Industry News

If this isn’t proof that digital isn’t the answer for local businesses, then you shouldn’t be a broadcast media sales executive.
Borrell Associates forecasts local advertisers will spend 5.4% more on promotions this year and then add another 3.9% to their spending in 2018. “I know that sounds modest but in light of some traditional media which are going in the opposite direction this is good news,” Borrell VP Corey Elliott said during a webinar this week.
At the Promax BDA Station Summit in Las Vegas, local marketers and station groups outlined ways in which local TV can survive – even thrive – in an increasing competitive, fractured video ecosystem. In SmithGreiger's recent consumer survey, local news ranks third with 53% of consumers tuning in, compared with 62% watching movies, 54% watching TV dramas and 46% watching national news.
President Trump has said that he “will be including a provision in our $1 trillion infrastructure proposal to promote, foster and enhance broadband access for RURAL [emphasis his] America”. Trump's pick for FCC chairman, Ajit Pai, has said closing the rural digital divide is a priority for him and the commission.
A new report from Boston-based Strategy Analytics finds that while a shift from “traditional” MVPDs is indeed taking place, it’s happening, um, despacito … slowly. According to Strategy Analytics’ new Subscription Video and TV Forecast – North America report, overall annual spending on subscription video and TV services in the U.S. will peak at $130.3 billion in 2019. Revenue will then decline to $125.7 billion by 2022.
Just-released Kantar Media data shows TV outperformed the overall U.S. advertising during Q1 despite a lack of political dollars in just about every city. Kantar says television revenue declined 1% during the first quarter compared to a year ago. That compares to a 3.0% decline for total U.S. ad spend during the first three months of the year.
According to Advertising Analytics, Principled PAC bought seven spots targeting FXNC on the Atlanta Interconnect June 18 and 19. The buy totaled $12,370.
A new report by the Data & Marketing Association (DMA) finds that programmatic advertising and mobile payments are the leading technologies being adopted by marketers today with 32% and 31% of the marketers surveyed using them, respectively.
National TV ad spending rose 2% in May from a year ago, according to new figures from research company Standard Media Index. Broadcast networks registered a 1% increase, while cable networks posted a 2% gain.

TVB Features

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“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

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