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Local TV Stations Expected to Generate $3 Billion in Digital Ad Revenue
Local TV broadcasters have shifted into high gear with digital advertising efforts, driving an estimated all-time high of nearly $3 billion in new ad revenue for stations this year, according to new research commissioned by the Television Bureau of Advertising (TVB).
The Borrell study encompassed 815 stations and reports that broadcasters grew their digital revenue 15% last year.
“The growth of local broadcast stations’ online and mobile offerings is driving rapid advertiser adoption and is proof positive that digital media is a perfect complement to local television stations’ proven reach and targeting,” said TVB President & CEO Steve Lanzano. “As a result, broadcast-plus-digital packages have become tremendously more powerful than just stand-alone digital media buys.”
The Borrell study has been commissioned annually by the TVB since 2002 and benchmarks local television broadcasters’ aggregate online advertising revenues in all 210 TV markets by total spending as well as ad format type. This year’s study found that stations generate the vast majority of revenue (82%) from two formats – display (banner) ads and streaming-video spots. Both digital advertising formats are experiencing high-growth, indicating that TV broadcasters are in synch with the demands of the digital marketplace.http://osixmedia.com/newsdeatail.aspx?News=3677514672
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