Feature Commentary

Amid this season of firsts, constants have also emerged. Perhaps most significant is the role of local media and the level of engagement it continues to provide between candidates and constituents.
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As pundits analyze Donald Trump’s keys to success and Marco Rubio’s demise, what many of these stories have in common is a dissection of the role television and TV advertising are playing in the 2016 contests. — Steve Lanzano, President & CEO, TVB, Campaigns & Elections
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When TV stations can serve audiences anytime and anywhere, on the screen that is most convenient, they cement the role they play in informing and influencing viewers, especially millennials. This relevance also increases stations’ attractiveness to advertisers because they can deliver an audience throughout more of the day rather than in just a few time slots.
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“As growth and competitive share challenges all businesses, a renewed understanding of the economic and social influences within local markets will enable marketing and advertising professionals to improve message relevance and investment opportunities.  Media strategies and advertising allocations as well as the complexity around measurement must also improve to enable more consistent transparency and comparable metrics at the local and national level.” — Maribeth Papuga, Executive-in-Residence to BIA/Kelsey BIA/Kelsey Executive in Residence Series Data - Driven Audience Planning & the Local Market Advantage...
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Strategic priorities are shifting, technological capabilities are growing stronger, and high-level competition among large tech players is heating up. All of these will squeeze companies across all media verticals. Magid looks forward to leveraging its digital and ad-tech expertise to guide its partners through the emerging challenges of digital advertising in the year ahead.
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“Local broadcast TV is not only the best conversation starter tool to help campaigns with name and issue recognition, it also beats out other mediums in being seen as the most trusted source of information. 79 percent say that they are most likely to trust news they get from their local TV stations, compared to cable with 62 percent. Regardless of their political affiliation, Americans trust their local television stations the most for news.” — Steve Lanzano, President & CEO, TVB
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Attention should be the currency we use as an industry, and recognizing it as such is hugely important for anyone in the advertising, media, or content business.
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In this fascinating interview, Carney talks about her career path, her work at SPT, the impact of research, data and programmatic on the business, how her mentor shaped her career and how she achieves work-life balance.
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“TV stations serve as the patriarchs of local media mainly because of their core advantage to deliver localism, reach, impact and trust.”
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Emily Steel with the New York Times and Tim Stenovec with Business Insider review how television as we know it is being upended, who will be the winners and losers, and what it means for consumers.
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