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Local TV station groups have a lot to be happy about — rising stock prices and more money from retransmission revenue. And something that isn’t always mentioned: scale. Local TV advertising revenue of $20 billion a year is a beneficiary of that scale -- even as core advertising continues to be projected with small gains.
At this year's TVB Forward conference, the ratings rivals address to broadcasters the five biggest concerns of stations regarding measurement: ratings inconsistency, sample size, demo issues, modeling of ratings and too many methodologies.
TVB's chairman and CEO of Nexstar Media Group says “local broadcast TV remains the most powerful place to be within the media and advertising ecosphere. Our local news programming touches the daily lives of our viewers and connects people to their communities.”
Advertisers and their agencies are attracted to automated platforms because of the data analysis features that allow them to get better value from their buys.
Broadcast stocks should be on the rise again with a little help from two traditional catalysts, retransmission consent and consolidation, Wells Fargo media analyst Marci Ryvicker told an industry audience Thursday.
Gray Television was recognized today with the Ad Council’s 2017 Crystal Bell award at Forward 2017, the Television Bureau of Advertising’s annual leadership conference in New York City.
BIA/Kelsey says the compounded annual growth rate will rise by 4% by 2021 — from $148.77 billion this year to $174 billion. Local ad dollars are expected to rise 2.4% this year over 2016.
BIA/Kelsey says the largest marketers in the healthcare vertical including residential care facilities, hospitals and physicians are predicted to spend $2.5 billion, $5.05 billion and $2.6 billion, respectively, on local media in 2018.
Can social media bring new revenue streams for broadcast media, in particular TV stations with digitally active news departments? You bet, says broadcast media social media ratings firm Share Rocket.
According to the National Association of Broadcasters, TV and radio stations have now raised over $45 million for hurricane relief.
Share Rocket says it determined the total estimated value for sponsored premium social content for 2018 will exceed $1.4 billion. “Armed with this valuation, TV news broadcasters can more easily quantify their social media equity for advertisers,” the company said.
You can bet your bottom dollar that TV station ad sales revenue will spike up next year, given the heavy political spending that takes place during the midterm elections. But advertising in core categories — everything but political — will be hardly more than flat.
During the four-week period of May 15 to June 11, ad-supported TV accounted for two-thirds of the top 10 trending Twitter topics -- 365 topics in all -- according to the VAB, an ad trade association for traditional linear TV networks.
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