- 2019年10月11日

Top 10 Burning Issues in Local Television

Jeff Sarault
Jeff Sarault
Director of Sales, Local Agency

As local television and video consumption continue to evolve, it should come as no surprise that changing viewing patterns and adoption of technology present important challenges and up-side opportunities for all parties involved in a local TV advertising transaction.

At Comscore, we have learned that many on the buy-side and the sell-side of the industry are focused on common topics, trends and issues that impact their business and change the way they evaluate television audiences across the media ecosystem.    

Here is what we see as the top ten "burning issues" in local television in the U.S. today. Over the next several weeks, this blog will take an in-depth look at each topic and address how Comscore is thinking about them and innovating toward measuring them. 

  1. Bridging the Divide Between TV & Digital - Cross-platform convergence is our new reality as the lines continue to blur between traditional and digital media distribution and consumption. Differences in the way each medium has historically been measured demand better alignment to make cross-platform measurement usable in the local marketplace. What local cross-platform tools can help you determine the best way to reach consumers where they are? 
     
  2. Industry Shift to Impression-Based Ad Sales and Validation – With nearly all major television station ownership groups announcing that they will stop using traditional rating points to measure campaign effectiveness and moving to a cost-per-impression (CPM) method, we'll discuss how Comscore is staying at the forefront of this new frontier. How will the move to impressions impact the local TV buying and selling ecosystem?
     
  3. Pros and Cons of Panel-Based Measurement – Is panel-based measurement able to capture the true picture of how consumers are using television in a local market? Are viewers who consent to participate in TV viewing panels, in this age of privacy focus and violations, behaviorally representative? What are the pros and cons to panel-based measurement and what is Comscore’s position in this space? 
     
  4. Impact of Changes in Measurement Methodologies – The industry is experiencing sweeping fundamental and material changes to methodologies for measuring television audiences. How will local TV stations and their advertisers be able to compare historical trends to forward-looking data in an "apples-to-apples " system where methodologies have changed?  
     
  5. Utilization of Advanced Audience Data – Big data has been transforming the media industry for some time, but perhaps in no more significant way than in the growing application of advanced consumer data. Now, with access to big data and passive collection technology, we are seeing a shift toward this same type of audience-based buying in local TV and cross platform. How can local TV best take advantage of advanced audience insights?
     
  6. Proliferation of the Virtual MVPD – One of the most common questions we receive is… “What IS a virtual MVPD?”  Moreover, with over-the-top (OTT) adoption on the rise, how do these platforms change the way live audiences consume content from local broadcast affiliates and cable networks?   
     
  7. Impact of Cord-Cutters and Cord-Nevers – What is the difference? Are cord-cutters more or less engaged with OTT streaming than cord-nevers? Which platforms do they consume? Do these consumers also watch content over-the-air (OTA)? What does the rise of OTT mean for local television? 
     
  8. Reaching Audiences of Non-Ad-Supported Platforms – As behavior changes, how do local advertising models adapt? Are people consuming more video or different video? How is this impacting the planning, buying and posting of advertising at the local level? 
     
  9. Intrinsic Value of Local Broadcast News – As viewing behavior changes across all platforms, does the value of local newscasts increase? How can TV stations and their advertisers quantify the impact of being associated with this local content? 
     
  10. ATSC 3.0 Next-Generation Broadcast Standard – What is ATSC 3.0?  How will this change in broadcast standards impact buyers and sellers of local media? What new advertising opportunities will be available? How will this impact local communities and consumers? 

Over the next several weeks we will expand on these topics and others to provide you with greater insight into how Comscore is thinking about these changes.   

In the meantime, we recently hosted an industry-wide webinar titled  “How to Create More Powerful Media Plans with Comscore Local TV.”  This webinar was designed to answer questions about how our company is currently measuring local television while we further enhance our products and services to adapt to changes in the industry. 

Topics that were discussed during the webinar included: 

  • How Comscore measures TV audiences across all 210 U.S. local TV markets
  • The topline advantages of using Comscore in the planning and buying process 
  • How Comscore local TV measurement seamlessly integrates into your existing workflow 

If you would like learn more about how Comscore is solving for local television measurement challenges and staying ahead of industry trends, please email us at learnmore@comscore.com.

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