A new study released by TVB, conducted by GfK, attempts to better understand “the vast world of streaming and how linear television, specifically local broadcast TV, fits in it.” Four thousand respondents took part; 81% were exposed to local broadcast TV news either on a TV set or through an app/website.
At TVB’s Executive Summit this week, advertising experts pointed to encouraging signs from political and automotive (except the current strike), tempered by continuing concerns over measurement.
TVB, the trade association of America’s local broadcast television industry, today issued this statement in response to Nielsen’s July 2023 Gauge Report. “The Gauge Report provides a monthly view of […]
With a longstanding commitment to industry standards and easy integrations across its technology portfolio, Imagine Communications continues to streamline automated advertising transactions for local TV broadcasters via flexible, open ad tech architectures […]
Since 2018, many states (and Washington, D.C.) have passed legislation to approve regulated sports betting and have either launched or are planning to launch soon. Sports betting in the U.S. has taken over the sports world, with everything from professional leagues partnering with sportsbooks to athletes being sponsored by legal sports betting entities. Sports betting continues to be a major fixture in the country. TVB set out to discover how sports betting entities like DraftKings, FanDuel and others are reaching potential players, and to identify the importance of media platforms in influencing online sports bettors’ decisions.
The 2023 Purchase Funnel study recognizes the role of a variety of different media platforms, and confirms that television remains the most important influence by far, through all stages of the purchase decision process.
All the buzz about Netflix getting into the ad business prompted the Television Bureau of Advertising (TVB), which represents the local broadcast industry, to push back on behalf of traditional, linear TV. A recent report indicated that Netflix was telling advertisers that its Basic With Ads tier now has about 600,000 monthly active users. “Importantly, this metric refers to subscribers, not viewers and Netflix ad-supported users pale in comparison to local linear TV viewing audiences,” TVB CEO Steve Lanzano said. “The comparison is extremely meaningful for the advertising community and brands.”
Among the findings: Linear TV has the highest reach of all measured media platforms; despite cable having more networks, viewers spend almost double the time with broadcast TV; people trust local TV station news more than all other media platforms (74%), while social media is the least trusted (37%).
The Coalition for Innovative Media Measurement, the American Association of Advertising Agencies and the TVB said they launched a study that will assess local TV measurement in the U.S. and develop an action plan to make improvements. The group has hired Sequent Partners to work on the project.
New jobs posted to TVNewsCheck’s Media Job Center include openings for an IT manager, two promotions producers, a creative services photographer/editor and a manager of program development.
The recipients of the 2022 TVB Excellence Awards and TVB NEXT Awards exemplify dedication, integrity and forward thinking in media and advertising, “highlighting an innovative future for localism,” according to TVB.
Local TV Broadcasters, Media Agencies and Marketers will hear presentations from leaders at Comscore, GroupM, Kantar/CMAG, MAGNA Global, Mohegan Sun, NADA, Nielsen and Pearl TV at Forward 2022 on Sept. 22.
Amazon paid big bucks for the exclusive national broadcast rights to stream NFL Thursday Night Football starting this season, but 48% of the viewership for Prime Video’s first preseason game came via local broadcast, according to TVB. Stations in San Francisco and Houston delivered 494,135 impressions.
The Television Bureau of Advertising (TVB) today announced new supporting partners for the NEXT Women program. Underwritten by WideOrbit, Next Women helps identify, prepare and advocate for women in the local […]
Local news was found to be the most trusted media platform, with social media and cable news being the top purveyors of “fake news” according to the TVB.
TVNewsCheck‘s Michael Depp talks with Hadassa Gerber, head of research at TVB, about the organization’s recent survey on sports betting and how television wields enormous influence over sports bettors’ decisions.
Sports betting in the U.S. has taken over the sports world, with everything from professional leagues partnering with sportsbooks to athletes being sponsored by legal sports betting entities. Sports betting continues to be a major fixture in the country. TVB conducted a study to discover how sports betting entities like DraftKings, FanDuel and others are reaching potential players, and to identify the importance of media platforms in influencing online sports bettor’ decisions.
From increased adoption of impressions-based measurement to the rapid rise of sports betting, 2021 was a winning year for local broadcast TV advertising.
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.
Executives say looking at multiple data sets, including panel information, helps paint a clearer viewership picture.
TVNewsCheck‘s Michael Depp and TVB President-CEO Steve Lanzano discuss persistent agency silos, audience measurement woes and automation resistance in the world of TV advertising, prompting the question of whether the whole business could use some time on the couch to work through its issues.
Executives from NBCUniversal Local (Frank Comerford, above), Tegna, Sinclair and Hearst told a TVNewsCheck webinar they’re bedeviled by persistent gaps in the available buying/selling pipeline, which have bogged down the transaction process and added to their expenses. Those woes are leading some broadcasters to bring more of their automated functions in house.
Sports wagering has invigorated station groups’ core revenue, climbing to the second-biggest ad sales category for many of them and angling to knock automotive from its top spot in the next few years. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.
TVNewsCheck‘s Michael Depp talks with Hadassa Gerber, TVB’s chief research officer, about its latest media comparisons research study and with Harry Jessell, TVN‘s editor-at-large, about a broadcast investment alternative to paying dividends along with the clarifying picture about sports rights negotiations. Read Jessell’s column on dividends here.
Steve Lanzano, TVB president-CEO, said Wednesday that Nielsen should delay its inclusion of broadband-only homes in its measurement “until the current sample is fixed.”
To help make roads safer during this time of year, the Television Bureau of Advertising (TVB) today announced the 17th annual Project Roadblock initiative, in which local TV stations donate advertising time and […]
Broadcasters must hold public officials accountable, Graham Media CEO Emily Barr tells TVB conference attendees, and diversify station ranks from the bottom to the top.
A TVB analysis of March viewing data finds that a single night of local TV news drew greater audiences than the NFL First Round Draft, the Academy Awards, and Monday Night Football.
A TVB analysis shows the coronavirus pandemic has substantially increased levels of broadcast TV viewership, especially among adults 35+.
A new study by GfK for TVB finds that local broadcast TV, both on-air and digital, when compared to other media, maintained its position as the top medium for consumers. In addition, local broadcast TV remains the most trusted news source.
A new study commissioned by TVB shows 79% of respondents used TV station news for information about the wildfires as compared to the second highest, radio, at 47%.
The two station group chiefs say they welcome the TVB’s plan to transition to impressions-based local TV currency.
“In our current multiplatform world, everything is now being sold on an impression basis except linear TV,” says TVB President Steve Lanzano. “We want local TV stations and the ad agencies to be able to sell and buy that way, too. We have been working with the buying agencies for some time behind the scenes and now we are going public.”
The orders will use Open TVB and the TIP Compatible Format. More than 2,000 local TV and radio sellers have already been trained by Hudson MX on the “pre-buy” process with additional campaign management training to be provided for all rep firms, TV and radio broadcasters in preparation for 2020 orders starting in mid-September.
TV stations are working to tune in a new methodology for counting viewers of the 6 p.m. news and morning talk shows. The TVB, the trade organization that represents more than 800 TV stations and TV broadcast groups, is pressing Madison Avenue to start using viewer impressions as a base for striking ad deals rather than continuing to rely on TV ratings.
TIP Initiative, an industry work group promoting open interfaces to streamline advertising transactions for local TV broadcasters and their media agency partners, today released a new white paper highlighting results from […]
Examining consumers’ receptiveness to advertising across various platforms, TVB today released findings from the 2019 Purchase Funnel, an independent study conducted by GfK that measures the influence of media on consumers during their […]
He fills a new position at the trade group, joining from Cordillera Digital, where he led sales teams and managed all revenue and marketing initiatives across the enterprise.