Video News 6.15.23

LOCAL BROADCAST: UP TO 12X STREAMING IMPRESSIONS

A new report of Nielsen data found that the “daily impressions generated by local broadcast news programming exceed those of programs on six leading streaming services by between eight and 12 times.” The analysis compared impressions generated by 4,942 streaming programs vs. 58 – 79 Local Broadcast News programs for a single day in February, across five geographically diverse top markets. (MediaPost: 6/7/23)

TV TARGETING

TVB’s Director of Research makes a case for marketers to adapt their targeting to the evolving media landscape in order to effectively reach their audiences. Siting MRI-Simmons, 9 out of 10 individuals with incomes $250K+ are between 25-64, while several major car brands skew 35-64 as do top home improvement spenders (with the highest concentration in the 55-64). By including valuable older adults in expanded demographics, marketers can improve their measurement accuracy as well; including a broader range of TV programs available both national and locally. (ANA.net: 6/7/23)

eMARKETER PODCAST: FASTs

In an episode of their Behind the Numbers Daily podcast, eMarketer takes a look at FASTs (Free Ad-Supported Streaming TV) services (e.g. Tubi, Pluto, Roku), explains their popularity, and provides a forecast on their growth. Bottom line, while time spent on these platforms doesn’t rival streaming giants like Netflix or Disney+ … marketers should keep an eye on these streaming services, especially those with parent companies that may be able to spin free viewers into paid members.”(InsiderIntelligence: 6/9/23)

NEW INDEPENDENT STREAMING ALLIANCE

With a “handful of major players” dominating the streaming landscape, a group of independent streamers and broadcasters formed the ISA (Independent Streaming Alliance) trade group. Founding members include Allen Media Group, Chicken Soup for the Soul Entertainment, Cineverse, Future Today, kweliTV, Revry, Scripps, Tastemade, TMB (Trusted Media Brands), and Vevo. Their goal is “work with consumers, platforms, regulators, and the media to promote a healthy ecosystem for independent voices and programming.” (TVTech: 6/12/23)

CONNECTED TV HOUSEHOLD RESEARCH

Leichtman Research Group’s surveyed 1,770 US TV households for their Connected TV 2023 report, and found that “49% of Adults Watch Video via a Connected TV Device Daily,” while “88% of U.S. TV Households Have at Least One Connected TV Device.” In 2021, these figures were 39% and 82%, respectively. Other findings look specifically at households with Smart TVs, stand-alone streaming devices, and multiple types of connected devices. (Leichtman Research Group: 6/2/2023)