TVB: 2003 Annual Marketing Conference

TVB President Chris Rohrs
opened the conference.

"Broadcasters want their TVB," said the 4/17/03 Broadcasting & Cable Daily Fax. "They came in droves to the Television Bureau of Advertising's annual conference in New York Tuesday."

That's for sure. TVB'03 attracted 1,097 registrants, a 44% increase over the previous year. The attendees heard Jim Press, chief operating officer of Toyota Motor Sales, say that "there are some short-term issues due to the war, a tight job market and the high cost of gasoline, but we are seeing an easing as the year goes forward." He also said that "we believe in the power of TV" and that since Toyota didn't utilize 0%-financing, "we can spend more on ads."

On the other hand, Donny Deutsch, chairman and CEO of Deutsch Inc., which represents Mitsubishi, among others, said to expect four more years of downturn and doldrums. But, he added, "for brand folks, TV is king." Reach jittery consumers with messages of comfort, he said, with a little bit of escapism and with "dumb fun."

Michael Antecol, director of online research, Frank N. Magid Associates, released consumer research indicating viewers were not bothered by advertising during wartime and that there was pent-up postwar buying power.

Among the other big names on the program were David Barrett, president and CEO, Hearst-Argyle Television; Andy Fisher, president, Cox Television; Dennis FitzSimons, president and CEO of the Tribune Company; Irwin Gotlieb, chairman and CEO, MindShare; Steve Herson, president/general manager, Telerep; Steve Mosko, president, Sony Pictures Television; David Poltrack, evp/research and planning, CBS Television; Tim Russert, Washington bureau chief, NBC News; David Verklin, CEO, Carat North America; and Tony Vinciquerra, president and CEO, Fox Networks Group.

The following week's Broadcasting & Cable editorial neatly summed up the excitement generated by TVB'03 and we reproduce it below in its entirety. Below the editorial, you will find links to material released at the conference as well as coverage by other leading trade publications.

TVBNY Comes of Age

It was, as they say, a great room. There may have been more TV broadcasters at the NAB convention in Las Vegas, but there was a greater concentration of them at the TVB conference in New York last week. For the better part of a day, several hundred broadcasters -- group heads, network execs, GMs and GSMs -- mixed it up in the Javits Center and listened to optimistic forecasts from a long list of speakers. (We will ignore Donny Deutsch's pessimism because pessimism is no fun, especially after three years of recession, and besides what do too-hip ad guys know about anything anyhow.) Swelling the crowd to more than 1,000 were auto execs (the conference is tied in with the New York auto show), media buyers, syndicators and reps. The whole biz, in one big hall.

Back in New York for the second year after a long run in Vegas as an NAB add-on, the TVB conference has clearly established itself as a major broadcast gathering. TVB is to sales what NAB is to technology. We look forward to its continued growth of TVB and the renewed growth of NAB.

-- Broadcasting & Cable (editorial)
....April 21, 2003

Click here for the Magid survey of consumer attitudes.

Click here for the Media Comparisons Study.

Click here for the address of Jim Press, EVP and COO, of Toyota Motor Sales.

Click here for the remarks of Dennis FitzSimons, president and CEO, Tribune Company, upon accepting the Broadcaster of the Year award.

Click here to view galleries of conference photos

SAMPLE TRADE COVERAGE:

Television Week:
http://tvweek.com/advertise/042103tvauto.html

Mediaweek:
http://www.mediaweek.com/mediaweek/search/search_display.jsp?vnu_content_id=1870004

Television Business Report:
http://www.rbrepaper.com/tvepaper/pages/april03/03-75_news1a.html


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