Nonprofit streaming service Locast has announced deployment into its 31st market: the Portland, Ore., area. The service will deliver 39 local broadcast channels across 27 counties in Oregon and Washington, covering cities ranging from Salem and Tallamook in Oregon to Vancouver and Longview in Washington.
Seven stations in the market are working together with Comcast to test how
NextGen TV signals could best be transmitted by cable TV systems.
The NBA team’s playoff run sparks big advertising demand. Automotive, financial and retail are spending big. Pandora has been attracting a lot of advertising, too.
Pricing and spending on Portland television were running even to last year in what’s been a healthy market. Now, a big push is coming in the second half of the year as the Affordable Care Act rolls out. Also hot: auto, telecom and retail, driven by back-to-school dollars.
In Portland, Ore., a healthy media economy has led to TV spending increases of 3% to 5% over a year ago, with unit pricing up as much as 10% in high-demand dayparts. Demand is coming from a variety of categories, including automotive, telecom and financial, while the retail and fast food categories have decreased spending versus a year ago.
From mobile apps to online-first efforts and daily deals, local online media outlets in Oregon’s “Rose City” are aggressively experimenting with new ways to tap into the ever-expanding digital market.