You Deserve Some Good-News Stories
Looking for more TV ad dollars for your station? Several good-news stories may be one of your best holiday gifts.
More National TV Ad Spending
According to a VAB study, 162 brands were first-time national TV advertisers during the first half of 2021, which is 52 more brands than the first half of 2020. Collectively, they spent more than $465 million. The study doesn’t indicate if this trend was evident at the local level, but it’s a sign more brands are discovering/rediscovering why a TV presence is crucial.
VAB included complementary data from Tatori, a TV advertising & reporting company, revealing these new advertisers were allocated more of their ad dollars to TV than streaming services. A study conclusion supports a media strategy Media Group Online has recommended for years: TV is where brands (and retailers) can address a broad audience and motivate them to engage with them on digital channels, highlighting personalized content and product information.
Possible Record-Setting Ad Spending for 2022 Midterms
The public may be dreading the chaos and bickering of the approaching 2022 midterm election cycle, but you and your station ownership should be salivating at the early ad spending forecasts.
In an August 2021 post, Kantar is estimating $13 billion will be raised for the 2022 midterms. Based on past political campaign budgeting, 60% of that will likely be spent on what campaigns call “free” media, which would total $7.8 billion.
Almost half (48.7%/$3.8 billion) is projected to be spent on broadcast TV and another $1.4 billion on cable TV and satellite. Digital and radio are to receive even less or $1.2 billion and $215 million.
Updating the Auto Update
Media Group Online’s November 2021 Automotive Update Report continued to share the microchip shortage that has been crippling production and dealerships’ inventories – and dealerships are one of the largest local TV advertisers.
General Motors reported during mid-November more semiconductors were arriving at its North American plants and all were operating at a regular pace. Since February, one or more (or many) GM plants had been idle because of the shortage.