TVN Webinar To Offer Spot TV 2022 Forecast

TVNewsCheck in early October forecast a 4.2% increase for core spot TV advertising and a 19.2% jump in total revenue including political in 2022. Leading agency and station group executives will look at how is spot TV spending shaping up in early 2022 overall and in key categories in Spot TV Forecast 2022, A TVNewsCheck Working Lunch Webinar on Jan. 13, 2022, at 1 p.m. ET.

Panelists will consider how much streaming and digital advertising is supplementing linear, along with what buying and selling chiefs anticipate in advances to automated transacting, performance campaigns, impression-based transactions and audience measurement, including the addition of BBO homes to the Nielsen sample.
Speakers:

Joe Cerone, EVP local investment, Zenith — He began his career at Ogilvy & Mather Advertising (New York) in 1986 as an assistant media buyer on the Hardee’s account. He stayed with O&M for three years, in which time he was promoted to a media buyer.

In 1989, Cerone joined Backer, Spielvogel & Bates (which became Bates USA, then Zenith) as a media buyer for accounts such as Hyundai Motor America, American Express, Miller Beer and Mars Inc. After being promoted to broadcast supervisor in late 1995, Cerone was offered the opportunity to leave his hometown of New York and head south to be the regional buying supervisor of the Bates USA Atlanta office. His main responsibility was to oversee all local broadcast for the Hyundai Dealer Advertising Association, as well as Hyundai Motor America.

Cerone was promoted to vice president in 1997 and then SVP in 2000 with the responsibility to oversee the company’s four regional buying centers (Atlanta, New York, Los Angeles and Chicago) for Hyundai with billings over $96 million.  He was with Bates USA for more than 12 years when Hyundai decided to make a change in agencies.

Along with Hyundai, Cerone joined Carat USA in February 2002 as VP, regional spot director. His responsibilities include managing spot broadcast for the Hyundai Dealer Association, Hyundai Motor America, Kia Dealer Marketing Group and Kia Motor America across the five regional buying offices, as well as overseeing the Atlanta and Dallas buying group.

In March 2008, Hyundai/Kia and Cerone joined Initiative as SVP, director, local broadcast. His responsibilities include overseeing the Atlanta and New York buying teams, which consist of a staff of over 50, as well as managing all spot broadcast for the Hyundai/Kia accounts across all buying offices.

After 20-plus years on Hyundai/Kia, Cerone decided it was time to step up into a luxury brand, in May 2015, he joined Zenith Media as SVP, account director – Lexus dealer, local investment. In May 2017, he was promoted to EVP, director of local investment.  He continues to push his clients into adopting forward thinking practices and initiatives.

Kathy Doyle, EVP, managing director, local investment, Magna Global — A 20-plus year veteran of IPG/MAGNA, Kathy Doyle oversees all local activity for clients such as Amazon, American Express, Academy Sports, BMW, Coca-Cola, Subaru and Arby’s, among many others.

Doyle believes that client success in the local market is achieved through leverage, knowledge and relationships that drive effective strategic execution. She manages a team that executes hundreds of local retail events for a multitude of clients on an annual basis.

Doyle represents the agency with involvement in several industry associations, such as the 4As, Nielsen and the TVB.

In her 30-plus years in the media industry, she has worked for a wide variety of clients, with a focus on local marketing. Doyle has managed investment for clients including General Motors, Subaru, McDonald’s, Kohl’s and Lowe’s. She received the agency’s “Truth Well Told” award for her outstanding work on General Motors. In 2015, she was named by AWNY as a Working Mother of the Year and in 2016 was added to the IRTV Mentorship Hall of Fame.

Shawn Makhijani, SVP, business development and strategy, NBCUniversal Local — He runs NBC Spot On, the division’s new advanced video advertising business designed for local/regional CTV and OTT advertisers. He is also responsible for all aspects of business development across the division. This includes 42 NBC and Telemundo TV stations and their associated digital platforms, regional news network NECN, a robust digital out-of-home group, in-house production, marketing and promotions companies, national multicast networks Cozi TV and TeleXitos.

Makhijani joined NBCUniversal in 2007. Before this, he held business development positions at AOL, TellMe Networks, Excite@Home, Twentieth Century Fox and Indo American Enterprises. In addition, he worked in M&A and equity capital markets for JP Morgan. Makhijani started his first broadcast television venture at the age of 15, when he co-founded the U.S. based television network, Namaste America, where he produced and hosted several shows.

Makhijani earned a bachelor’s degree in government from Dartmouth College, and an MBA from the Kellogg School of Management at Northwestern University.

Martha Matthews, SVP, local investment, Dentsu — As SVP of Local Investment for Dentsu’s media service line of business in the U.S., Matthews oversees local media investment for Carat and iProspect clients, managing teams in Atlanta and Los Angeles. She joined Dentsu in 2009 as a senior spot buyer at Carat, expanding her remit on the local investment team over the years.

Matthews is an accomplished director with 23 years of media buying experience and has worked on a broad range of clients across a variety of verticals, including automotive, casual dining, CPG, banking, finance, home improvement, travel, entertainment and QSR. Prior to Dentsu, Matthews spent over six years at MindShare in Atlanta and two years at Doggett Advertising in Charlotte, N.C., where she served as media director for several local accounts in the automotive, real estate and apparel categories.

Kathy Haley, publisher and co-founder of TVNewsCheck, will moderate the webinar.