Addressability & Local TV Advertising

TV station groups have been introducing addressability as an option for national, regional and local advertisers. How do these pioneering projects compare with those offered by broadcast and cable networks? What technologies are assisting broadcasters and how well are they performing?

Linear TV’s Bumpy Ride Affects Ad Rev, Pricing

It’s no secret that cord cutting and an ever-widening variety of entertainment options eroded the ratings of linear networks by as much as 10% to 20% in the most recently completed broadcast year. But new details about how that’s impacted the networks’ advertising fortunes have surfaced in new data from Standard Media Index’s AccuTV ad intelligence platform, powered by Nielsen Ad Intel.

How TV Tuned In More Ad Dollars

TV ads, those 30-second sales pitches that prognosticators like to say are on the way out and about which consumers complain incessantly, are suddenly popular again — at least among the people who buy them. How else to explain why big advertisers, with a dizzying array of new ways to reach customers with social media and digital video before them, keep raising the amount of money they intend to spend on primetime TV?

News Media Ad Revenue Up 4% In 2017

Across all platforms, the spending on news media was up 4.1%, according to Standard Media Index, led by cable news (up 27.2%). News programming on broadcast TV declined 1% last month with NBC News down 2.8%. That came on the heels of the firing of the Today show’s Matt Lauer on Nov. 29. The Today show alone was down 24% in December, compared to December 2016.

TV Forecast: Slow Growth For 2 Years

One advertising forecast says TV advertising will grow by a much slower rate in the next two years — as digital media pushes marketers to shift budgets away from TV channels. Brian Wieser, senior research analyst at the Pivotal Research Group, says national TV advertising — without Olympic advertising — will grow 2.4% in 2016 and 2.2% in 2017. Earlier estimates by Wieser predicted growth of more than 3%.

Advertisers’ Fall TV Excitement Now Anxiety

As advertisers consider the best ways to spend their money, the excitement that once greeted the beginning of the fall television season has given way to anxiety given the challenges of the current TV landscape. Yet, advertisers have still poured billions of dollars into the fall TV season, which begins in earnest this week with a flood of new programming.

Fox’s ‘Empire’ Shows Black Dollars Matter

EXECUTIVE SESSION WITH MICHAEL NATHANSON

Nathanson: No Limit In Sight For Retrans $

MoffettNathanson analyst Michael Nathanson keeps an eye on the big multimedia companies including 21st Century Fox, CBS and Disney. In this exclusive Q&A he talks about the TV advertising shortfall, the critical role of the NFL in broadcasting, why he think retrans and reverse comp will keep growing and more.

EXECUTIVE SESSION WITH MICHAEL NATHANSON

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FORRESTER RESEARCH

Mobile Will Push Digital Ads Past TV By 2019

The “when” depends on which research you adhere to, but by nearly all accounts, digital advertising is going to overtake TV in the next five years. Forrester Research today prognosticated that interactive spending will achieve a 12% compound annual growth rate and total $103 billion by 2019. Compared to digital, television will grow at a slower rate and rise to $85.8 billion during the same time, Forrester said.

Digital Video’s Hot But Does Face Hurdles

While eMarketer is predicting 56% revenue growth for digital video ads this year, there are hurdles to online video spending that will slow its growth over the longer term. “There are factors holding back digital video ads, not the least of which is that television advertising is still incredibly popular,” says Martin Utreras, senior forecasting analyst at eMarketer.

FTC Closes Tax-Debt Firm With Heavy TV Ads

The agency is giving back $16 million in refunds to more than 18,000 customers of American Tax Relief, which advertised heavily on TV, radio and the Internet. The company promised taxpayers overwhelmed with debts to the Internal Revenue Service that it could significantly reduce their burden.

MARKET PROFILE (DMA 33)

Salt Lake City Goes Giddy Over Games

The enthusiasm for the Olympics has lifted the local TV market in Salt Lake, which buyers describe as healthy but not sold out. Overall TV spending is up over last year, with the tightest dayparts the news and primetime areas. Auto, financial and healthcare are among the categories driving the market.

MARKET PROFILE (DMA 1)

New York City’s TV Inventory Is Tight

Movies, Broadway shows and foreign auto advertisers are spending heavily, and there’s high demand for morning and latenight news.

SOCIAL MEDIA

NFL, Twitter Reach Deal To Air Highlights

The NFL is the latest to join Twitter’s TV ad platform Amplify. The deal marks the biggest sports-related commitment to date. It will allow broadcasters to show video clips and ads through tweets that are coordinated with what’s being shown on television.

SOCIAL MEDIA/ADVERTISING

Twitter’s TV Pitch Comes Of Age

Twitter has a ways to go before it can really crack big TV budgets. It has great traction among the media and plugged-in social and tech scenes, but it still has work to do in convincing broadcasters and big brands that it can really make a difference. That’s why it was eager to trumpet its new deal with CBS. The pair plan to push content out across the social network to help drive audience engagement and tune-in around TV content, but also to unlock opportunities for brands in the process.

What ‘A La Carte’ TV Means For Advertisers

How Advertisers Can Leverage The Second Screen

Time Warner Cable Launches Custom Ad Unit

What A CBS, Twitter Partnership Looks Like

Twitter added its biggest partner in CBS to its Amplify advertising program Monday. The network joins ESPN, AT&T and Ford Motor Co. to use the advertising service that sends out short messages on the social network. Twitter and CBS gave an example of an ad called “60 Minutes in 60 Seconds,” which promotes the network’s news magazine.

Shazam Partners With Ad Council, FEMA

The Ad Council is using the second screen app for a campaign about emergency preparedness. “By integrating Shazam into this campaign, the Ad Council and FEMA will extend their message, providing additional facts, video and other resources that their audiences need to take action to prepare,” Shazam CEO Rich Riley says.

Fox Holding Contest For 30-Second Super Bowl Ad

Despite Cord Cutting, TV Rules Advertising

Pay-TV cord cutting will be minimal over the next several years. And while traditional TV viewership is in decline, TV will easily remain the most dominant for advertisers in years to come. “Even though some consumers are cutting the cord, reducing their subscriptions, or not subscribing when starting a new home, the impact to the pay TV industry over at least the next five years will be minimal,” says PwC’s Global Entertainment and Media Outlook.

MARKET PROFILE

Boston: Looking Softer Come January

The Boston media market has been healthy in 2012, and stations hope that will continue into 2013. But right now first quarter is looking like a buyer’s market. There is plenty of TV inventory available for first quarter and pricing is down slightly, in contrast to Boston’s very busy fourth quarter.

Q&A WITH JON SWALLEN

TV Was Hot In 1Q; Other Media Not So Much

Ad spending returned to positive territory during the first quarter, after falling during the final three months of last year, but that hardly means that the media economy is in great shape. More and more, it’s a case of haves and have nots, with television and outdoor posting solid gains and just about everything else struggling. Jon Swallen, chief research officer at Kantar Media, talks about whether the media economy is mending, why General Motors slashed its spending and what the prospects are for print.

NATPE 2012

TV And Digital Make Advertising’s Top Team

“Maximize Your Media Mix” panelists say TV and digital media are complementary outlets in a media mix designed to achieve specific reach and frequency goals for advertisers.

COMMENTARY BY DAVE MORGAN

TV Spots Top Online Ads In Effectiveness

I’ve finally found a way to quantify the relative effectiveness of TV and online display advertising. It’s two decimal points. That’s how much more effective TV ads are, relative to online display ads on an impression basis.

Analyst Downgrades Advertising Forecast

Davenport & Co. analyst Michael Morris on Friday became the latest Wall Street observer to cut his U.S. advertising outlook amid a weak economy and discuss the  potential impact of the softer trends on big industry stocks. He lowered his ad growth estimate for 2012 and 2013 by one percentage point each to 3% and 2%.

Microsoft: TV Advertising Is ‘Rich, Powerful’

There has “never been a better time for TV advertising to seize the moment,” Microsoft Advertising and BBDO Worldwide, a unit of the world’s second-biggest ad company Omnicom Group Inc., said in a study released today. The survey among 1,500 consumers in the U.S., China, Russia, the U.K. and Saudi Arabia says that “TV is a rich, powerful medium and advertisers should continue to be making great ads for it.”

CBS Ad-Confident Despite Ratings Decline

At least in the near long-term, CBS appears confident it can continue to grow ad dollars even as ratings decline. CBS CFO Joseph Ianniello said Tuesday the network delivers largely unmatched reach, along with an environment that advertisers covet, and they will pay a premium for both. But he was much more bullish on CBS’s ability to grow with non-advertising streams, notably collecting carriage fees for its local stations and its affiliate body.

EMARKETER FORECAST

TV Advertising Not Dead Yet

Researcher eMarketer predicts that U.S. TV ad spending will account for more than 39% of all major media spending by advertisers in 2015, fractionally higher than its share this year.

SALES OFFICE BY RANDA MINKARAH

Reinventing Local With A Multiplatform Focus

Randa Minkarah, Fisher Communications’ SVP of revenue and business development, explains how her company’s TV stations are working to sell multiple platforms to local advertisers. Fisher has created programs that deliver valuable content to an increasingly on-the-go consumer and provide new, cost-effective ad solutions that enable local businesses to better reach their target audiences. “We strongly believe in the future of hyperlocal and are confident that our approach can serve as a model for broadcasters looking to deepen their community ties, as well as better reach the online audiences and advertisers who are following them.”

SALES OFFICE BY KEVIN CUDDIHY

Want More? Look To Spanish-Language TV

A local Spanish-language television buy is an economically sound purchase in that not only are you accruing more eyeballs per dollar, but in most cases you’re probably not paying a premium for the opportunity. With 76% of today’s Hispanics choosing to speak Spanish at home, it’s imperative for marketers to understand that this language connects these valuable consumers to content, culture, country (of origin) and community.

Q&A

Behind The Rising Cost Of TV Advertising

Gary Carr, SVP and executive director of national broadcast at TargetCast tcm, talks about the hot scatter market, why broadcast pricing should be up in fourth quarter, and which cable networks are tops.

Advertisers Can’t Get Enough TV

The television ad sector is experiencing robust demand, signaling that the overall advertising industry will recover faster from the recession than expected. “The success story, perhaps surprisingly, has been television,” said Steve King, chief executive at the ZenithOptimedia media division of the Publicis Groupe.

The Case For More Expensive TV Ads

Today at Business Insider’s Ignition 2010, Dave Morgan made an uncommon claim for an Internet advertising veteran, particularly one who pioneered the kind of targeting everyone takes advantage of today. His claim: that TV ads, the blunt instrument of marketing and the $70 billion-pound gorilla of advertising, are “wildly underpriced.”