TVB commentary
Shattering Network Scatter With Local TV
TVB,
May 21, 2012, 10:57 AM EDT
Local delivers a customizable, targeted national footprint at lower cost. And it delivers the content — and corresponding GRPs — that aren’t available nationally. How much more credible of an alternative could there be?
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TVB commentary
The Growing Appeal Of Subchannels
TVB,
Mar 28, 2012, 12:51 PM EDT
Perhaps it's time that buyers take a closer look at TV staitons' digital subchannels as a stronger option to local cable. They're available in 100% of TV households, deliver higher ratings and more reach than many top tier cable networks, let alone the smaller niche verticals, all for lower CPMs.
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TVB commentary
The Pastry Economics Of Television
TVB,
Mar 13, 2012, 3:34 PM EDT
Why there should be room for 210 spot slices on every agency's diet plan.
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TVB Commentary
Free Airtime Means Agenda-Free Citizenship
TVB,
Mar 7, 2012, 2:43 PM EST
If you were to ask someone to name three words that are most associated with the ideals of the United States of America, there's probably a 100% chance that one of them will be "freedom". We live in a world where that word — and concept — are both in danger of losing significance due to it being used to advance a political agenda. It’s for this very reason that our free, over-the-air television station groups such as Dispatch, Hearst, Post-Newsweek and Scripps are donating significant amounts of free airtime to qualified candidates during the election season.
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TVB Commentary
TV Stations Connect With Black History Month
TVB,
Feb 28, 2012, 7:33 PM EST
Market by market and special program by special program, stations make Black History Month TV moments accessible to both viewers and sponsors. In doing so, advertisers have the opportunity to extend their brand connections with local consumers and acknowledge the changing role of Black and African Americans in the consumer economy.
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TVB analysis
Grammys Show Power Of ‘Sociable TV’
TVNewsCheck,
Feb 17, 2012, 2:32 PM EST
The proximity of the broadcast to Whitney Houston’s death allowed the broadcast audience an opportunity to share in a communal social moment with the artists, as they simultaneously processed the immediacy of the shocking news. The impact this had was evident on a market by market basis, as 20 of the 25 LPM markets delivered higher household ratings than the national broadcast.
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TVB commentary
Oprah Moves to Cable — And Irrelevance
TVB,
Feb 14, 2012, 2:31 PM EST
While headlining her own syndicated
The Oprah Winfrey Show, Oprah was unstoppable. Her name became synonymous with quality; she routinely gave away audiencefuls of cars, exotic trips and other sundry expenditures that she found she couldn’t live without — and those brands benefitted from the “Oprah Seal of Approval” in turn. But since last January she’s on cable, on her OWN. The Oprah Winfrey Network, that is. And she’s hardly been heard from since.
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TVB: Keys To Winning Super Bowl Numbers
TVNewsCheck,
Feb 9, 2012, 2:42 PM EST
The largest local Super Bowl audiences are not merely determined by home markets of the participating teams. There are four additional key factors to look for that correlate to driving higher local market viewership.
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TVB commentary
Super Bowl XLVI — Six Screens To Glory
TVB,
Feb 6, 2012, 7:39 PM EST
In 2012 watching the game on your living room HDTV isn’t the only “best” way to watch the game anymore. And by that I don’t mean that I didn’t spring for the full 3D TV experience. It’s bigger than that. Today, you can virtually have an “all-access” pass to the Super Bowl while still being hundreds of miles from the stadium.
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Executive Session
Record Political Ad Boom Looms, But ...
TVNewsCheck,
Feb 6, 2012, 8:33 AM EST
TVB’s political ad guru Jack Poor says there’s good news and bad news for TV stations in this election year. The good news is that their four-fifths share of total TV spend will be up 20% to around a record $2.5 billion, and no other medium seems positioned to cut into stations' share. The bad news is that the total take will be suppressed due to the lack of any major gubernatorial contest that swelled the coffers in 2010.
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National NFL Numbers Not The Whole Story
TVNewsCheck,
Jan 26, 2012, 3:27 PM EST
While playoff football games draw big ratings, TVB says a look at numbers in the teams' home markets reveals much, much larger audiences.
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Sales Office by Abby Auerbach
Broadcast Television: Still No. 1 At CES
TVNewsCheck,
Jan 19, 2012, 1:49 PM EST
The 2012 Consumer Electronics Show was overflowing with TV technology. For the creative, forward-thinking marketer there was an abundance of innovative ways to reach television-loving consumers, and TV broadcasters were squarely in that game with mobile DTV. With mobile DTV, marketers will have the opportunity to establish the deepest connection with consumers through the reach of television, their relationship with local news and entertainment, the interactivity of the Web and the intimacy of personal devices.
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TVB commentary
Fit To Be Untied: Come Home To Free TV
TVB,
Jan 17, 2012, 2:45 PM EST
In last week’s “Wall Street Journal”, Kevin Sintumuang wrote what was in effect a
“Dear John” letter to cable TV. It’s a pretty bold statement to make, Kevin — so publicly ending a relationship like that. When you’re ready to get into a more lasting relationship, broadcast television will be there for you.
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tvb commentary
Local Television Is A Designated Sales Driver
TVB,
Jan 13, 2012, 7:37 AM EST
There is indeed a correlation between increased spot spending on TV stations by auto manufacterers and increased sales. And why wouldn't there be? Where is the actual consumer connection to their new car purchase? At the local dealership. So anything that helps spread that message has got to help the manufacturers' bottom line.
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TVB commentary
2012 — A Big Year For Local Television
TVB,
Jan 3, 2012, 10:25 PM EST
As we see the last of 2011 fall by the wayside, we at the TVB are enthusiastically looking forward to 2012, because it looks to be a banner year for local broadcast television. Some of the reasons include political spending, the London Olympics, growing auto sales and an improving real estate market. In addition, one of the most important areas that will invigorate local broadcast TV is likely to come from a somewhat unexpected place: mobile.
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Commentary
In Sports, Cable No Substitute For Broadcast
TVB,
Dec 23, 2011, 11:53 AM EST
If broadcasting and cable are interchangeable, then why do sports draw substantially more viewers on broadcasting than they do on cable? Case in point: Fox’s broadcast of baseball's American League Championship Series last fall attracted 55% more male 25-54 viewers than TBS’s telecast of the National League Championship Series.
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Special Report: Audience Measurement
Little Progress In Feud Over Local TV Ratings
TVNewsCheck,
Dec 14, 2011, 8:04 AM EST
This final installment of
TVNewsCheck's three-part special report on audience measurement looks at the impasse in the search for a local ratings currency that's acceptable to both broadcasters and agencies. The broadcasters want some credit for DVR viewing, while most agencies still insist on live-only numbers. Although a compromise floated by TVB President Steve Lanzano went nowhere, some agency executives concede that broadcasters have a point.
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Sales Office by Carrie Hart
Local News Is The Ultimate Reality Program
TVNewsCheck,
Dec 9, 2011, 7:55 AM EST
The reality is that more people are consuming local news content across more hours and across additional station platforms. Station websites have become
the online choice for local news and weather. And, possibly the most significant expansion of on-demand news is now underway with direct broadcasting to mobile screens — mobile DTV.
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Sales Office By Gordon Borrell
Stations Can Turn Digital Dimes Into Dollars
TVNewsCheck,
Nov 4, 2011, 5:45 AM EDT
Local broadcasters’ $1.8 billion in local online ad revenue this year might represent only the visible portion of the Internet iceberg. A TVB survey found that 61% of the local businesses surveyed said they expected their expenditures on digital media to grow in 2011. The survey identified a large opportunity for local TV broadcasters to tap into that vein: 58% of the respondents said they considered their TV rep a good source of information for digital opportunities, while 71% expressed confidence that the rep was a good adviser on media buys.
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Sales Office by Scott Roskowski
TVB Turns Focus On Business Development
TVNewsCheck,
Oct 21, 2011, 8:17 AM EDT
The goal of business development is to bring value to advertisers by understanding their business, identifying opportunities and putting together local customized solutions that will produce greater sales results. That's why TVB has made it a priority.
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TVB Floats Creative Local Ratings Proposal
MediaPost,
Oct 20, 2011, 6:09 AM EDT
After considerable posturing, agency and network executives drew up the C3 Compromise for the national marketplace several years back. Hammering out a deal on a dominant currency in the local broadcast market has been far more knotty. TVB chief Steve Lanzano is floating a creative alternative: "live plus three with an adjustment factor." It attempts to bring some commercial ratings to local TV. The key figure is an estimated 50% of the ads watched with a DVR are skipped.
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Ratings: Broadcast No. 1 Choice In Disasters
TVNewsCheck,
Sep 21, 2011, 1:50 PM EDT
A TVB analysis of Rentrak audience data during the weekend of Hurricane Irene shows dramatic ratings spikes for ABC, CBS, Fox and NBC affiliates.
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TVNewsCheck Annual Forecast
2012 Spot TV: Total Up 10.2%, Core Up 2.7%
TVNewsCheck,
Sep 13, 2011, 8:51 PM EDT
According to broadcasters, reps and analysts surveyed by
TVNewsCheck, the revenue driver at TV stations next year will be political ad money, but no one expects a repetition of the huge increases stations enjoyed in 2010. Another positive sign is that auto spending is picking up again following the earthquake-tsunami double whammy that hit Japanese automakers in March. A still struggling economy is said to account for the core forecast in the low single digits.
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Katz, Cox Reps, Strata Adopt TVB's ePort
TVNewsCheck,
Sep 7, 2011, 12:00 PM EDT
The two leading rep firms along with the broadcast software developer will provide the financial support to maintain and further develop the system for buying and selling spot TV.
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Earthquake Draws Viewers To Local TV
TVNewsCheck,
Aug 26, 2011, 11:57 AM EDT
East Coast station tune-in and website visits escalate after Tuesday’s 5.8 magnitude quake.
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Jessell at large
TVB Pushing To Move Fed Ad $$ To Local TV
TVNewsCheck,
Jul 15, 2011, 3:17 PM EDT
The TV trade group was the source of the FCC’s recent recommendation that the federal government divert its advertising dollars from the national media to local media. And TVB didn’t stop there. Now it’s hard after the government money. For starters, it's trying to get a better accounting of exactly how much money there is and where exactly it is coming from. Then it's off to Washington. TVB has to convince the bureaucrats not only of the efficacy of local media, but of the relative merits of local TV. Good job.
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SALES OFFICE by Abby Auerbach
Social Media + Broadcast TV = Killer App
TVNewsCheck,
Jun 30, 2011, 7:22 AM EDT
A TVGuide.com study found that more viewers chatted and tweeted while watching live TV during the past season and the top 10 most popular "social shows" are all aired on broadcast networks. Such social viewing is giving rise to a new metric, social impressions, that bolsters the gross ratings points. Stations are also discovering the value of tying local programming in with the Facebook and Twitter.
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TVB Names Michael Bollo VP, Marketing
TVNewsCheck,
Jun 28, 2011, 2:49 PM EDT
Broadcast Net Shows Still Lead Ratings Race
MediaPost,
Jun 10, 2011, 8:06 AM EDT
Network program ratings may be getting smaller, and cable ratings may be getting bigger, but programs from the broadcast networks still were dominant this past season. A TVB analysis of Nielsen data says broadcast shows accounted for 89 of the top 100 shows when it came to 18-49 viewers, and 93 of the top 100 shows among viewers 25-54.
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30.9% Of American TV Homes Using ADS
TVNewsCheck,
Jun 9, 2011, 2:45 PM EDT
That alternate delivery system number is an all-time high, while wired cable hits a 21-year low.
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Sales Office by Steve Lanzano
NCC I+ May Be Less Than You Think
TVNewsCheck,
Apr 22, 2011, 7:05 AM EDT
The new NCC initiative will allow cable sellers to offer advertisers added reach on telco-owned systems and DirecTV in dozens of markets. It sounds good, but it involves a complicated system that may leave buyers far short of the homes and viewers they had paid for. TVB is keeping a close eye on NCC I+ on behalf of the advertising community. We’ve created
a special NCC I+ area on our website where we’ll be posting ongoing developments.
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Local TV Ad Revenue Up 23.5% In 2010
TVNewsCheck,
Mar 24, 2011, 12:26 PM EDT
A new TVB analysis of Kantar Media data details the adrenaline rush experienced by local broadcasters last year as advertising flooded in the door. Local broadcast's percentage gain topped every other television media sector.
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ADS Penetration Hits New High Of 30.6%
TVB,
Mar 9, 2011, 1:09 PM EST
National ADS (alternative deliverysystem) penetration is at an all-time high in television households and in homes that pay for cable, satellite or telco delivery; wired-cable penetration remains at its lowest in 15 years.
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TVB: Station Web Ad Sales Up 14% In 2010
TVNewsCheck,
Feb 3, 2011, 9:55 AM EST
A new Borrell Associates report conducted for TVB finds the top local ad-spending categories continue to be general merchandise stores, car dealers and real estate agents. The report also forecasts 17% growth this year.
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Converse Steps In For Departing COO At TVB
TVNewsCheck,
Feb 2, 2011, 3:13 PM EST
The trade group announced today that it has hired Susan Converse as VP, finance and administration. She will be assuming most of the responsibilities of COO Hope Etheridge, who is leaving TVB to join Doctors Without Borders.
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TVB Helps Advertisers Find HD Ad Avails
MediaPost,
Jan 31, 2011, 8:19 AM EST
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.
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TVB: Local TV Ad Rev Up 31.7% In 3Q
TVNewsCheck,
Dec 16, 2010, 5:36 PM EST
Spot TV far outpaces other broadcast TV segments. It's powered by a 74% gain in automotive spending.
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TVB analysis
Cable Penetration Hits 21-Year Low
TVNewsCheck,
Dec 16, 2010, 10:52 AM EST
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.
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TVB Study Challenges Network TV Value
Mediaweek,
Nov 10, 2010, 6:10 AM EST
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.
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TVB Study Shows Advertising’s Effects Vary
TVNewsCheck,
Nov 9, 2010, 10:54 AM EST
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.
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TVB Revamps Website To Match New Focus
TVNewsCheck,
Oct 28, 2010, 7:22 AM EDT
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.
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