LTN’s Post

The power of local TV advertising is set to soar in 2024. With non-cyclical advertising revenues experiencing a robust growth of +9.1% in Q4 2023, the highest in nearly two years, the stage is set for continued expansion. Magna predicts a remarkable spike of 26% in local TV/video ad sales, catapulting to $23 billion this year. This surge, fueled by the upcoming election cycle, underscores the enduring influence of local TV in engaging audiences and driving results. Learn more: https://lnkd.in/dY_k-C-H #localtv #tvadvertising

Today, the Coalition for Innovative Media Measurement (CIMM) and the Television Bureau of Advertising (TVB) issued new industry guidelines for local TV advertising, designed to support reliable, stable and accurate post analysis. Post analysis is a critical component of a successful advertising market, comparing the projected (or target) rating – the buyer and seller’s agreed upon audience prior to the ad running – to the measured rating after the ad runs. The new guidelines are designed to deliver real, practical change in the local marketplace, shifting the industry away from the practice of day and date post analysis. Ratings instability has a significant impact on the market, penalizing local stations because of unreliable measurements, not because they have under-delivered the target audience. Our hope is that the new guidelines help to address this challenge. These guidelines are part of a wider program of work undertaken by CIMM and the TVB, to support the local marketplace. In the coming months, CIMM and the TVB will also release a Statement of Requirements for Local Currency Providers and a Local TV Innovation Playbook, showcasing the latest innovations in measurement and currency development, new metrics, and data collaboration across the local TV and video marketplace. I want to thank Hadassa Gerber for her partnership and untiring devotion to supporting the local marketplace, and Joan FitzGerald, who has done a brilliant job supporting the development of these new guidelines. We also want to thank the Project Steering Group for their invaluable support and expert guidance. To find out more and to get involved in our work supporting the local market, contact: info@cimm-us.org. You can read more about the guidelines here: https://lnkd.in/dV6h-ux9

"Warner Bros. Discovery saw TV advertising fall 13% in the third quarter of 2023, to $1.71 billion. Paramount Global registered a 14% dip in the same category, to the same figure, while NBCU logged a decline of 8.4% to $1.91 billion. Disney noted “a decrease in advertising revenue” at ABC and its local TV stations and “a modest increase in advertising revenue” at ESPN and around its other sports programming. Even Fox, which relies more directly on sports, saw its overall ad revenue fall by 1.6%. These results challenge the conventional wisdom that TV advertising will grow even with declining ratings because major advertisers can’t resist the power of the medium’s mass-market reach. Many observers were surprised to see the double-digit drops at Paramount Global and WB Discovery, both of which are heavily dependent on big bucks from ads to bolster the bottom line." by Brian Steinberg https://lnkd.in/gzdhFfTF

Radio advertising gives greater reach than TV - here’s examples of how you can diversify your ad spend each month and get more share for the same money https://lnkd.in/gWykM8VT

Q. Is television advertising affordable for smaller businesses? A. While television advertising costs can vary, there are affordable options available, such as targeting specific local markets or utilizing connected TV for a more cost-effective approach. It's important to work with media experts who can present all the options for placing video ads and who can identify cost-efficient opportunities. https://buff.ly/3vq1CeT #tvads #tvadertising #mediabuying

Fascinating talk on political TV advertising at AdExchanger #ProgIO with Michael Beach of Cross Screen Media, Teddy Goff or Precision, and Emily Holliday of Powers Interactive. Big takeaway is that linear is getting an outsized amount of dollars when more people can be reached via streaming TV. You can only reach 33% of the electorate on streaming TV—slippert ConnectedTV at the local level—who sells what is key. Who has access to these local viewers. (You can buy local TV on Roku!) (I, GD, have long wondered about this—there seems to be massive opportunities for lowering barriers and making it easy for SMBs to buy targeted ads locally.) The future is the cross-screen buyer, thinking about TV holistically—and ignoring the current incentive structure that favors linear. Right now there are allocation problems all over the place. Too many campaigns have foundations in linear. It makes you think—is the “undecided/on-the-fence” voter sucking up Big Bang Theory reruns late at night on linear, or are they watching on-demand on streaming? Big % of the political pot on CTV… Appears to be going directly to publishers/streamers. And the targeting is working out! Fragmentation is a big challenge—people are on Tubi, Hulu, etc. Measurement becomes a big challenge—how do you tell where your buys are making an impact? Most overrated digital political advertising tactic in 2024… Facebook. The bang for the buck is no longer there. Under-rated tactic? Utilizing channels with smaller, more-focused reach—and not building multiple creatives optimized for each, understanding the unique value prop on each. Also, DOOH! What about DOOH?!?

Attention advertising industry professionals! Nielsen's reports have been the go-to source for understanding people's time on ad-supported TV for years. However, it's time to address the elephant in the room - this approach is no longer useful. We need to isolate ad-supported TV data to find more effective ways to measure TV advertising. If you're curious about the ad-supported TV-viewing habits of your strategic target audience, my company has been making that data readily available to anyone who signs up. Check out our TV+ platform for planning insights at https://lnkd.in/eraY9aQ4. Let's work together to push the boundaries of data analysis in the advertising industry and find more effective ways to measure TV advertising. #AdvertisingIndustry #TVAdvertising #DataAnalysis

💡 "The evolution of TV advertising is not merely a reflection of technological advancements but a testament to the enduring creativity and adaptability of the advertising industry." -Evan Hovorka, VP of Product Innovation Read Evan's latest ADWEEK Partner Experts article on how retail media networks are in an advantageous position to address the challenges confronting CTV advertisers today. #rmn #ctv #retailmedia

As TV ad revenues are expected to decline while digital media grows, Paramount’s approach breaks down traditional barriers to TV advertising and provides a user-friendly entry point for SMBs. The platform emphasizes TV’s unique ad features and will initially focus on performance metrics before expanding to include business impact measurement. #TVAdvertising #DigitalMedia #ParamountAds

Is there a balance to be found in the future of TV advertising? Here’s what five marketers recently had to say: 📺 Charles Ifegwu, US Managing Director, THE FIFTH: "This year's Super Bowl showed why TV ads remain a premium choice. Yet, the role of TV has evolved; it’s now part of a broader marketing mix, enhanced by real-time online interactions. Examples like Kanye West's TikTok-friendly Super Bowl ad illustrate this shift." 📺 andy benningfield, Head of Broadcast, Bray Leino: "Economic uncertainty has pushed media budgets down, but broadcasters are adapting with new incentive schemes and creative solutions. The rise of streaming has also transformed TV viewing, offering advertisers targeted opportunities previously deemed too costly." 📺 Ross Walker, Social Media Strategist, redpill: "The landscape between Channel 4’s challenges and the Super Bowl’s success shows the shift in TV advertising towards a more targeted, data-driven approach. Advances in programmatic buying, streaming, and interactive ads are setting the stage for an audience-centric future." 📺 Jake Wallington, Associate Director, Media, VaynerMedia EMEA: "Despite lower TV prices, digital remains a priority. However, the Super Bowl’s unique viewership proves TV's continued relevance. The evolving capabilities of CTV and ad-supported streaming indicate a future where TV advertising is more personalized." 📺 Eric Soloway, Head of Production, CLICKON: "Super Bowl ads have become more than just commercials; they’re platforms for societal change. Campaigns like Dove’s on body positivity and the NFL’s on international diversity are transforming how we view the impact of TV advertising." As TV evolves and adapts, the intersection of culture, technology, and advertising continues to redefine the landscape. https://lnkd.in/g5JYsaV7 #Advertising #MediaTrends #SuperBowlAds #Channel4 #TVAdvertising #MarketingStrategy #DigitalMarketing #SocialMediaStrategy #BroadcastMedia #StreamingTV