TVB

TVB President Steve Lanzano says that Washington PR firm The Herald Group will answer claims by digital media that TV is wasteful and inefficient as digital goes after a larger share of the mounting political advertising dollars.

New findings suggest that partnership between TVB, the National Highway Traffic Safety Administration and the Ad Council has contributed to a reduction in drunk driving fatalities during the Holiday Season.

The chief development officer at the broadcasting trade group will join the pioneering Big Data firm with the same title on July 30.Big Data is “becoming a hot industry to be a part of,” says Roskowski.

Longtime automotive industry executive Steven Sturm is brought on board to help grow the association’s core business development capabilities in the important automotive category.

TVB President Steve Lanzano: “This will be the first presidential election where there isn’t an incumbent [running] for president since the Citizens United decision, and the Koch brothers are already talking about spending $1billion, which would be more than they spent for the last presidential election.” But outside of political, Lanzano said local TV will see just  2%-2.5% growth this year. Network, said CBS’s David Poltrack, looks to be flat in the first half of 2015.

The new venue for the annual post-Labor Day Forward Conference in Manhattan will be an “upgrade” over last year’s site, providing plenty of room for the expected 500, says TVB President Steve Lanzano.

Super Bowl XLIX featured the New England Patriots vs. the Seattle Seahawks, with a final score of 28-24, Patriots. It was the most watched show in American television history, seen by a record 114.4 million U.S. viewers. It was also a tremendous local story, according to TVB. Its analysis of the Super Bowl’s national rating versus local markets over the past few years found that more than 60% of local markets have higher ratings than the national average.

The CEO of Dispatch Broadcast Group is tapped for a two-year term at the trade group, succeeding WCVB’s Bill Fine. He says: “TVB is committed to enhancing our members’ local sales efforts with tools, data and services that leverage the unrivaled reach and engagement that broadcast TV delivers to brand managers and marketers among all media options.”

“Tribune Broadcasting has been a member of TVB for 15 years and we are thrilled to have the 19 stations we acquired from Local TV become TVB’s newest members,” said Larry Wert, president, Tribune Broadcasting. “The research, resources and other services that TVB offers are extremely helpful.”

TVB Jobs is free for job seekers and features a range of broadcast television employment opportunities across the industry spectrum.

TVB today named Brian Allers named vice president, local division. Allers has more than 12 years of experience as a senior local sales account executive at a number of television […]

This year’s TVB Forward Conference, shifted to a more festive venue, did much to portray local broadcasting in the best possible light, while addressing some serious issues. Despite the lack of specifics, the conference agenda painted a healthy picture of TV’s spot and digital ad sales and left the impression that local TV still has much to offer marketers.

According to broadcasters, reps and analysts surveyed by TVNewsCheck, that lower total for next year is due to a number of factors, including a soft national spot marketplace, a weak network upfront as well as uncertainties about leading ad sectors like automotive, telecommunications, retail and fast food. Driving core growth will be auto and telecom, which are predicted to rise 3.9% and 3.6%, respectively, compared to 2014.

The group’s 2014 analysis is designed to help retailers synchronize ad campaigns to capitalize on the second largest annual consumer spending period.

Local TV broadcasters have shifted into high gear with digital advertising efforts, driving an estimated all-time high of nearly $3 billion in new ad revenue for stations this year, according to new research commissioned by the Television Bureau of Advertising. The Borrell study encompassed 815 stations and reports that broadcasters grew their digital revenue 15% last year.

The veteran advertising and research executive joins from the Syndicated Network Television Association where she was the director of research and systems for 12 years.

According to the latest numbers from Kantar as analyzed by TVB, spot TV spending fell 7.9%, to $15.8 billion, compared to 2012, due largely to lack of political dollars. Auto was up 3.6%, insurance rose 13%, but four top-10 categories saw declines.

TVB on Thursday unveiled a special-edition analysis — People Talking Politics — of the Keller Fay Group and TVB American Conversation Study that looks closely at media’s influence on daily political conversations and engagement.

Pushing for TV advertisers to include paying for local time-shifted TV viewing, TV advertising trade group TVB now says a local TV metric with time-shifted TV viewing is nearly comparable to a national ratings metric. That includes three days of time-shifting — one that TV advertisers agree to use in their deals.

The change, which resulted in lower numbers, highlights the dangers of using self-reported behavior in research studies, TVB says.

When considering which local medium provides the most efficient and effective advertising platform for political campaigns; let us first imagine a media world without local, over-the-air television. What local media would be left for the political pro’s to evaluate, cable … digital? Each get a lot of ink, but media professionals understand the risks of putting their media-dollar-eggs into those baskets.

Known for producing the highest national viewership of the year, the Super Bowl is also a very local story. Despite the blowout performance of 2014’s Super Bowl XLVIII champions, the Seattle Seahawks, the average broadcast rating for the home-­team markets of Denver and Seattle both exceeded TVB’s projected national average* (46.3) by 11% and 22%, respectively. Additionally, the game’s host market, New York, saw ratings that exceeded the projected national average by 9%.

TVB CEO Steve Lanzano: “Each advertising dollar invested by an auto dealership in local broadcast television has a tangible impact upon its success in moving cars off its lot. It’s nearly a one-for-one relationship.”

TVB CEO Steve Lanzano: “Nielsen’s Social Guide reported that Sound of Music was the No. 1 topic on Twitter for the night the program aired and for the entire week, generating nearly 54,000 more tweets than the No. 2 TV-tweeted program, Scandal, did on Dec. 5.”

Local broadcasters support the Project Roadblock initiative to combat drunk driving by donating on-air, online and mobile advertising assets to the PSA campaign, which will take place Dec.  26-31, the holiday period with some of the highest incidences of drunk driving fatalities. To commemorate Project Roadblock’s 10th Anniversary, broadcasters will add an advertising roadblock to this year’s campaign by running a Buzzed Driving PSA at 10 p.m. on New Year’s Eve on every participating station across the country.

Since its inception 10 years ago, over half of all Americans recognize the anti-drunk driving PSAs of Project Roadblock. More importantly, awareness among the intended men 21-35 target demo is at 60%. Project Roadblock’s success is possible because of the concern and cooperation of our nation’s broadcast television stations — more than 1,300 primary and D2 stations participated in Project Roadblock 2012.

What broadcast networks do particularly well is build nights of television with audience flow. This is why, despite the appearance of a few bright spots in cable television, viewers are not congregating and staying with cable content throughout a night in the same way they do with broadcast. There is content there, but collectively, it’s not much of a draw. It takes more than a handful of original shows to create a destination for viewers.

As an industry, we frequently talk about the complexity of today’s television ecosystem.  Nearly every aspect of television is complicated.  Multiple screens and thousands of content options have complicated the “what” and the “where.” Behavioral targeting has complicated the “who” of viewing. Nothing is simple. So knowing that, why don’t we try to scale things back and just look at TV not from the perspective of an industry, but from an audience? Let’s go back to the basics of television.

VidLytics features comprehensive infographics of national and local television viewing, including broadcast, syndication, Spanish-language, buyer data and local news and social media metrics.

It is the touchstone, large-scale, society-rocking events — the Boston Marathon Bombing, Hurricane Sandy, the tragedy in Newtown, Conn., or even the most potent of all, 9/11 — coverage of each that are all hallmarks of local broadcast television, that are each further reminders that television is indeed where we are engaged, informed and united.

It falls 3.8% during the second quarter, largely due to to a $100 million decline in political dollars. Bright spots include automotive and communications. During 2Q 2012, spot advertisers spent $136 million on political. During 2Q 2013, they spent $100 million less. This decline in spending will get sharper as the year goes on, since the largest share of political dollars are spent closer to the election, during September and October.

Bill Fine, GM of WCVB Boston and chairman of TVB, discusses TVB’s “report card,” the outlook of national spot and political advertising, progress in getting credit for DVR viewing, the loss of exclusivity to network programming and more.

According to broadcasters, reps and analysts surveyed by TVNewsCheck, most of spot’s growth next year will come from political advertising from campaigns and advocacy groups. That money will be more evenly disbursed than it was in the presidential election year of 2012, when it was concentrated in 10 battleground states. Next year will see 30 Senate and 30 gubernatorial races. In addition, advertising related to Obamacare will add $1 billion to the top lines of broadcasters over the next two years. Driving core growth will be auto, which is predicted to rise 5.8% compared to 2013.

TVB analysis of Nielsen data for June 2013 indicates average-quarter-hour Live+SD ratings were within 5% of C3 ratings for the month. Said Jane Williams, CMG’s EVP for television: “As our consumers’ viewing habits continue to evolve, it is more important than ever for our industry and our advertisers to have the most accurate and reliable audience measurement data possible.”

TVB analysis of Nielsen data for June 2013 indicates average-quarter-hour Live+SD ratings were within 6% of C3 ratings for the month. Said Jordan Wertlieb, president of Hearst Television: “Clearly our business must be given better credit for viewership in the new landscape.”

Paul Karpowicz, president, Meredith Local Media Group: “Without accounting for time shifting, we are leaving a significant number of impressions unaccounted for our advertisers, and that shortfall will only increase as the industry adds more time-shifting to the ratings standard.”

Ah, as the world turns. It’s time to come clean on soaps. And the news is…good. Soaps are back. Well, perhaps it’s more accurate to say that soaps are steady. And that’s something that couldn’t be said just a couple of years ago. The genre still thrives elsewhere, especially in network primetime. For a genre that’s all been written off as a relic, it’s showing that it might just have one life to live after all.

There was a full-blown feeding frenzy recently on Twitter. Chances are pretty good you saw the Tweets (or stories about them), but not the TV movie that inspired them. As a television event, SyFy’s Sharknado was great social media. And a great example of what the Twitter Effect can have on programmers and the television industry. Generally speaking, the more a show is talked about, the more viewers it will deliver. The only difference is that the Twitter Effect alone won’t elevate cable deliveries much beyond what they’re capable of delivering organically. Cable programs — particularly on the niche networks — won’t deliver much beyond their base, no matter how much social chatter they generate.

TVB EVP-Chief Marketing Officer Abby Auerbach: “Station websites are just the beginning of the online resources that are available through local TV stations. More and more, broadcast groups are adding hyperlocal to their online mix, giving marketers the ability to reach deep into a marketplace with precise targeting. You get who you’re targeting where, with hyperlocal resources that can be tapped into right now — not in some unwritten future.”

Rebecca Campbell, president of the ABC Owned Television Stations Group: “Live+same day is the metric most consistent with the national C3 model. We also believe our advertisers gain real and significant value beyond same day viewing.”