The future of media buying is developing reliable, advanced audience data that goes beyond age and sex demos. Buyers want it and the measurement firms are moving toward that goal, but work remains.
Analysts see political ad spending this year and in 2020 on the upswing. 2020 won’t be a repeat of 2016, it’s predicted, when Donald Trump relied on generating news coverage rather than spending money on a lot of advertising. The importance of TV to political campaigners seemed clear. As one panelist put it: “At the end of the day, if you really want to shape hearts and minds, you still need television.”
With political advertising about to dwindle after the November elections, and core in an extremely low-growth mode, retransmission consent is seen as a key revenue generator for stations, according to a finance panel at TVB Forward. That could lead to further station purchases by the networks and makes the new revenue-producing abilities of ATSC 3.0 look more attractive.
Panelists at the TVB Forward conference say broadcasters should be worried as the marketing and advertising budgets of auto makers and dealers are a function of the vehicle sales. The more vehicles sold, the larger the budgets.
Fox Television Stations chief Jack Abernethy: “The best thing for our business would be full relaxation of ownership restrictions,” adding that such a move would also be the best thing for employees and consumers.
Top media executives to gather on Sept. 27 in New York for expert insights on driving sustainable business success plus demonstrations on how agencies, brands and political campaigns leverage linear TV’s unrivaled consumer reach, viewership, influence and trust to generate results.