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 the Local Broadcast TV Automation Survey. The survey identified a consistent set of priorities and expected benefits for automating local TV advertising transactions that focus on modernizing […]
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 purchase decision making process. Once again, consumers cited traditional television advertising as having the strongest influence on their purchasing behavior, greater than the influence of […]
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.
The recipients of TVNewsCheck’s inaugural Women in Technology Futurist Awards — the TVB’s Abby Auerbach and LG and ATSC’s Madeleine Noland — epitomize the quality of taking a long-range view of where the television industry should be moving and figuring out how to get it there.
The interface lets TV stations automatically report local spot airing times directly to agency buying partner systems for analysis and reconciliation. In addition, NBC And Telemundo Owned Stations join the broadcast consortium.
Abby Auerbach, the trade group’s EVP and chief communications officer, has played a fundamental and pioneering role in the decades-long effort to streamline the process of buying and selling local television advertising.
The president of Katz Television Group is chosen to succeed Perry Sook as the trade association’s chairman through 2020.
The total set a new record for political ad spending on local broadcast television for any election cycle, according to TVB.
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.
Major TV broadcasters and media agencies support the industry’s development of open standards-based business interfaces for local TV.
The 4A’s and the Television Bureau of Advertising want Nielsen to move to Live +1 measurement that captures households tuning into or people viewing a program at the actual time it was telecast, plus any delayed viewing within 24 hours of a recorded program.
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.
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.
TVB today released “Hurricane Irma Media Usage” survey results. The survey was conducted by Research Now and showed residents overwhelmingly chose their local TV stations over all other media for storm coverage, with 85% of respondents using local TV news for critical information. On a daily average, Floridians spent the most time with local TV news during the weather emergency, with over five hours of viewing, while Hispanic viewers spent nearly six hours.
A new study shows that for Southern Texans, TV stations are the most trusted news source and lifeline during Hurricane and Tropical Storm Harvey.
The group’s new TVB NEXT Awards will focus on the media industry’s next generation of leaders in advertising sales, buying, planning and operations and will be presented at September’s Forward 17 conference in New York.
TVB, in partnership with the American Association of Political Consultants (AAPC), has introduced a new annual award, the Political Excellence in Local Media Marketing Solutions Award (EMMA). The Political EMMA will recognize media strategy and execution of a collaborative, multiplatform political media campaign that generated results for a candidate or an issue on the ballot. […]
While there are some questions on how well the two biggest ad categories will fare next year, analysts and others pointed out a number of positives. Among them, the continuing growth of net retrans, upcoming money from the incentive auction and potential windfalls resulting from new revenue opportunities created by the adoption of ATSC 3.0.
“We’ve been talking about this too long. I can’t go into a market programmatically half way,” says Frank Friedman of Zenith Media, speaking of the need to have all stations in a given DMA participate. “We need to separate the fear of automation lowering rates. If we don’t automate we’re going to fail.”
Both Nielsen and ComScore have identified local TV measurement as a growth area ripe with opportunity. And according to CBS research guru David Poltrack, “You now have two companies … that are expanding and investing a lot of money in measuring the medium more effectively. We’ve never enjoyed that before.”
The awards recognize broadcast television stations and advertising agencies for outstanding collaborative multiplatform marketing campaigns.
Steve Szakaly, chief economist for the National Automobile Dealers Association, predicted a downturn in car sales over the next five years, but said that’s not necessarily bad news for local television because auto dealers and OEMs often increase their advertising expenditures in order to lift sales during a downturn.
That’s a $500 million drop from what the research firm had originally expected and is just a hair better than what stations received from political advertisers four years ago.
Between now and 2020, linear ad business will be flat, according to BIA/Kelsey’s Tom Buono. Other predictions from the TVB Forward conference include Pivotal’s Brian Wieser, who says spot will grow 4.5% this year in comparison with 2015 when both the Olympics and political ad spend is excluded. Jack Myers of MyersBizNet says the strong CPM growth of between 7% and 12% for national networks during the upfront and continued strength of the scatter market is good news for local TV.
The Wells Fargo analyst is bullish on net retrans growth, sees spot advertising moving along with single-digit growth, and sees ATSC 3.0 presenting opportunities for new revenue streams.
That’s the consensus of station groups and industry watchers surveyed by TVNewsCheck. The downturn is fully expected as political advertising dries up as it always does in odd-numbered years. However, the reforecast for 2016 is down from the last fall’s original prediction because political spending has not been as strong as expected.
The conference, which gets underway in New York on Sept. 29, will examine emerging advertising trends, innovations powering television’s evolution and local broadcast TV’s consumer influence.
TVB chief Steve Lanzano says among this year’s strong local categories are automotive, home furnishings, DIY and health care. On the network side, CBS’s David Poltrack says sales “are up 10% in the first quarter so it’s looking good so far.” He also predicts high advertiser demand for network inventory during the upcoming upfronts.
TVB has sent a blast to its members, telling them to save the date of Sept. 29 for its peripatetic Forward Conference. The date is later than usual as TVB has tried to avoid conflicts with other industry events like the NAB’s Small Market TV Exchange (Sept. 15-17 in Phoenix). And for the third consecutive year, the conference will have a new venue — Pier Sixty at Chelsea Piers. Last year, it was held at the Waldorf Astoria; before that, at the Edison Ballroom in Times Square.
TVB President-CEO Steve Lanzano: “Ratings data consistently proves local broadcast TV is the go-to source for news and weather over cable news outlets. Local TV stations are trusted and depended on by viewers for timely and relevant information — that’s why their coverage of the blizzard blew cable’s out of the water.”
A TVB analysis of 2015 Wild Card Playoffs and Thursday Night Football viewership shows viewers overwhelmingly prefer NFL on local stations versus cable.