The ratings rivals explain to broadcasters what they have in store to improve and expand their services and address the five biggest concerns of stations regarding measurement: ratings inconsistency, sample size, demo issues, modeling of ratings and too many methodologies.
The trade group’s chairman and CEO of Nexstar Media Group says “local broadcast television remains the most powerful place to be within the media and advertising ecosphere. Our local news programming touches the daily lives of our viewers and connects people to their communities.”
Advertisers and their agencies are attracted to automated platforms because of the data analysis features that allow them to get better value from their buys. “The task for broadcast stations and the companies that serve them is about how to build a framework on top of legacy systems” so that the process of buying spot television is much easier than it is today, says SintecMedia’s Lorne Brown.
Wells Fargo analyst Marci Ryvicker sees station groups’ core advertising, which excludes political, growing 2% next year. In addition, she says broadcast stocks are also likely to get a boost from the FCC’s easing of the media ownership restrictions that will lead to further consolidation of the industry.
The broadcast group is praised for its support of a wide range of Ad Council campaigns including shelter pet adoption, recycling, hunger prevention, autism awareness and type 2 diabetes prevention.
BIA/Kelsey says the largest marketers in the healthcare vertical including residential care facilities, hospitals and physicians are predicted to spend $2.5 billion, $5.05 billion and $2.6 billion, respectively, on local media in 2018.
TVB today announced the winners of this year’s Excellence in Local Media Marketing Solutions Awards (EMMA) and NEXT Awards at Forward 2017 — local broadcast television’s annual outlook conference in New York City.
The forecast of double-digit growth in spot revenue next year, the consensus of station groups and industry watchers surveyed by TVNewsCheck, is due almost entirely to expectations of heavy political advertising. Otherwise, ad sales will be flat with the auto, retail and fast food providing drags on the top line.