Industry News

Feature Commentary: What Advertisers Really Need to Know About SVOD Viewership

Data available to advertisers for both subscription-based and free services lack key information. Industry measurement giant Nielsen provides The Gauge report on total viewing, but it doesn’t include crucial info about how many viewers can see ads – an essential piece of information needed by marketers to make informed advertising decisions.

This year should continue to improve as the tightened budgets of late 2022 and throughout last year start to loosen.
Total U.S. TV station advertising revenue -- core national, local advertising and digital-- is expected to climb 14% to $24.8 billion this year, according to S&P Global Market Intelligence
A new 2024 analysis from S&P Global Market Intelligence’s Kagan unit finds that the U.S. broadcast station industry is expected to reach $36.68 billion in total advertising revenue in 2024. This represents an 8.4% increase from $33.84 billion in 2023. The local ad market for broadcast television continues to be stronger than the national side of the spot ad business for 2024.
“Providing access to games has always been our top priority,” said Dallas Mavericks CEO Cynt Marshall. “We are thrilled to work with additional Tegna stations to bring more fun and excitement to our MFFLs [Mavs fans for life] across Texas.” The move comes as more teams are putting games on broadcast because regional sports networks on cable are losing subscribers because of cord cutting.

Events Calendar

Purchase Funnel: The Impact of Advertising on Purchase Behavior

Presented by: Hadassa Gerber, EVP, Chief Research Officer, TVB How impactful is TV in the consumer purchase decision process? Are advertising exposures on different platforms equally important to the consumer? The Purchase Funnel […]

2024 ANA Media Conference

In a world where the media landscape is constantly evolving, the role of media leaders has never been more critical. Today's marketers are charged with deploying substantial budgets to reach […]

2024 ANA MarTech for Marketers Conference

Marketing technology powers the systems that enable great marketing, and our business is transforming. With more than $500 billion in annual spending, a shortage of experienced talent, and an untenable evolving […]

2024 ANA Masters of Marketing Conference

The 2023 ANA Masters of Marketing Conference showcased the creative thinking and inspirational strategies the world's top CMOs and leading brands have implemented to meet and exceed their customer needs, drive growth, […]