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- So Lance Admits Guilt on Ca… by Don Seaman
So Lance, you’re a fallen American icon seeking some damage control and a way to rebuild your brand. But you have some harsh realities to face. You’ve been branded a cheat by most of the public. You need some soft focus and a gentle hand, hoping that the public can see you as a sympathetic[...]
- Electing a President: When … by Don Seaman
At the end of the day – Election Day, that is – numbers matter. They matter very much. There are three numbers that matter for two men in particular, and thus for their beloved country. They are: 65,899,557, 51.1%, and 332. Total votes, percentage of the popular votes, and the Electoral College delegates. Those were[...]
- What Topped TV’s Holiday Li… by Abby Auerbach
The next holiday shopping list you check off is likely to be done on your new gift. With over 21 million tablets flooding the marketplace this holiday season, chances are good that tablets are going to be declared the hot electronics item under the 2012 tree. eMarketer sets the number at 54.8 million tablet owners[...]
- Lessons From a Dark and Sto… by Don Seaman
Somewhere in the suburbs of northern New Jersey, a phone rings. The caller is bearing news: “I just heard that there’s a station open. I’ll text you where you need to go.” It doesn’t matter that it’s 9PM. You have to take your opportunity when you can. So you run out the door to get[...]
- Project Roadblock – Broadca… by Don Seaman
Driving drunk is never a pre-planned decision. It’s usually a bad decision compounded by unintended circumstances, but one that very often has dire consequences. To make sure that message sinks in, the Ad Council, the National Highway Traffic Safety Administration, the TVB and local TV broadcasters are banding together for the ninth annual “Project Roadblock”[...]
- Campaign Finance Inform: Gi… by Don Seaman
Now that Election 2012 has been handed off to the history books, it’s a good time to take stock of what broadcasters did to serve the American voting demographic. There will be a lot said about the tidal wave of political ads that aired during this election cycle, yet that is only the paid side[...]
- Local Broadcast TV a Super … by Don Seaman
During the beginning of this month, it became eminently clear to millions of Americans in the Northeast that at least one part of the future can’t come soon enough. Hurricane Sandy was the latest example of how isolating a blackout can be – not just a power blackout, but an information one as well. As[...]
- Statement of TVB President … by Don Seaman
NEW YORK — The TVB (www.tvb.org), the not-for-profit trade association of America’s commercial broadcast television industry today issued the following statement from Steve Lanzano, President and CEO of the TVB: “Following the devastating Hurricane event of last week, the New York TV DMA was hit with a significant Nor’easter causing a second bout of power[...]
- Quotable by Don Seaman
“Watching cable news because you want to become better informed is like going to Olive Garden because you want to live in Italy.” – Andy Borowitz, The New Yorker
- The Shining Bastion of Demo… by Don Seaman
This season, NBC’s The Voice has averaged nearly 11 million viewers per episode. Each episode of ABC’s Dancing With The Stars brings in over 12 million viewers. They’re among the highest-rated programs on Primetime TV for the season, a pattern that’s held for over a decade, since the first episode of American Idol took hold of American television and never let[...]
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United DMAs of America
One of the great enduring ideals that we hold about ourselves as Americans is that we are One. However, that’s just not entirely true. “One nation” is true – we all stand up for the same flag, struggle to hit all the same notes in the same national anthem, recite the same pledge. But in a practical sense, “America” is a very personal concept. It’s even right there in our name – the United States of America. We’re really a collection of localized differences.
There’s very little that’s unanimous about media, either. So it should come as very little surprise that Americans tend to use media differently depending upon which DMA they happen to live in. The demographics, economies, and social behaviors vary too greatly from market to market to make media “one size fits all.”
In their 2Q 2011 “Cross-Platform Report”, Nielsen shines a spotlight upon some of the differences in media behaviors that exist among people from the top 25 DMAs. Some are fairly intuitive – the fact that Los Angeles has the most Hispanic TV households, for example. Others, however, are somewhat enlightening:
For an advertiser, the ability to recognize that these local distinctions exist will allow them to leverage these behavioral nuances on a market level. Without considering local usage trends, they sacrifice their potential to maximize spot market deliveries that might be lost by relying upon a national medium.
Like everything else, media has its own quirks, customs, and accents depending upon where you are. Local broadcast TV’s advantage lies in its ability to speak to consumers in their own uniquely local way – on air, online and on-the-go. It really is the United DMAs of America that you’ll find here – one similarity with many differences. And because we are a nation of nuances, that’s where the brilliance of local media truly shines.