position for the future of supplying local news.”—Bob Papper, Professor of Journalism, Hofstra University
“After linear TV, more Americans watch video content on OTT than on VOD or DVR, and the medium is skyrocketing.”—Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab
“We’ve done the math for TV. TV is massively under-credited. TV is undervalued. You don’t just have to be on TV, you have to be on TV a lot.”—John Hoctor, founder and CEO, Data + Math
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