How To Leverage Data, Automation And Creativity To Boost TV Ad Sales
Broadcasters can learn from the best practices of digital advertising, which has been agile, responsive and innovative in the face of disruption since the pandemic. Here are some practices to adopt.
Netflix and Disney hope a lower price point will convince all of those recent grads, grandparents, old boyfriends, etc. who are still on someone else’s plan to sign up for one of their own. That’s going to be a tough sell.
Executives from NBCUniversal, Fox Television Stations, E.W. Scripps, Gray Television and Estrella Media told a TVNewsCheck webinar last week they’ve needed to embrace a wide range of tools and tactics to grow audience and revenue for their streaming channels. Ubiquity and flexibility, they said, are key.
NBCUniversal and a group leading the nation’s big TV companies are both jockeying to find ways to create a media-measurement rival to Nielsen, but an organization that represents some of Madison Avenue’s largest advertisers is warning the media entities to proceed with caution.
If approved by the court, the settlement will resolve a class-action claim that Twitter misled investors in 2015.
The support came after the Media Rating Council suspended Nielsen’s accreditation, which prompted reaction in some quarters.
What Happens Next For Tegna?
Nielsen announced today that it will take the lead on an “Impressions First Initiative” to support an industry-wide move to impressions-based buying and selling in local markets across the country. The move to impressions will occur in conjunction with the integration of broadband only homes into Nielsen’s local measurement metrics in January 2022.
This TV season, CBS is staying with proven, broad-based big TV franchises — NCIS, FBI and CSI — while moving to broader set viewer guarantees for advertisers. Kelly Kahl, president of CBS Entertainment, speaking at the Television Critics Association’s virtual press tour event, said the network’s ”prime-sales team has been working with our clients to look at sales metrics more holistically, with focus on viewers 18+ and 25+.”
Gerry McGavick will continue to lead the company’s political advertising sales in addition to new group-wide revenue-generating projects and a sales training program.
Broadcast Traffic Systems (BTS) has introduced an advertising module that enables integrated linear and digital ad scheduling from one platform. The Digital Ad-Sales module is included in its Enterprise Channel Management System but can also be added to its Express solution. The Digital Ad-Sales module allows advertising executives to fully integrate digital advertising on the […]
Media buyers have let some of the networks know what they want to buy earlier than usual and some deals have already been struck. Some sources indicated that ABC had already completed a handful of deals and that negotiations are well underway at NBC and CBS. Fox is said to be in the thick of things as well.
Demand for advertising inventory declined 5% in February versus the same month last year, according to the U.S. Ad Market Tracker, a collaboration of MediaPost and Standard Media Index. Year-over-year declines in the index are unusual, and February’s likely reflects comparisons with February 2018, which benefitted from NBC’s coverage of the Winter Olympic Games in South Korea.
Against unfavorable comparisons of a year ago, when the 2014 World Cup was in full swing, TV slipped a couple of percentage points in terms of TV advertising revenue in July. Overall TV — cable TV, broadcast TV, spot TV, syndication, and local cable — was down 2%, according to Standard Media Index, which culls data from bookings of 80% of total national U.S. media agencies.
TV sales chiefs hoping to rebound from a horrible 2014 see next year as looking even worse. A host of forecasters, including typically bullish CBS, admit the US TV ad market saw tepid growth in 2014. Magna Global ad group suggests a decline in TV ad revenue in 2015.
Political Dollars Are A Big Deal In Washington
With two big races in nearby Maryland and Virginia, Washington, D.C., will see a huge influx of political spending on television during this mid-term election year. Add to that the political spending that’s always flowing in the nation’s capital and it should be a strong year for local television.
2013 Spot Recap: Total -11.6%, Core +1.6%
Total spot revenue dropped by double digits last year; the decline in political money and lack of Olympics were primary culprits. Discounting political, core business grew just 1.6%, according to Matrix Solutions. Automotive, TV broadcasting’s No. 1 ad category, led core growth, but trended down during the year and grew 6.4% over 2012. In the fourth quarter of 2013, it rose just 2.9% over the previous year. Among the downers for the year was the key restaurant category, it fell 7.1%.
Demand For TV Is Quite Low In Baltimore
Holiday retail spending came in lower than expected. TV stations are offering last-minute deals in an effort to woo advertisers with bargain prices.
3Q 2013 Spot Recap: Total, -17.4%; Core, -1.2%
Without the heavy political spending, total spot revenue dropped 17.4% in the third quarter compared to last year, according to Matrix Solutions. And core was dragged into negative territory by weakness in a host of categories, including including quick service restaurants (down 42.5%), retail (down 28.5%), legal services (down 22.5%) and telecommunications (down 6.2%). Auto was up nearly 5%.
3Q 2013 Spot Recap: Total, -17.4%; Core, -1.2%
Without the heavy political spending, total spot revenue fell 17.4% in the third quarter year-over-year, according to Matrix Solutions, the business software firm. Core revenue was dragged into negative territory by weakness in a host of categories, including quick service restaurants (down 42.5%), retail (down 28.5%), legal services (down 22.5%) and telecommunications (down 6.2%).
The ad sales division now comprises four content areas: entertainment, live programming, lifestyle and digital video. Also announced is a new center for marketing innovation called the Client Solutions Group.
TV Fuels 3% Ad Spending Increase In 2012
Ad spending grew 3% during 2012, its third consecutive year of growth, with television spurring much of the increase. Perhaps most heartening, even without the election and the Olympics, which between them accounted for $2 billion in spending gains, the media economy would have grown at a 1.5 percent pace. Total spending finished at $140 billion.
Warning signs from several big advertising companies late last month about a significant slowdown in ad spending puts the spotlight on U.S. media-company earnings due this week.
The network fetches $3.5 million for each 30-second spot in the Feb. 5 game. What’s unusual this time around is that the network looks to have outpaced Fox’s record automotive haul of a year ago.
The group that oversees 10 TV stations will begin selling national advertising for New England Cable News beginning at the end of this month.
After a record 798-week winning streak, NBC’s biggest cash cow, the Today show, suddenly looks vulnerable. The morning TV staple, a half-a-billion-dollar advertising and ratings juggernaut, will face its biggest challenge yet if co-hosts Matt Lauer and Meredith Vieira leave when their contracts expire. Speculation that America’s most popular morning team is nearing an end already has change-averse advertisers feeling skittish, especially as they strategize about where to commit their ad budgets ahead of the TV networks’ annual upfronts in May.
In another deal that involves cable operators joining with competitors on the local ad sales front, Comcast will represent AT&T U-verse in 20-plus markets starting in June.
ESPN’s advertising sales revenues are growing at a faster clip than any other cable television network, and all signs point to continued gains leading up to the spring upfront period.
One month after the search-advertising giant Google lost its perch within several cable outlets owned by NBC Universal, it has secured a deal with Verizon’s emerging Fios video system.