For '23, TV Advertisers Need A New Plan

Early in 2020 the COVID19 pandemic accelerated a shift in TV viewing habits from linear to streaming but even that feels like old news Just within the past year we39ve seen a big change in local programming options and measurement resulting in a need to approach the market differently than beforeIf it feels like there are more TV programming choices than ever that39s because there are But with so many new programs popping up across the seemingly neverending variety of streaming services what does that mean for good old broadcast TV An increase in local news for oneWith many syndicated mainstays like Ellen Dr Oz Wendy Williams and Maury coming to an end this past spring TV stations are adding more local news to their lineups to fill the gap A quick survey of 4Q 3922 programming in the top 10 markets shows that on average almost 40 of the programs airing between 9 am and 8 pm are newscastsAs news programming continues to grow the amount of nonnews programming available to buy during the day is diminishing Stations have less of it to sell driving up the demand among media buyers to grab what39s left in efforts to fulfill campaign goals that may or may not be a match for the updated marketplaceTV measurement has also seen its share of changes over the past year prompted by the undeniable increase in streaming viewership Nielsen39s inclusion of BBO broadband only homes in the top 56 US markets at the start of 2022 aids in capturing this updated viewership but at the same time has required a shift in how advertisers plan and transact in these marketsAn increasing number of advertisers and their agencies are choosing to transact on impressions but for those still transacting on GRPs it39s important to recognize that GRP value has generally decreased due to the much larger audience that viewership is now being measured against When looking at the average adult 2554 ratings on the four major broadcast affiliates across the top 10 markets Nielsen shows a 30 decline from 2021 to 2022 Some of this can be attributed to a general decline in broadcast viewership of about 10 but much of it is simply an adjustment to what a GRP now equates to in these affected marketsIn today39s local TV landscape it39s more important than ever before to anticipate and quickly respond to marketplace shifts Heading into 2023 advertisers need to identify how their audience has transformed and what that means to their TV plansProgramming has changed so much that dayparts like early fringe and prime access should become a smaller part of any TV plan based on limited inventory Previous years39 planned weight levels often no longer align with the current marketplace and advertisers should make adjustments that account for recent viewership supplementing lost broadcast viewership by including CTVFinally impressions should be strongly considered in favor of GRPs due to their granularity offering more accuracy and consistency across other mediaAs it turns out Ferris Bueller39s classic line is good advice for those of us in the local TV business quotLife moves pretty fast If you don39t stop and look around once in a while you could miss itquotThis article was written by Alaina Donnellon Vice President Local Media and amp160originally published on November 28th in TVNewscheckClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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For '23, TV Advertisers Need A New Plan

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For '23, TV Advertisers Need A New Plan

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