Even with a recession looming, executives from Sinclair, Nexstar, Marketron, Horizon Media and JDA Media said at a TVNewsCheck webinar last week that stations still see lots of opportunities for strong selling across a variety of categories, including healthcare, sports betting, legal and more.
Leaders from Nexstar, Horizon Media, Marketron, Sinclair and JDA.media will lay out the most important strategies for 2023 and discuss what kinds of investments will likely follow a record political year in 2022 in a TVNewsCheck webinar on Nov. 17 at 1 p.m. ET. Register here.
Spot TV Forecast: After Political Bonanza In ’22, Flat Will Suffice For ’23
Broadcasters are looking to the future with sports betting, cannabis, retail media and more political coming down the pike.
TVNewsCheck‘s Michael Depp talks with Kym Grinnage, regional VP for Gray Television and GM of its WWBT Richmond, Va., about spot TV’s resurgence, OTT growth and how he’s reconciling widening programming needs with a newsroom still exhausted and recovering from the pandemic.
Executives from NBCUniversal Local, Dentsu, Magna Global and Zenith will predict spot TV spending in key categories and how streaming and digital advertising may be supplementing linear TV.
A trio of TVB Forward sessions last week laid out the golden promises of 2022 political spending and the ongoing growth of sports betting, offsetting auto’s precipitous fall.
What Happens Next For Tegna?
Executives from Publicis, Dentsu, Universal McCann and E.W. Scripps will talk about their industry’s progress toward automating the buying and selling of spot TV and adapting it to a future currency based more on big data than rating points. Register here.
How are leading media buying agencies targeting beyond the traditional age/income demographics? How are they targeting buying intent and potential and how are broadcasters helping them reach their prospects more effectively? Speakers: Heather Gundry, SVP, Group Director, DentsuX Jon Camera, VP Northeast, Disney Ad Sales Local Missy Evenson, VP Sales, Local Media, The E.W. Scripps […]
Broadcasters and their technology partners have been striving to automate key parts of the spot TV selling process. How are they doing at automating audience estimates, in-flight reconciliation, and other key tasks? How is the buy-side doing at automating RFPs, in-flight reconciliation and other key parts of the media planning and buying process? REGISTER NOW […]
Spot TV’s Attribution Improves, But Not At Digital Speed
Executives from NBC Spot On, Disney Advertising Sales, Publicis and Alphonso said attribution is getting better for both national and local spot TV with sectors like retails QSRs, auto, travel and beauty adopting it. The caveats: It’s still not as fast or scalable as digital, and new legislation may slow it down further.
A TVNewsCheck Working Lunch Webinar will gather senior executives of the spot TV marketplace to consider how the growing use of attribution platforms is affecting the buying and selling of local TV advertising campaigns. Set for Nov. 19 at 1 p.m. ET, the webinar will feature (clockwise from left: Adam Monaco, SVP Disney Advertising Sales Local; Tracy Chavez, EVP and director of investment operations at Publicis; Shawn Makhijani, SVP NBC Spot On and SVP business development and strategy at NBCU Owned Stations; Janet Stilson, contributing editor, TVNewsCheck, moderator; and Chaitanya Upadhyay, VP local solutions at Alphonso. Register to attend the webinar here.
Spot TV Eyes ’21 Comeback, With Caveats
With the pandemic’s duration uncertain, top ad buyers and sellers say some national clients are shifting buys to local, while per performance, automation and OTT sales are helping towards a recovery. Read the story and/or watch the full video above.
Executives from E.W. Scripps, Amplifi USA, MagnaGlobal and Empower MediaMarketing to explore new categories, targeting opportunities and the industry’s progress toward automated selling in a panel at TVNewsCheck’s virtual TV2025 conference in October. Register here.
Spot TV Needs Holistic Approach To Automation
Broadcasters, advertisers and agencies need an approach to buying and selling spot TV that streamlines and simplifies the entire process end-to-end for traditional and automated transactions.
TVN Executuve Session | NBCU Grows Pay-Per-Performance Deals
Frank Comerford, NBCU Owned Television Stations’ CRO and president of commercial operations, says its Post-In Flight deals are starting to take off and could eliminate much of the post-buy work for both the station group and ad agencies. He says Spot ON, NBCU’s OTT/CTV product, is also bolstering business development and making it easier to communicate with advertisers.
TVN To Present Second Webinar On Optimizing Spot TV In A Tough Year
Leading executives in the spot TV advertising ecosystem will talk about ways to entice a larger number of marketers to invest in local TV during a TVNewsCheck webinar on Aug. 6. The event, which will focus on short- and long-term issues facing the industry, will feature (top, l-r): Frank Friedman, E.W. Scripps; Jane Meyerson, ICON International; Joe Cerone, Zenith; (bottom, l-r): Rob Weisbord, Sinclair Broadcast Group; Mark Gorman, Matrix Solutions and Ted Kramer, ProvantageX. Register here.
TVN To Present: Optimizing Spot TV In A Challenging Economy
Leading spot TV advertising and technology executives will address how the global coronavirus pandemic has affected their business during a TVNewsCheck Working Lunch Webinar set for June 25 at 1 p.m. ET. Speakers will talk about geo-targeting in a patchwork of DMAs in different stages of coping with the crisis; new categories and opportunities, and progress on impression-based selling, performance-based campaigns and the rollout of technologies to streamline and optimize transactions. Register here
Jessell At Large | Spot TV Faces An Unprecedented Moment
The coronavirus has caused massive collateral damage to the economy, taking down with it initially rosy predictions for spot advertising in 2020. But one bright spot on the horizon is that political dollars still will come, and broadcasters have the solace of diversified revenue thanks to retransmission consent to spare them an even crueler blow.
Could sales automation boost local TV against digital giants?
Sales leaders from a half dozen major TV station groups gathered to talk about the challenges they face competing with an increasingly powerful array of digital giants. Key to their strategy is moving to impressions-based selling and creating an automated pipeline connecting media buyers and TV sales reps and cutting down on the busy work that drives up the costs of transactions. Pictured: Frank Comerford, chief revenue officer, and president, commercial operations, NBCU Owned Television Stations.
Spot TV 2019: Total -11.6%; Core Holds Steady
A forecast of a double-digit decline in spot revenue next year is the consensus of station groups and industry watchers surveyed annually by TVNewsCheck. The drop is due almost entirely to the lack of political advertising compared to this year. Otherwise, ad sales will be flat. The automotive sector, which accounts for about 25% of spot revenue, has been problematic this year, and there’s no clear sign that the category will improve to any notable extent in 2019.
Retrans Saved Local TV, Now What?
Next Thursday is the 25th anniversary of the law that empowered broadcasters to negotiate for retrans rights. If you are not celebrating the day, you should. Retrans has shifted nearly $40 billion from cable to broadcasting over the past 11 years. But it can’t save local TV forever. While the NAB continues to stave off cable retrans “reform” efforts, broadcasters must find ways to revitalize the spot business.
Spot TV 2017: Total Down 8%; Core Up 1.3%
That’s the consensus of station groups and industry watchers surveyed by TVNewsCheck. The downturn is fully expected as political advertising dries up as it always does in odd-numbered years. However, the reforecast for 2016 is down from the last fall’s original prediction because political spending has not been as strong as expected.
In a deal with media software company Strata, National CineMedia will allow agencies and marketers to buy cinema advertising in the TV spot marketplace for the first time. NCM, a national network of 20,050 movie screens in 1,600 theaters in 187 DMAs, says its in-theater media inventory is expected to be available in the Strata system by mid-year. The deal will allow marketers to plan, purchase and bill NCM media through Strata in the top 25 DMAs.
Spot TV 2016: Total Up 13.5%, Core Up 2%
With billions of political dollars coming their way, TV stations’ spot revenue will grow 13.5% next year, according to TVNewsCheck‘s annual survey. The gain would be much greater if stations could only figure out how to get more than 2% growth from all their other ad categories.
Big Data Might Cure Much That Ails Spot
BIA/Kelsey media buying veteran Maribeth Papuga examines the health of spot TV and advises station groups to work together to get smarter about who is watching their programs, create more relevant data and seek out new programs that might attract new audiences. She also says Big Data is what broadcasters need to reap the most benefits from programmatic or automated buying.
The top 10 markets are seeing lower demand heading into fall, and buyers are holding out longer to make their buys, knowing there are deals to be had.
After a slow start to 2015, the top 10 markets are seeing an influx of dollars, driven by auto, retail and telecom. A market-by-market breakdown.
Spot TV Climbs 5.2% In Third Quarter
U.S. television ad spending as a whole increased 6.5% in the third quarter and was the only sector in the analysis with year-over-year growth.
Like so many other media, spot TV is feeling the squeeze from digital. In 2015, spending on the medium will be up only 1.6% compared to 2014, according to the latest forecast from Pivotal Research Group. By comparison, Pivotal predicts local digital spending will rise 9.2%. Advertisers will be moving money from spot to the Web, a trend retailers have been embracing this holiday season.
According to the latest numbers from Kantar as analyzed by TVB, spot TV spending fell 7.9%, to $15.8 billion, compared to 2012, due largely to lack of political dollars. Auto was up 3.6%, insurance rose 13%, but four top-10 categories saw declines.
It falls 3.8% during the second quarter, largely due to to a $100 million decline in political dollars. Bright spots include automotive and communications. During 2Q 2012, spot advertisers spent $136 million on political. During 2Q 2013, they spent $100 million less. This decline in spending will get sharper as the year goes on, since the largest share of political dollars are spent closer to the election, during September and October.
Ad spending falls 2.6% during the first quarter. A good deal of the drop comes from a steep decrease in political spending. Auto jumps 5% with a bump in car sales.
1Q 2013 Spot Recap: Total, -2%; Core, +1.7%
That core increase was driven by auto spending, which was up almost 9% compared to the first quarter of 2012. Other high-growth categories in the quarter: department stores (+25.1%), supermarkets/grocery stores (+33.3%) and telecommunications (+13.4%).
Spot TV Spot-Check: Looking Good
Sue Johenning, Initiative U.S. EVP-director of local broadcast, says 2013 is off to a good start in local markets: “Automotive is up over last year. There is still a lot of telecom. Which is cellular, but it’s also the battle between companies who provide Internet and phone service. Retail is pretty good. Financial is popping in quite a few markets.” She also discusses the impact that the upcoming upfronts may have on local TV; whether money is shifting out of spot TV to other media; the move to live-same-day ratings as currency; and Nielsen’s effort to improve ratings in diary markets.
Spot TV Finally Gets Credit For DVR Viewing
While there’s still some resistance from media buyers, live-plus-same-day ratings for local measurement finds growing acceptance in top markets. Today, according to TVB, about 75% of ad buys in Nielsen’s top 25 markets with Local People Meters markets are negotiated using live-SD ratings. “At a bare minimum, we believe that local viewing should be measured including DVR viewership,” says Valari Staab, president of NBC Owned Television Stations. “Our local measurement should reflect the way people watch TV today.”
Despite a lack of political and Olympic spending, 2013 could actually be up, driven by strong auto spending, as long as the fiscal cliff is resolved neatly.
Spot TV Looks To Be Up 12% In 2012
ZenithOptimedia predicts U.S. total ad spending will rise 4.3% this year, up from an earlier prediction of 3.6%. And spot TV is hot, hot, hot, with the biggest increase over last year among all of TV and radio.
PAC and issue spending are squeezing inventory, but other categories including restaurants and auto are still getting on the air, at higher premiums.
2013 Spot TV: Total Down 7.8%, Core Up 4%
According to broadcasters, reps and analysts surveyed by TVNewsCheck, the revenue driver at TV stations next year will be automotive, which our survey participants say will be up around 8%. In addition, core advertising displaced this year by political advertising will return. The big difference in 2013, of course, will be that dropoff in political ad money following this year’s elections. But while the category will be like a “desert” compared to this year, there may be an unusually large amount of issue advertising in the first quarter as the government grapples with budget and tax issues.
Back-to-school advertising on spot television saw a small uptick this year versus last year as millions of students head back to their classrooms this week and next. uyers say that the slight increase in consumer confidence and retail sales at the end of the summer led advertisers to increase their back-to-school budgets, a bit of a surprise following another summer of dour economic news.