Today, more and more research firms continue to drive home the power of local broadcast television and digital media. For that reason, we've created this research section linking to the original articles or website where the complete information can be found.
Be sure to bookmark this page to return often to keep up on the latest research all in one easy to find location.
“There is no doubt that local broadcast TV delivers for political campaigns,” he said. “Candidates continue to derive tangible, winning results from local broadcast television. Tuesday’s dominant reliance on TV, over all other media platforms, demonstrates that voters rely on local broadcast TV to inform their voting decisions.”
The volatility of the 2018 cycle was unprecedented, said Kyle Roberts, president and CEO of Advertising Analytics. “It’s why we saw candidates and campaigns go back to what is tried and true: If you use TV, it reaches voters and they listen. TV works,” he said. Three out of four dollars spent on traditional media went to local broadcast television, Advertising Analytics reported. The local broadcast TV money was up more than 100 percent from the 2014 midterm cycle.
The big story is TV. What we're seeing at FreeWheel Publishers is that TV still accounts for 95 percent of political ad dollars. Despite the proliferation of digital media, TV continues to lead in a category where results are everything, and outcomes are immediately evident at the campaign's close.
The emotional persuasiveness of TV, a key to political campaign effectiveness, has long been acknowledged as one of its strengths. Now, as TV advertising evolves, stronger targeting capabilities are boosting the relevance factor as well.
The Immersive Nature of TV Is Valuable to Marketers It’s television’s ability to emotionally connect with audiences that makes it much more than a brand awareness vehicle. It’s a versatile medium effective at reaching people in the digital age.
Today, “TV” refers to an experience more so than a specific device sitting in the living room. And that experience can be found on-demand, on digital devices and connected to catalogs of programming for any interest or topic. But TV’s place as the most immersive medium is cemented. Viewers tune in expecting to be drawn into another world. They know for the next hour they’re giving the programming their full attention, and they want the story arc, not just the story. Viewers come back, episode after episode, for weeks. Aside from music maybe, TV is the only media experience in which people expect to be transported emotionally to another world.
If you’re an advertiser, the distinction between TV and video does matter. TV’s reach and engagement levels are so high, the chance that your message will resonate, be seen, and be remembered skyrockets. Great commercials move businesses. They create brands that shape our economy. We dedicate hours of content – on TV and online – to discussing the best commercials that aired during the most popular television event For advertisers, the path is clear. Use video to connect with consumers. But don’t settle for any video if you want to get big. Start with the best. TV.
For advertisers, the path is clear. Use video to connect with consumers. But don’t settle for any video if you want to get big. Start with the best. TV.
In all digital media environments, fraud runs rampant. Click Fraud, Bots, Below the Fold, ad cover up or stacking, non human traffic (NHT) and the list goes on.
Any Digital Media Agency of Do-It-Yourself-er (DIY) should use a third party display ad impression validation service, like MOAT, to verify each and every impression served.
You'd likely be surprised that most do not. And that's bad for you and your business. Why? Simple really.
Without a MOAT like service in place, up to 65% of your marketing dollars are wasted on non-human traffic. Or worse, there is no Brand Safety in place which means your business could very well land on some very questionable websites, associated with content that would never pass the 'grandmother' test. And if you have to ask, "what's the grandmother test?", then it's likely your brand or image is not really that important to you.
Every summer, Borrell & Associates publishes weekly insights from its Local Advertiser Survey. These insights come from the largest survey of SMBs in the nation, conducted annually from April-July 2018.
These charts represent key insights from a survey of 40+ questions of local advertisers, across our nation. One insight is published each week. For details on the 8/20/2018 survey of BEST media for Branding & BEST media for Selling, see graph above.
Local Broadcast TV ranked #1 for BRANDING & #3 for SELLING products and services.
Written by Emily Atkinson | 13/12/18
Click through rate has long been hailed as the holy grail of digital advertising performance, when in reality, clicks only paint part of the picture.The average CTR on display advertising campaigns currently sits at a seemingly low 0.1%. With over $273 billion spent annually on digital advertising and only a small percentage of ads being clicked on, there has to be more to ad performance than clicks alone if brands are continuing to pump such large budgets into the channel. Click Here
Audiences are groups of people with specific interests, intents, and demographics, as estimated by Google. You can select from a wide range of categories -- such as fans of sport and travel, people shopping for cars, or specific people that have visited your website. Google Ads will show ads to people who are likely in the selected categories. Click Here
Another year, another increase to your monthly pay-TV bill. Giants including Comcast Corp., Dish Network Corp. and AT&T Inc.’s DirecTV plan to raise rates again in the new year, a move that could boost revenue but risks alienating subscribers who have been ditching their traditional TV subscriptions in record numbers. Click Here
By RBR-TVBR - October 29, 2019
Despite what prognosticators may tell you, traditional television is still the most popular video medium and the best way for brands to achieve reach. That’s the conclusion of NCSolutions SVP of TV and Programmatic Solutions Tom Eaton, a 7 1/2 year Nielsen veteran.
By Tom Eaton
To hear the experts tell it, linear TV is dead. Dead. Kaput. An entire industry obliterated. Yet, TV is still around, and in a much bigger and more meaningful way than these prognosticators say, perhaps even realize. It doesn’t fit the salacious narrative about the Death of TV, but the reality is that TV remains the single best advertising channel for achieving reach and building brands— and that is unlikely to change anytime over the next 10 years. There’s no denying that the emergence of Netflix, Hulu and HBO’s over-the-top offerings have eaten into the linear TV industry. The majority of U.S. homes now have a streaming device, and the time consumers spend watching traditional TV has decreased in recent years. But when it comes to video consumption, TV is still king.
The average U.S. adult watches nearly four and a half hours of traditional television per day, counting both live and time-shifted TV — more than three times greater than the amount of time spent watching video on OTT devices (54 minutes per day), smartphones (13 minutes), tablets (7 minutes) or a laptop (5 minutes) combined. TV also reaches a greater share of the population (86 percent) than mobile (53 percent) and OTT (42 percent). Even more importantly, marketers still love TV. Critics will surely say this is because the advertising industry is slow to adapt to changes in the market, and that brands continue buying TV only because they are comfortable with it, not because it’s a better option. Even with all the targeting and attribution tools afforded by digital, brand marketers still desire reach for many of their campaigns, and the data makes it clear: TV is, by far, the most effective channel in that respect. A marketer would need to run two months of online video ads to achieve the same amount of reach it can get with a TV commercial. No wonder TV CPMs are increasing and that TV upfront dollar volume has grown over the past 4 years and this year most networks enjoyed double-digit CPMs with increased media budgets.
Meanwhile, TV advertising is catching up with digital in terms of targeting. TV ad targeting used to be limited to age and gender, but advances in data collection and statistical analysis have enabled us to build look-alike audiences and target with greater precision. Now, cat food brands can target people who actually buy cat food, which is more precise than buying based only on demographics (like middle-aged women). With Addressable TV, brands can target individual households just like with online video, and we are nearing a day when they will be able to do so to the entire broadcast, providing the much-sought scale. The idea that streaming has destroyed TV’s business model is overblown and just plain false.
Sure, cord-cutting has grown significantly in past years, the number of households receiving TV over the air growing 48% in the past 8 years, but there’s evidence cord-cutting rates are slowing. In fact, cable TV bundles look increasingly attractive to consumers in light of the proliferation of paid streaming services (Apple, AT&T, Disney and NBCUniversal are all expected to release their own owned and operated streaming services over the next two years). Cord-cutting only became popular because it was a more cost-effective alternative to traditional CABLE. That’s not necessarily the case when you’re paying for six different streaming services. Even with prices ranging from $4.99 to $13, it adds up quickly.
I’m not going to make a grand, contrarian pronouncement that I can’t prove and say TV is making a comeback. But, I do know this: TV is still a great advertising channel.
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