Effective today, media buyers can access a new planning tool on the trade group’s TVB.org site giving them easy and up-to-date access to a list of stations transmitting programs and inserting advertising in HDTV. The service is available to both TVB members and non-members.
Spot TV far outpaces other broadcast TV segments. It’s powered by a 74% gain in automotive spending.
Cable Penetration Hits 21-Year Low
According to Nielsen NTI data, cable penetration represented 60.7% of households in November, down from 61.7% in November 2009, while national alternate delivery system penetration reached 30.5% of television households last month, an all-time high that represents 33.7% of subscription television customers (those paying for video delivery), another all-time high.
Advertisers that buy network TV because they presume it’s cheaper than buying spot TV, may be throwing money out the window. That’s according to a new TVB study that found that spot TV often less expensive than buying network scatter.
The research, conducted by the Futures Co., shows overall ad impact depends on the product category and where the consumer is in the purchase process.
The broadcast TV advertising trade group has overhauled its TVB.org to be more accessible and informative to “its customers” — media buyers. But the members section for broadcasters has been beefed up, too, with category overviews and briefs that can be printed out and taken on the next sales call.
