Feature Commentary

“Through flexibility and creativity, broadcasters have demonstrated that remote work is not only possible, it also has positive, if unexpected, benefits that will continue well beyond the current situation. By developing the same kind of flexibility and creativity in their approach to remote work, NEXTers can thrive both now and into the future, as they move forward in their careers.” —Eric Mathewson, Founder & CEO, WideOrbit
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“This is a unique moment in time where a combination of factors including viewership shifts, a phased reopening of states at different rates, and an increased need for campaign flexibility, have placed a renewed focus on the power of local to more effectively deliver audiences for advertisers. Ultimately, if executed on correctly, we could see long-term benefits for local television as a marketing medium.-—James Rooke, General Manager, EffectTV
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“The art of leadership comes down to a number of things, but foremost is the ability to present a bold, yet achievable, vision, then show others why it is in their best interests to take that vision as their own. The execution of vision is what great station leaders have been doing the past weeks and months.”—Hank Price, media consultant
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“Whether it is E.W. Scripps’ Rebound campaign, ABC’s Localish initiative or any of a dozen “buy local” efforts on the air across the country, stations answer the bell as they always do. Research shows local television remains the most relevant and valuable media presence in communities large and small across the country, more than print, radio, cable or social media.”—John Altenbern, president, CJ&N, media research and consulting firm
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“Advertisers will need to adjust both their messaging and their ad spend to account for the fact that while one region has just reinstituted lockdowns, another is about to open up... The result is that spot buying on a regional basis is about to become the norm.”—Alan Wolk, TVRev
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“There are more than 700 news-producing TV stations in the U.S., each cranking out several hours of news every day. Collectively, they cover virtually every TV home. Over the past few weeks, thousands from those stations — producers, reporters and photographers — have been on the street, putting their health, if not their lives, on the line to keep their communities up to speed on the pandemic”—Harry A. Jessell, editor at large, TVNewsCheck
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“Review your emergency protocol plans and update and expand as necessary for any possible scenario”—Michael P. Hill, Founder & publisher, NewscastStudio
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“Designed to accommodate new viewing behaviors, ATSC 3.0 is the new unified standard for broadcasters and OTT providers to deliver a next-gen content experience. Being able to view content on any device, at any time, from any location is now something consumers are accustomed to.”—Marc Berman, Programming Insider
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“In 2020 local broadcasters will continue to make the shifts necessary to create a more level playing field, from moving towards impressions as the common currency for buying and selling advertising, to streamlining invoicing and payment processing, all while embracing automation in buying and selling processes.” —Eric Mathewson, CEO, WideOrbit
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“In a multiplatform universe, there is a growing need for a common denominator. Used by most platforms, that common denominator is impressions. This is the major impetus for the local TV industry's move: take the friction out of combining local TV with other platforms.” —Hadassa Gerber, EVP, Chief Research Officer, TVB
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“Local TV stations offer content to brands and marketers on primary, digital-sub, OTT and yes, even digital channels. It is time to consider all of that viewing in a consistent way, using impressions, so advertisers can mix, match and maximize their local marketing strategies.” —Steve Lanzano, President & CEO, TVB
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“Every other device in your world, including Alexa and Google Assistant after you say the wake words, takes whatever behaviors you exhibit and whatever data that can be gathered about you and uses it to make predictions about your behaviors.” —Shelly Palmer, The Palmer Group
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“Both political campaigns and brand managers know that for immediate reach, nothing beats TV. It would take billions of videos on social media— running for a month — to reach what broadcast TV can deliver in a few days.” —Steve Lanzano, President & CEO, TVB
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“Local TV stations compete among themselves. However, these days, all local media compete. BIA identifies 16 categories of media that compete for the local advertiser’s share of wallet.” —Rick Ducey Managing Director, BIA Advisory Services
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“If we believe in the notion that advertising viewed, heard and experienced by audiences can cause people to change or affirm future buying behaviors, then we also have to assume that the opportunity for audiences to actually experience that advertising–including how long the ads were or could have been viewed–really matters.” — Dave Morgan, CEO, founder, Simulmedia
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“Then-candidate Trump conducted 137 rallies in 62 DMAs. On average, Trump received seven minutes per day of local news coverage across the three-day rally period. Trump’s rallies garnered the equivalent outreach of what would cost $120 million in local broadcast news coverage, with a staggering 3.8 billion free impressions across the 62 DMAs he visited.” —Kyle Roberts, President & Founder, Advertising Analytics
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“The belief that every sale that can be tracked to digital media is wholly and fully due to the consumer seeing media is an inflated and often false perception.” — Fred Ashkam, Director of Analytics IMM
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“TV ad companies won’t get all of the D2C dollars that they want, unless they can isolate out the TV to Facebook and Google kicker effect and prove their own contribution.” — Dave Morgan, CEO, founder, Simulmedia
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“90% of the money candidate Szeliga spent on Facebook was wasted on voters who could not support her. With $1.8 billion spent this election cycle on digital advertising, according to Borrell Associates, it’s understood by analysts that 70% or 80% of that enormous sum is targeting the wrong people. That’s well over $1 billion down the drain.” — Bhargav Patel, IQM
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“People pay more attention to the same advertisement on TV vs. Facebook or YouTube. There’s a direct correlation between sales and video size - the larger the screen, the bigger the sales impact.” — Dr. Karen Nelson-File, Professor of Media Innovation, University of Adelaide
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