Industry News

According to Cord Cutters News, which has been tracking local deals announced by virtual MVPDs, Hulu Live has more than 440 local CBS, ABC, Fox, My Network TV and Telemundo stations signed up for broadcast retransmission licensing deals.
According to a recent survey of more than 1,000 consumers in the U.S. by ratings firm Clutch, ads influence 90% of consumers to make a purchase, and many are doing so after seeing or hearing an ad on TV (60%), in print (45%), online (42%) and on social media.
One thing is clear: the TV ecosystem of today will definitely not be the TV ecosystem of tomorrow. Millennials are cord-nevers who didn’t grow up in a world of TV networks.
TVB president Steve Lanzano said stations will be able to offer clients addressable advertising based not just on geography but also behavioral characteristics —which means a station can deliver different ads to specific households and mobile devices— all on a large scale that TV stations have always offered marketers.
TV customers have a high rate of starting and stopping many new OTT services. Parks Associates says that with the exception of Netflix and Amazon Prime, OTT services experience churn rates exceeding 50% of their subscriber base.
comScore has achieved accreditation from the Media Rating Council for its Sophisticated Invalid Traffic detection and filtration system for mobile in app traffic.
Nielsen launched a video performance evaluation solution, which uses both active and passive techniques to understand IP-based video content delivery.
Networks haven’t been getting full credit from Nielsen for all of the people watching live television through streaming services, illustrating the pressures on the measurement company to keep up with the rapid evolution of viewing habits.
The Media Rating Council (MRC) released its first-ever standard for digital audience measurement, introducing the concept of “duration weighting” viewability.

TVB Features

Week 13 of the NFL saw Seattle-Tacoma delivering a 45.6 household rating with the Seahawks, and New Orleans a 43.9 household rating with the Saints. Our featured market this week is Columbia, SC.
Holiday shopping continues to be the biggest shopping event of the year, with 2017 holiday sales expected to increase 4% over last year.

The percentage of households with wired cable dropped to 50.6%, and the percentage with ADS (alternate delivery systems) also dropped to 29.8%. The percentage of broadcast only households rose to 13.6%. Related: Local Interconnect Penetration

Nielsen’s Q2 2017 Total Audience Report confirms Americans’ significant and consistent preference for television over all other media.
“As they are aging, millennials are watching more television. People between 35 and 39, the oldest of the millennial population, are watching 71% more network TV than when they were in their early 20s.”—David Poltrack, Chief Research Officer, CBS

A New Look at Media Cross-ownership Rules
Maribeth Papuga, Executive-in-Residence, BIA/Kelsey “The reality is that modest media consolidation would not lead to anticompetitive risks and would not increase market power. Instead, it would allow broadcasters and newspapers to improve economies of scale and their ability to compete.”
—Steve Pociask, President and CEO, American Consumer Institute

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