Sales and research executives from CBS Television Stations, Gray Television and BIA said they see a sharp rise in core revenue ahead this year, while UM Worldwide threw some colder water on that prediction in a TVNewsCheck webinar on spot TV last week. The executives also tackled the iffy near-time prospects of fully-functional automated buying and selling and the growing revenue prospects of local streaming. Above, Julio Marenghi, president, advertising sales at CBS Television Stations said that the CBS owned stations are seeing more money from OTT business extensions — “There’s definitely more money than there was a year ago” — but it’s not yet significant.
Leaders of the local TV advertising buying, selling and research community will offer their outlook on the developing 2021 spot TV market during a TVNewsCheck Working Lunch Webinar. Set for Wednesday, Jan. 27, at 1 p.m. ET, the event will feature (clockwise from upper left): Becky Meyer, SVP national sales, Gray Television; Julio Marenghi, president of sales, CBS Television Stations; Brad Thompson, SVP and partner, integrated investment, UM Worldwide; moderator Janet Stilson, contributing editor, TVNewsCheck; Bruce Roberts, president, WideOrbit and Rick Ducey, managing director, BIA Advisory Services. Register here.
NextGen TV’s revenue is likely to come from wholly different services than traditional linear programming, according to technology executives on a panel at TVNewsCheck’s TV2025 this week. Broadcasters need to think of 3.0 as “an entirely new platform” to realize its monetization potential, says BIA’s Rick Ducey. Read the story and/or watch the full video above.
Programmatic has become a small but growing part of national TV buying. NBCUniversal rolled out programmatic capabilities across all of its networks earlier this year, and other networks have experimented with it. But programmatic has been slower to come to local TV. BIA/Kelsey’s Rick Ducey talks about why the process can’t be rushed, how important buyer-seller cooperation will be, and what the impact could be on CPMs.