Technology / June 25, 2014 / By Erin Martin
2014 Tune-In Advertising Report - How TV Industry Uses Online Advertising to Drive Tune-In
This year we partnered with PromaxBDA, the global community of professionals engaged in marketing and promotion of television and video content, on the TunedIn 2014 Tune-In Advertising Report which was released at the Promax Station Summit Conference. For the second year in a row, we surveyed local broadcasters and syndicators across the country to better understand how the TV industry uses online advertising to drive tune-in. This year, we partnered with PromaxBDA to survey over two hundred broadcasters in sixty plus DMAs, to glean key insights and real-world feedback from stations large and small on how and when they employ online advertising.
With digital video advertising relatively ubiquitous among TV stations, this year’s study explores three areas: digital advertising in the media mix, how local broadcasters view digital advertising, and how local broadcasters are taking advantage of mobile and social advertising opportunities.
“We are pleased to see that local station spending on digital advertising as a percent of total advertising dollars is growing: 24% of advertising dollars in the local tune-in space are spent on digital, up from 18% a year ago,” said Peter Goldstein, VP of Sales and Business Development at Mixpo. “Mixpo has been working with tune-in advertisers for six years and we believe this vertical is well served by digital video; it is great to see that they agree.”
“For local stations, online advertising and video play a growing role in driving viewership. We are also excited to see the increasing importance social media and mobile advertising are playing in driving ratings,” said Stacy La Cotera, Interim Co-General Manager and Vice-President, PromaxBDA. “An integrated tune-in campaign using multiple mediums makes sense for local stations.”
The report concludes with best practices for local broadcaster digital advertising as well as two recent success studies on how local stations Fox50 in Raleigh Durham and WPHL17 in Philadelphia used digital advertising to grow their ratings during 2014 February sweeps. To download a complimentary copy, please visit http://mixpo.co/TunedIn2014.