To optimize revenue in a changing media ecosystem, sales leaders must master the art — and science — of selling to the right customers at the right time. Data management and a consistent forecasting cadence empowers managers to optimize inventory and pricing, with the goal of expanding market share.
Faced with intensifying competition from digital media, local TV sales organizations need up-to-the-minute data on how, and where, advertisers active in the market are spending. Competitive intelligence, available 24/7 in a dashboard and popular daily reports on the newest activity, offer an edge.
ZenithOptimedia projects that spot spending will hit a record high of $25.5 billion this year, up 3% from 2015, when it set the previous high of $24.75 billion. Spot TV’s totals will include $3.3 billion spent on political.