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Industry News

In the space of just a few weeks, a group of Madison Avenue heavyweights has made public guarantees of ad money for some of the industry’s smaller media outlets, all owned by Black entrepreneurs.
Examining ad-campaign outcomes and their drivers is a fundamental requirement for brands, which Marketing Mix Models address extremely well if the data inputs meet stringent standards.
According to an RTDNA survey, a new record of 1,116 TV stations aired local news in 2020, up 18 from last year’s all-time high. 34.5% of TV stations reported they increased the amount of news they aired in 2020, 7.3% more than in 2019.
Despite the growing number of CTV subscribers, media buyers would be wise to look at the context and the current limitations of the digital ad space, rather than universally shifting budgets away from linear and into digital.
The pressure continues on Nielsen as data from rival Comscore contradict Nielsen’s metrics showing that TV usage went down during the pandemic.
News Press & Gazette Broadcasting, a family-owned company has no plans to get swallowed up in the industry’s consolidation trend and is very interested in picking up more stations itself.
In a letter to TV networks and other clients, Nielsen said it is still working to “resolve outstanding maintenance needs” and will likely not complete that work until the end of May.
Leaders of the Black-Owned Media Matters movement will gather to showcase programming and talk about economic inclusion in the U.S. advertising industry during the Black-Owned Media Upfront 2021.
TEGNA announced its expanding its fact-checking VERIFY franchise to reach across the country. Evolving it beyond a product that lives primarily on TV and station websites, to being a national platform that exists on both TV and digital.
Six television stations in Grand Rapids, Mich. —WOTV, WOOD, WXSP-CD, WOLP, WWMT, and WXMI —became the latest in the nation to begin broadcasting with NextGen TV, also known as ATSC 3.0.
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TVB Features

In April 2021, broadcast TV took 93 of the top 100 programs for adults 25-54, while cable had just 7. Our featured market this week is Baltimore, MD.

The 2021 Media Comparisons Study, conducted by GfK, is a key industry resource for multi-media usage and effectiveness.

Digital is not a One-Size-Fits-All Strategy

“An effective campaign media plan layers multiple types of communication. It won’t include just linear TV or just streaming TV. It almost always needs both, and good planners to determine the proportions based on the district makeup, budget, and targeting.” -Michele Certo, Partner & Senior Media Strategist, Sage Media Planning and Placement & Lauren Richards, Partner & Director of Digital Media, Sage Media Planning and Placement

TVB's latest news in 60 seconds. View the current weekly topic and our Hot Topics.

As the country starts moving forward with a phased opening by state and by region, TVB will be providing a weekly update of the status of U.S. states. Updated weekly.
Updates in: Alabama, Delaware, Illinois, Kentucky, Massachusetts, Michigan, Minnesota, Montana, New Jersey, New York, Oklahoma, Oregon, Rhode Island, South Carolina, Texas, Vermont, Washington, D.C., West Virginia.

TVB has put together an analysis on how and why local broadcast TV remains the go-to source for advertisers, and how both local and national advertisers can build on TV stations’ trusted relationships with local consumers.

TVB analyzed TV viewership of March, April, May, June, July, Aug & Sept 2020, comparing them to the same time in 2019. Among key demos and news dayparts, there has been a strong increase in broadcast TV viewing.

An industry work group dedicated to developing standards-based interfaces to accelerate automated ad transactions for local TV broadcasters and their media agency partners.

 

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