TVB Commentary & "Quotables"

“Media companies know they need to invest in new technologies including ATSC 3.0, automation, and expanded digital advertising. ATSC 3.0 offers significant advantages for TV advertising, enabling broadcasters to more directly measure audiences and releasing them from reliance on third-party measurements.”—Mary Collins, president & CEO, Media Financial Management Association

“This election will be the video election. If there is video to buy, we’re going to be collectively trying to buy as much of that video as we can.”—Evan Tracey, SVP, National Media.

“The Top 10 Best Brands represent $5.6 billion dollars in ad spend…Television advertising remains a staple for all advertisers in the Top 10, whether they are a tech giant, car manufacturer, media company or something else. Clearly, TV advertising is not as dead as everybody wants it to be/thinks it is.”—Maarten Albarda, contributor, MediaPost

“At the end of the day if local television stations are the last news organizations left standing, viewer trust will be the reason why. Political coverage will be cited as a prime example.”— Hank Price, media consultant & author

“When you can have the conversation on day one around audiences and attribution, you have the opportunity to take money back from Facebook - all of that local money that went to social.”— Tim Spengler, President, M1, Dentsu Aegis Network Americas

“Impressions-based measurement lets local stations get the revenue they deserve for the viewership they generate.”— Marci Ryvicker, Managing Director, Wolfe Research  (The Forward Conference linked presentation is available to TVB members only)

“Impressions allow us to look at a larger program selection locally, which ultimately increases targeting abilities as well as overall reach. It also allows us to equally measure viewing across all platforms and markets.”— nnifer Hungerbuhler, EVP, Managing Director, Local Video and Audio Investment, Dentsu Aegis/p>

“This is a game-changer for local. We need to do this and should’ve done it a long time ago, but no one wanted to upset the apple cart. But now, the risk isn’t upsetting the marketplace, it’s missing the marketplace.”— Frank Comerford, CRO & President of Commercial Operations, NBCU Owned Television Stations

“Our data proves TV is still a critical tool used by automakers to build their brands. The stakes are very high, with brands increasingly focusing their spend on big events and live sports.”— Kevin Krim, President & CEO, Entertainment Data Oracle

“Television has been the best marketing tool that we've had.”— Joe Browne, former executive, NFL
Americans deserve an economy that allows each person to succeed through hard work and creativity and to lead a life of meaning and dignity. We believe the free-market system is the best means of generating good jobs, a strong and sustainable economy, innovation, a healthy environment and economic opportunity for all.”— Business Roundtable CEO’s
“If Locast was the invention of a bunch of sports fans frustrated by retrans blackout or young hackers simply trying to screw big corporations and get something for free, I might be more sympathetic. But that is not what Locast is. What it is is two giant media corporations with combined annual revenue of around $185 billion trying to weasel out of paying somebody else for copyrighted programming.”—Harry Jessell, Editor, TVNewsCheck
“You inform and educate, entertain and amuse, and console and reminisce as the circumstances dictate. Your stations are on the front lines providing information as severe weather develops and when crises hit our communities. And, no one is a more effective community fundraiser to help those in need.”—Mike O’Rielly, Commissioner, FCC
“I think probably the best is coming now, with things like the move to impressions-based measurement and all the data we have at our fingertips. We know so much more about who our clients should be targeting and how to target them for local.”—Kathy Doyle, EVP Local Investment, IPG/Magna

“Advertisers are increasingly combining the power of traditional TV and OTT, including local broadcaster inventory, to extend both reach and engagement, which is driving measurable outcomes.”—Jim Wilson, President, Premion

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