Broadcasters Get Creative To Grow Auto Biz
More and more stations and groups are taking the initiative in securing and growing the crucial auto category at a time when stations’ share of ad marketing dollars are not keeping pace with booming auto sales as they have in the past. One tack is an increasing interest in programmatic buying and selling, while another is to aggressively follow auto dollars into the digital realm. Publisher’s Note: Deep Dive is a new, branded feature of TVNewsCheck.com. It is offered free today as a sneak preview of the kind of in-depth content soon to be offered in the our Premium Member Center. To read the first part, click here.
Spot Auto Revenue Lags Surging Auto Sales
The old rule of thumb that TV station auto revenue will mirror the growth (or decline) of auto sales no longer seems to be holding true. Experts say it’s due to lower overall auto spending on advertising, an unmeasured shift of money to mobile and continuing hard-nosed competition from the scores of basic cable networks. In Part II, which will post Aug. 26, we’ll look at how some broadcasters are working to rev up their auto business. Publisher’s Note: Deep Dive is a new, branded feature of TVNewsCheck.com. It is offered free today as a sneak preview of the kind of in-depth content soon to be offered in the our Premium Member Center. Details? Stay tuned.
