TVB FORWARD 2014

Targeting Ability Boosts Automated Ad Buys

One estimate predicts 30% of local TV ads will be bought using automated systems in just 18-24 months. Others say it will take a little longer, but will happen. This “programmatic” buying is no longer reserved for filling low-value inventory with remnant ads, but instead can make local TV a more attractive medium.

TVB FORWARD 2014

Lougee: Embrace ‘Automated’ Spot Selling

The president of Gannett Broadcasting says broadcasters should work together to develop an automated or programmatic system to streamline the selling of their broadcast and digital inventories. “To be relevant to our local and national clients, we have to make it easy for them to buy and activate across platforms.”

TVB FORWARD 2014

Despite Erosion, TV Still No. 1 In Political $

With fewer competitive races and the growth of political ads placed by outside groups, plus growing competition from digital, broadcast TV’s expected take of campaign money this election season have dipped. However, it remains the No. 1 choice, “it’s still the big play.”

TVB FORWARD 2014

WKYC Wins A TVB EMMA Award

The Excellence in Local Media Marketing Solutions Award recognizes television stations and advertisers for outstanding collaborative multiplatform marketing campaigns.

TVB FORWARD 2014

Fine Throws Down Gauntlet Over Ratings

The trade group’s chairman, Bill Fine, says the TV broadcasters have put up with inaccurate numbers and unchanging sample sizes for too long. “We have hit a tipping point, a point where it is clear a major change is necessary. I know you have heard that from others many times before, but I’m serious. It is time for a reset.”

TVB FORWARD 2014

Broadcast Stocks Seen Likely To Bounce Back

Analysts say lower-than-expected values should correct now that regulatory issues — whether the FCC would break up station groups, for example — have been resolved, and political ad dollars are expected to start coming in. They said they expect broadcast TV will continue to thrive.